6 in 10 eCommerce/Quick Commerce shoppers say their low rating or negative review in the last 12 was not published once or more; 8 in 10 in favour of Government making standards for online reviews and ratings mandatory

July 18, 2025, New Delhi: Ratings and reviews are extremely important for consumers as they act as a crucial source of information and proof of a product quality, service reliability, and overall customer experience, thus significantly influencing purchase decisions. It is more crucial when buying online where physical inspection isn't possible as such consumers place more trust in peer reviews within the Indian market.

Data from several sources indicates that the internet user base in India is all set to surpass 900 million this year and the growth in internet use has fuelled the growth of e-commerce platforms like Amazon, Flipkart, Meesho and others, such as Swiggy and Zomato where customer reviews are prominently displayed. These reviews provide potential buyers with insights into the quality, performance, and reliability of products and services.

Impact of reviews is not limited to just sales as they also influence brand perception, customer loyalty, and even search engine rankings. Search engines like Google consider the quantity and quality of reviews as factors in local search rankings, making it essential for businesses to manage their online reputation effectively.

In November 2022, after significant escalations of consumer pulse on fake reviews and ratings by LocalCircles, the Government released a comprehensive list of guidelines that defined the voluntary standards for online reviews on all platforms that publish a consumer review. With the release of these guidelines, India became the first country in the world to establish such norms for online consumer reviews. As per the new Bureau of Indian Standards (BIS) standards on ‘Online Consumer Reviews’, from 25 November 2022, all eCommerce players, travel and ticketing portals and online food delivery platforms must voluntarily disclose all paid or sponsored reviews about products and services offered on their portals. The guidelines require reviews that have been purchased or written by people ‘employed specifically for this purpose’ not to be published on the portals. The new standard (IS 19000:2022) prescribes specific responsibilities for reviewers and the review administrator. Organisations are required to identify the review author by specific prescribed modes, according to its new requirements. Reviews and ratings by sponsored people and influencers also have to be identified by the online platforms, which are also not allowed to edit or change negative comments.

A survey conducted last year by LocalCircles, which was also part of the standards and guidelines drafting committee, had revealed that nearly 56% of online shoppers found ratings on eCommerce sites and apps to be positively biased over previous one year. The survey findings indicated that only 9% of eCommerce or online users feel that platforms have provided an interface to easily identify sponsored or influencer reviews and ratings. Additionally, just 16% of consumers believe that their negative reviews were consistently published in the past year.

In May 2024, the CCPA and BIS chaired a stakeholders’ meeting with representatives of e-commerce platforms, including Amazon and Flipkart with senior officials explicitly stating, “The presence of fake reviews online jeopardises the trustworthiness and credibility of shopping platforms and can cause consumers to make wrong purchase decisions.”

However, despite these voluntary guidelines and standards, consumer complaints about fake, sponsored, incentives and manipulated reviews and ratings on online platforms have not reduced. As a result, LocalCircles has conducted a new survey to find out consumers experiences in the last 12 months and whether it is time to make the standards and guidelines mandatory and enforceable. The survey received over 64,000 responses from consumers located in 314 districts of India. 62% respondents were men while 38% respondents were women. 41% respondents were from tier 1, 27% from tier 2 and 32% respondents were from tier 3, 4, 5 and rural districts.

59% consumers who use eCommerce/Quick Commerce apps and posted a low rating or negative review in the last 12 months say they were not published some or most times

The survey first asked consumers who shop on e-platforms, “What has been your experience when you posted a low rating or a negative review of a product on eCommerce or Quick Commerce apps in the last 12 months?” Only 11% of consumers out of 16 519 who responded to the question stated “it was published as is”; 35% stated “it was not published sometimes”; 24% stated “it was not published at all” and 30% of respondents did not give a clear answer. To sum up, 59% consumers who use eCommerce/Quick Commerce apps and posted a low rating or negative review in the last 12 months say they were not published some or most times.

41% consumers who shopped on eCommerce/Quick Commerce apps in the last 12 months always referred to the available ratings and review information

As not all consumers refer or trust online ratings and reviews, the survey next asked, “When you bought something on eCommerce/ Quick Commerce apps in the last 12 months, how did you use the ratings and review information that was available?” Out of 15,324 who responded to the question 41% stated “always went through them”; 35% stated “sometimes went through them”; and 24% stated “only checked them for expensive or non-branded products”. To sum up, 41% consumers who shopped on eCommerce/Quick Commerce apps in the last 12 months always referred to the available ratings and review information.

60% of consumers who shop on eCommerce/Quick Commerce apps say they are likely to purchase from apps that have high quality ratings and review information

As ratings and reviews do impact buying sentiments of consumers, the survey asked, “Are you likely to purchase more from eCommerce/ Quick Commerce apps that have high quality ratings and reviews versus those who do not have this information?” Out of 16,456 who responded to the question 60% stated “yes” they would be influenced by high quality ratings and reviews; 14% stated “no” and 26% of respondents did not give a clear answer. In essence, 60% consumers who shop on eCommerce/Quick Commerce apps say they are likely to purchase from apps that have high quality ratings and review information.

80% of consumers who use eCommerce/ Quick commerce apps are in favour of the government making standards for online reviews and ratings mandatory

Considering that most eCommerce platforms are not following the voluntary standards and guidelines for reviews and ratings, the survey asked consumers, “Post the LocalCircles on online ratings and reviews in 2022, the government formulated standards for the same to improve their quality and credibility. Should the government make these standards mandatory?” The question received 16,343 responses from consumers with 80% stating “yes, absolutely”, 10% of respondents stating “no, let them be voluntary” and 10% of respondents not giving a clear response. To sum up, 80% of consumers who use eCommerce/ Quick commerce apps are in favour of the government making standards for online reviews and ratings mandatory.

In summary, while 59% consumers who use eCommerce/Quick Commerce apps and posted a low rating or negative review in the last 12 months say they were not published some or most times, prospective buyers continue to be influenced by the ratings and reviews. The survey reveals that 41% consumers who shopped on eCommerce/Quick Commerce apps in the last 12 months always referred to the available ratings and review information and 60% consumers who shop on eCommerce/Quick Commerce apps say they are likely to purchase from apps that have high quality ratings and review information. Given the increased use of online platforms for purchase of goods and services, 80% of consumers who use eCommerce/ Quick commerce apps are in favour of the government making standards for online reviews and ratings mandatory as the voluntary standards are basically ineffective.

LocalCircles will escalate the findings of the latest survey to CCPA, BIS and the Ministry of Consumer Affairs such that the standards for online reviews and ratings are made mandatory and enforceable with immediate effect.

Survey Demographics

The survey received over 64,000 responses from consumers located in 314 districts of India. 62% respondents were men while 38% respondents were women. 41% respondents were from tier 1, 27% from tier 2 and 32% respondents were from tier 3, 4, 5 and rural districts. The survey was conducted via LocalCircles platform, and all participants were validated citizens who had to be registered with LocalCircles to participate in this survey.