70% of online shoppers say reviews have a major impact on their purchase decision (Source). 60% of online shoppers indicate that reviews are the most important factor when choosing a product. And 90% of online consumers trust recommendations from people they know. With that in mind, every company needs to employ capturing reviews on their products and services. Reviews have challenges for ecommerce sites, though: Reviews attract both SPAM and inauthentic reviews from less-than-scrupulous competitors.