IMPACT OF CUSTOMER REVIEW ON ONLINE SHOPPING

Online shopping has become increasingly popular due to its convenience, and customer reviews play a crucial role in shaping purchasing decisions. This study examines the impact of online consumer reviews on shopping behavior, brand reputation, and business growth. It explores how positive reviews enhance trust and sales, while negative or fake reviews can mislead buyers and harm businesses. The research focuses on online shoppers in Coimbatore, utilizing primary data collected through Google Forms with a sample size of 104 respondents. The study highlights the importance of review authenticity, consumer trust, and businesses' strategies for managing online feedback. Findings suggest that verified reviews, transparency, and proactive engagement can enhance credibility and customer satisfaction in the e-commerce landscape. KEY WORDS: Online shopping, Reviews, E-Commerce, Delivery, Personalized Recommendations