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: info@spollup.jp

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."