96% of Consumers Check Online Reviews Before First-Time Purchase

Clutch report finds shoppers value authenticity and detail over just star ratings

Feb. 3, 2026 at 10:55am

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A new Clutch survey of 400 U.S. consumers found that 96% of shoppers check online reviews before making a first-time purchase, with nearly half (47%) saying they always review products and services before trying an unfamiliar brand. The report also found that while star ratings set a baseline, consumers value detailed feedback, visual proof, and authenticity as AI-generated content becomes more prevalent.

Why it matters

Online reviews remain a critical trust signal for e-commerce, especially as consumers become more selective and wary of potentially manipulated or AI-generated content. The findings highlight the need for businesses to focus on building authentic, detailed review profiles to win over cautious shoppers.

The details

The Clutch survey found that 72% of consumers read reviews while comparing options, and 69% check them again before finalizing a purchase. While star ratings are important, with 72% refusing to consider products rated below 4 stars, only 15% trust star ratings alone. Buyers feel most confident when reviews combine strong volume with written feedback (43%) or photos (34%). However, nearly half (48%) of consumers say they frequently encounter suspected AI-generated or manipulated reviews, which 72% say lowers their trust. Consumers also place more trust in reviews on platforms like Amazon (73%) and Google (65%) compared to brand-owned sites (46%).

  • The Clutch survey was conducted in February 2026.

The players

Clutch

A leading global marketplace of B2B service providers that empowers business leaders to make better decisions through in-depth, verified client reviews.

Jeanette Godreau

A Clutch analyst who commented on the survey findings.

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What they’re saying

“Customer reviews remain a key trust signal, but consumers no longer take them at face value. Shoppers want authenticity, detail, and real experiences before deciding.”

— Jeanette Godreau, Clutch Analyst (Clutch)

The takeaway

As AI-generated content becomes more prevalent, businesses must focus on building authentic, detailed review profiles that showcase real customer experiences in order to win over increasingly selective and cautious online shoppers.