Peer reviews surpass influencers for UK shoppers’ purchase decisions
New research has found that independent customer reviews and user-generated content have a greater influence on purchasing decisions among British shoppers than celebrity or influencer marketing.
The study, conducted by Akeneo, examined the opinions of shoppers in the United Kingdom and compared the perceived trust and impact of different marketing techniques. The findings highlight a shift in consumer behaviour, with traditional word-of-mouth and peer reviews eclipsing the power of popular influencers on social media platforms.
Changing influence
The report indicates that 65% of UK consumers have made purchases based on online reviews or comments from other customers. This figure surpasses the 58% of respondents who reported being swayed by social media endorsements. The decline in the influence of paid social media endorsements is evident, with only 50% of British shoppers in 2025 saying they have made a purchase as a result of influencer content, down from 54% in 2023.
Despite the ongoing prevalence of sponsored posts and branded content, the diminishing effect of influencer recommendations demonstrates changing attitudes towards authenticity and trust in product information.
The importance of accurate product information
The quality and accuracy of product data play a central role in shaping the outcomes of shopper reviews. Two-thirds (66%) of UK shoppers say that inconsistencies or discrepancies between the product received and its online description are a significant reason for leaving negative reviews. Furthermore, 40% of participants indicated they had returned an item in the past year due to inaccurate or misleading product details. While the volume of returns caused by poor product information has dropped from 49% in 2023, the results underscore the ongoing issues faced by retailers – particularly as AI-driven shopping becomes more widespread and dependent on reliable product data.
"From high return rates to abandoned carts, so many of the issues that damage customer trust can be traced back to poor product data. Creating a single source of truth through a robust PIM system, enhanced with AI-driven data governance, empowers retailers to deliver a seamless experience across channels – and sets the foundation for the five-star reviews that increasingly power AI shopping recommendations while also encouraging UK shoppers to purchase," commented Romain Fouache, CEO at Akeneo.
Popular categories for peer feedback
The research identified certain product categories where customers are particularly likely to seek peer-to-peer information. Sports and leisure equipment led the way, with 63% of shoppers consulting reviews, followed by decorative homewares at 58%. Luxury goods (56%) and cultural events (55%) were also among the most reviewed and discussed categories, illustrating the breadth of consumer reliance on independently sourced information when making purchase decisions.
Encouraging reviews and transparency
"Ultimately, shoppers trust other shoppers. The data makes it clear that UK brands need to encourage reviews, ratings, and organic content like photos or videos from real customers. Brands also need to make sure they are listening and using feedback to improve product information and amplify positive customer voices across channels. This kind of transparency builds community and credibility," commented Fouache.
Akeneo has developed monitoring solutions such as PX Insights in response to these trends. PX Insights connects real-world customer behaviour and sentiment directly to product data, giving brands timely feedback that can inform product improvements and enhance overall customer engagement.
The survey methodology involved querying 1,800 consumers across eight countries, with a subset of 250 respondents located in the United Kingdom. This latest data offers insights into ongoing trends in retail and the factors that drive loyalty and purchasing behaviour among modern shoppers.