Posting a low rating, negative review? E-commerce platforms might not publish it, survey shows

As the government moves to make standards for online reviews and ratings mandatory, a new survey by LocalCircles shows that 59% of e-commerce and quick commerce users who posted a low rating or negative review in the last 12 months found it was not published some or most of the time.

The nationwide survey, covering over 64,000 responses across 314 districts, comes as concerns mount over fake and manipulated reviews influencing online buying decisions. While voluntary standards introduced in 2022 required platforms to disclose sponsored or incentivised reviews, the data indicates little progress in implementation.

Only 11% of users said their negative reviews were published as is. In contrast, 35% reported that such reviews were sometimes withheld, while 24% said they were never published. The remaining respondents gave no clear answer.

The findings underscore the central role of ratings and reviews in online shopping. According to the survey, 41% of consumers always refer to reviews before purchasing, and 60% are more likely to buy from apps that have high-quality review information.

Despite the 2022 Bureau of Indian Standards (BIS) framework—intended to weed out fake reviews and require disclosure of paid ones—most platforms have yet to fully adopt or enforce these norms. The Consumer Affairs Ministry and BIS had previously held consultations with major e-commerce players, warning that misleading reviews erode public trust and can misguide purchase decisions.

Notably, 80% of consumers in the survey expressed support for making the standards mandatory, saying the voluntary route has proven ineffective. Currently, most platforms do not offer a clear mechanism to flag or identify sponsored or influencer-generated reviews. Only 9% of respondents said platforms provided tools to distinguish them.

LocalCircles, which was part of the guidelines drafting committee, plans to escalate the latest findings to the Ministry of Consumer Affairs, BIS, and the Central Consumer Protection Authority (CCPA), urging that the standards be made enforceable.

The growing influence of online shopping in India, fuelled by a rising internet user base expected to cross 900 million this year, makes transparent and credible reviews a necessity for safeguarding consumer interests.