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Shoppers now using reviews to confirm a website is genuine before placing an order

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More than one in 10 online shoppers (11%) has either parted with money on a bogus website or knows someone who has, according to a poll of 2000 shoppers carried out for Feefo, the independent online customer feedback forum.

Nearly a third (31%) of those polled say they would not purchase from the website of an unknown company or brand, and over half are more likely to buy from websites carrying independent product (53%) and service (51%) reviews from past customers.

And, even against a background of recession, two thirds of online shoppers (69%) are not prepared to risk going for the best deal if they have not heard of the retailer. One in ten shoppers (10%) say they have regretted purchasing purely on price, due to subsequent poor service.

“Security is a big issue and independent customer feedback gives shoppers peace of mind when purchasing online”, says Feefo founder Bill Cawley. “However, it is important to make sure customer testimonials are genuine or that an organisation hasn’t been selective about which comments to display. Websites that use Feefo give a commitment that customer feedback cannot be edited or removed.” is an outsourced online customer feedback forum with clients including fashion retailers Thomas Pink, Charles Tyrwhitt, and Jack Wills.

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