Published
05/29/2026, 16:22Product reviews and ratings have become one of the main factors when choosing products on marketplaces. According to a survey of more than 1,000 users, most shoppers pay more attention to reviews than to delivery times or product listings.
The survey showed that over 50% of respondents shop on online platforms several times a month, whilst one in three does so several times a week. When choosing a product, users primarily look at the price, discounts, reviews and ratings. Photos and descriptions were important to only 30% of those surveyed, delivery times to 18%, and country of manufacture to 9%.
According to a study by Ozon Kyrgyzstan, 66% of shoppers always read reviews before making a purchase, whilst a further third do so regularly. On average, users spend between 3 and 5 minutes reading reviews. Older people, however, are more likely to spend over 10 minutes analysing reviews.
For half of shoppers, a product rating of 4.8 stars is considered satisfactory. Another third focus on ratings in the 4.5–4.7 range. At the same time, users assess not only the rating itself, but also the number of reviews, photos and the content of the comments.
Reviews are studied most closely when purchasing clothing, footwear, accessories, household appliances and electronics. Categories where the opinions of other shoppers are particularly important also include beauty and health products, homeware and food.
The company also noted that today 99% of sellers from Kyrgyzstan sell goods on the Russian market. At the end of the first quarter of 2026, clothing sales had increased more than fourfold compared to the same period last year. Sales of beauty and health products, children’s clothing, books and accessories also rose significantly.
