The power of influencers is waning, with customers more likely to trust independent customer reviews and user-generated content (UGC) for their buying decisions than celebrity or influencer marketing, according to a new report.
The research, from Akeneo, shows that nearly two-thirds (65%) of UK consumers have made a purchase this year based on online reviews or comments from fellow shoppers. That compares to 58% who say they’ve been influenced by social media endorsement.
Those buying based on influencer content has fallen to half (50%) in 2025, down from 54% two years ago.
Customers were most likely to seek out information from other customers in sports and leisure equipment (63%), decorative homewares (58%), luxury goods (56%), and cultural events (55%).
Shoppers trust other shoppers
“Ultimately, shoppers trust other shoppers,” said Romain Fouache, CEO at Akeneo. “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,” he said.
The survey showed the importance of accurate product information for product reviews, with negative feedback most likely when a product received doesn’t match its description for two-thirds (66%) of customers. 40% had returned a product in the past year for this reason, down from 49% in 2023.
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