Influencers 'are losing their influence in swaying Brits'

The advertising amd marketing industry’s obsession with celebrities and online influencers appears to be misplaced, with customer reviews and user-generated content carrying far more weight in British shoppers’ purchasing decisions, amid claims that, ultimately, UK shoppers only really trust each other.

That is according to new research from product experience company Akeneo, which reveals that nearly two-thirds (65%) of UK consumers say they have made a purchase based on online reviews or comments from fellow shoppers, compared with 50% who say they have been swayed by influencer content – down from 54% in 2023.

The most popular product categories where UK consumers actively sought out peer-to-peer information included sports and leisure equipment (63%), decorative homewares (58%), luxury goods (56%), and cultural events (55%).

However, the report is quick to point out that positive customer reviews do not happen by accident – they are built on the back of accurate product information.

Some 66% of UK shoppers say that discrepancies between the product they receive and its description are a key reason for leaving negative reviews, with 40% saying they had returned an item in the past year because the product details were inaccurate or misleading.

While the report shows the return rate driven by poor product information has decreased from 49% in 2023, it highlights a key issue in the context of the rapid rise of agentic AI and AI agent-powered shopping, which requires clean and accurate product data to serve item suggestions.

Akeneo chief executive Romain Fouache said: “From high return rates to abandoned carts, so many of the issues that damage customer trust can be traced back to poor product data.

“Creating a single source of truth through a robust product information management system, enhanced with AI-driven data governance, empowers retailers to deliver a seamless experience across channels – and sets the foundation for the five-star reviews that increasingly power AI shopping recommendations while also encouraging UK shoppers to purchase.

“Ultimately, shoppers trust other shoppers. 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.”