87% of Marketplace Shoppers Trust Reviews and Ratings as Much as Physical Inspection of Goods

What does this change for sellers?

According to the Association of Digital Platforms, the established system has effectively put online shopping on par with offline inspection. 'Russian platforms have managed to build a system that most people trust no less than their own eyes. A buyer sees information about the seller and reviews from millions of other consumers, can verify documents, and easily return a defective product,' the association said in a comment.

The association also noted the reverse effect of the reputation mechanism: it has become difficult for dishonest sellers to operate on the platforms. 'People simply don't buy products without documents, with low ratings and negative reviews,' the organization emphasized. This has brought trust in online shopping to a historically high level.

Where were the data presented?

Mikhail Utkin announced the study's results at the 'Digital Solutions' forum, which runs from October 6 to 10, 2026, at the National Center 'Russia' in Moscow. The forum is organized by the Ministry of Digital Development of Russia with the support of the Government of the Russian Federation. The business program features more than 120 sessions with over 700 speakers. The session took place as part of a thematic day dedicated to digital platforms.

For the e-commerce market, the study's conclusion is clear: investments in content descriptions, rating management, and review moderation convert directly into buyer trust and sales. A product without the full set of reputation markers loses access to 9 out of 10 potential customers who compare online information with an in-person inspection.