75.6% of E-Commerce Users Have Suspected Fake Reviews

Spollup Inc. (Headquarters: Chofu City, Tokyo; CEO: Shinjiro Yamamoto) conducted the "In-depth Survey on E-commerce Review Reliability 2026," targeting 500 active e-commerce users. This survey serves as a sequel to a preliminary study (n=6,000) conducted by the company in March 2026. It is the latest research shedding light on the reality of review reliability in e-commerce and how the basis for trust differs by user attributes. Below are the key findings:

Experienced doubting reviews as "fake" or "manipulated": 75.6%

Experienced abandoning a purchase due to distrust in reviews: 65.4%

Answered "ratings are all 5 stars" as a reason for distrust: 64.8% (most frequent)

No. 1 basis for trust: "Detailed reviews that include negative content" (74.6%)

Tendencies in trust cues differ between high-income and low-income groups (Photos: +27.5pt difference, Shop replies: -28.9pt difference)

In the preliminary survey, 82.0% of respondents answered that they "check reviews before purchasing." However, this main survey confirmed a widespread, deep-seated distrust beneath this behavior. Furthermore, cross-attribute analysis across nine axes revealed that the basis for trusting reviews branches off in different directions depending on age, economic class, and occupation.

Survey Overview

Survey Name: In-depth Survey on E-commerce Review Reliability 2026

Methodology: Internet survey

Target Audience: Active e-commerce users nationwide, male and female

Valid Responses: 500 (250 male / 250 female)

Survey Date: April 30, 2026

Conducted By: Spollup Inc., Research Division

Supplementary Reference Data: E-commerce Usage Reality Survey 2026 (Preliminary survey, n=6,000, conducted in March 2026)

A detailed report, including cross-tabulations between attributes and questions, is available free of charge via a specific access link.

Inquiries Regarding This Matter

Spollup Inc. Contact: Kato

Email: [email protected]

URL: https://spollup.jp/contact/

● Details of Survey Results

"Looking, but not believing" ── Behind the 82% Review Check Rate

In-depth Survey on E-commerce Review Reliability 2026 / Spollup Inc.

In a preliminary survey (n=6,000) conducted by our company in March 2026, 82.0% of respondents said they "almost always check" reviews before making a purchase, confirming that reviews are a major decision-making factor in modern e-commerce purchasing.

However, when active e-commerce users were asked in this survey, 75.6% replied that they "have suspected reviews of being fake or manipulated." Furthermore, 65.4% had "experienced abandoning a purchase due to distrust in reviews."

This survey visualized the structural reality that while almost everyone "looks" at reviews, almost everyone also "doubts" them.

What is judged as a "Fake"?

In-depth Survey on E-commerce Review Reliability 2026 / Spollup Inc.

In a preliminary survey (n=6,000) conducted by our company in March 2026, 82.0% of respondents said they "almost always check" reviews before making a purchase, confirming that reviews are a major decision-making factor in modern e-commerce purchasing.

However, when active e-commerce users were asked in this survey, 75.6% replied that they "have suspected reviews of being fake or manipulated." Furthermore, 65.4% had "experienced abandoning a purchase due to distrust in reviews."

This survey visualized the structural reality that while almost everyone "looks" at reviews, almost everyone also "doubts" them.

Distrust in Reviews Directly Affects Purchasing Behavior

In-depth Survey on E-commerce Review Reliability 2026 / Spollup Inc.

In-depth Survey on E-commerce Review Reliability 2026 / Spollup Inc.

Overall, 65.4% (62.8% of men / 68.0% of women) answered that they have "experienced giving up on a purchase due to distrust in reviews." Two out of three people have abandoned a purchase because of suspicion.

Also, regarding the question, "Do you ever purchase without checking reviews?", a significant difference between men and women was observed.

"Almost always check": Overall 47.2% (Men 40.4% / Women 54.0%)

"Often do (skip if it's a trusted brand)": Overall 18.8% (Men 24.8% / Women 12.8%)

While there is almost no gender difference in the rate of suspicion itself, there is a difference in coping strategies. Men tend to skip checking by "relying on trusted brands," while women tend to "scrutinize every time."