New Trustpilot research shows that reputation is everything

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In the business world, it's said that reputation is everything . Nothing could be more true! In the digital age we live in, even a small gaffe by a brand can cause its customers to distance themselves and distrust it, and users to avoid purchasing its products or services. Research conducted by Trustpilot shows that the majority of online consumers choose not to purchase from a company with a bad reputation. Users pay close attention to a company's reputation , and many of them decide to act (or not act) based on what they hear or read about a particular company.


Interestingly, the main factor causing the decrease in shop customer trust is the deletion of negative reviews by companies , which suggests a strong aversion among consumers towards dishonest behavior .

The Trustpilot survey results show how brands can quickly lose customer trust when they're inactive or lack a modern, dynamic online presence . Customers want to be able to search and find information about the brand online and don't trust companies with outdated, unsecured websites or those that haven't been reviewed by users.

Conversely, Trustpilot found that consumers are primarily influenced by the information they find online and tend to trust brands more with an updated and consistent online presence , an open and transparent approach to feedback, and a willingness to share their mission.