Independent customer reviews and user-generated content (UGC) carry more weight in British shoppers’ purchasing decisions than celebrity or influencer marketing, according to new research from Akeneo.

Nearly two-thirds (65%) of UK consumers say they have made a purchase based on online reviews or comments from fellow shoppers, compared with 58% who have been swayed by social media endorsements.

Despite the prevalence of sponsored posts and branded content in product marketing, the power of influencer endorsements over British shoppers has declined over the past two years. In 2023, 54% of respondents reported making a purchase based on influencer content, compared with 50% in 2025.

However, Akeneo warns that positive customer reviews don’t happen by chance, rather they depend on accurate product information. 66% of UK shoppers say that discrepancies between the product they receive and its description are a key reason for leaving negative reviews, while 40% report returning an item in the past year because the product details were inaccurate or misleading.

While Akeneo’s data shows the return rate driven by poor product information has decreased from 49% in 2023, the company highlights this as a key issue in the context of the rapid rise of agentic AI and AI-powered shopping, which rely on clean and accurate product data to generate reliable recommendations.

“From high return rates to abandoned carts, so many of the issues that damage customer trust can be traced back to poor product data.”

Romain Fouache, CEO, Akeneo

“Creating a single source of truth through a robust PIM system, enhanced with AI-driven data governance, empowers retailers to deliver a seamless experience across channels,” said Fouache. “[This] sets the foundation for the five-star reviews that increasingly power AI shopping recommendations, while also encouraging UK shoppers to purchase.”

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%).

“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,” Fouache added.