Searches for "buy reviews" rose 1,325% over the past year, according to search trend data cited by AnyBusiness.com.au, pointing to growing interest in paid online credibility signals.
The data also showed that searches for "buy followers" reached 981,000 in the past month, up 48% year on year, while "buy reviews" reached 6.7 million over the same period. The figures add to concerns about manipulated ratings, testimonials and social media audiences in online retail.
Consumer purchases increasingly rely on signals such as star ratings, customer images, testimonials and follower counts, especially when shoppers encounter unfamiliar brands through social media ads, marketplaces or influencer-style posts. That dependence has created an opening for sellers to imitate trustworthiness rather than earn it through customer experience.
Mary Tamvakologos, director of operations at AnyBusiness.com.au, said the pattern in search behaviour reflected a broader problem in digital commerce.
"Consumers are trained to look for proof before they buy. Reviews, follower counts, customer photos and testimonials all help people feel more confident when choosing an online brand, especially if they have never heard of it before.
"The problem is that those trust signals can now be bought. A brand can appear popular, established and well reviewed without having earned that reputation from real customers.
"That creates a major risk for shoppers, particularly in eCommerce, where many people buy from brands they discover through social media ads, marketplaces or influencer content. A polished Instagram page or hundreds of five-star reviews should not be the only reason someone feels safe making a purchase."
Warning signs
Shoppers should be cautious when a business has a large social media following but little visible interaction. A high follower count paired with few comments, limited discussion or a lack of tagged customer posts can indicate an audience that is not genuine.
Review patterns also matter. Clusters of five-star ratings posted over a short period, especially when they use similar language or offer vague praise, can suggest paid or incentivised activity rather than organic customer feedback.
Tamvakologos urged consumers to pay attention to the level of detail in reviews.
"One of the biggest warning signs is a brand with thousands of followers but very little genuine engagement. If posts have lots of followers behind them but barely any real comments, conversations or tagged customer content, that is worth questioning.
"Reviews are another area where consumers need to slow down. If every review is five stars, very short, overly generic or posted within a similar time period, that can suggest they are not organic. Real customer feedback is usually more varied. Even strong businesses will have a mix of detailed praise, practical feedback and the occasional complaint.
"Shoppers should also check whether reviews mention specific products, delivery experiences, sizing, customer service or returns. Fake reviews often sound polished but vague. They might say 'great product' or 'amazing service' without explaining what was purchased or what actually happened."
Other red flags include missing or vague business information, hidden returns policies, unclear delivery timeframes and contact details that are hard to verify. A polished online shop with little evidence of real customers, support queries or post-purchase discussion may warrant extra scrutiny.
Consumers should also test a brand's wider footprint. If a seller presents itself as highly popular but appears only on its own website or social pages, shoppers can search for the business name alongside terms such as reviews, scam, returns or complaints before purchasing.
Impact on retailers
The issue affects not only buyers. Businesses that build their reputations through service and customer satisfaction can also be undermined as paid endorsements, fabricated reviews and bought followers become more common.
Tamvakologos said artificial trust signals could weaken confidence across the wider eCommerce market.
"Reputation is one of the most valuable assets a business can build. Buying reviews or followers might look like a shortcut, but it can damage long-term trust if customers realise that credibility was manufactured.
"For legitimate businesses, the answer is not to compete in the black market. It is to build proof properly. That means asking real customers for reviews, responding to complaints, showing transparent policies, publishing useful product information and making it easy for people to verify who is behind the business.
"In eCommerce, trust is not just a marketing asset. It directly affects conversion, repeat purchases and customer loyalty. Brands that invest in genuine customer experience will always be in a stronger position than those trying to buy the appearance of one."
For shoppers, the recommended checks are practical rather than technical: confirm that contact details and returns information are easy to find, assess whether reviews are detailed and spread over time, look for natural social media engagement, and check whether payment methods offer buyer protection. Consumers can also look for signs that the same products are being sold elsewhere under different brand names, as well as repeated complaints about delivery, refunds or customer service.
"Consumers do not need to become investigators every time they shop online, but they should take a minute to sense-check the business. If the only thing making you trust a brand is a follower count or a wall of perfect reviews, it is worth doing one more search before handing over your card details."