Over the years, Smartson’s Consumer Report has tracked how reviews and recommendations influence purchase decisions. Our 2025 study, based on responses from 4,829 Nordic consumers, confirms that this trend continues - and even for products under SEK 1,000.
In fact, 92% of consumers say they look for reviews before buying products under SEK 1,000, up from 81% in 2023 and around 65% in 2021. The data shows that reviews play a role in purchase decisions even for relatively low-priced products.
When we look closer, the majority start checking reviews at SEK 500 (24%) and SEK 300 (22%), indicating these are the price levels where people most actively research. Only 3% said they never read reviews, a figure that has remained steady over time - underlining just how critical reviews are in purchase decisions.
What does this mean for brands?
Even for lower-priced products, reviews are crucial. With 92% of consumers consulting them before purchase, brands have a strong opportunity to build trust and guide informed decisions. Engagement is strongest around SEK 300-500, where consumers are most active in seeking opinions. Tools like AI-powered summaries or comparison guides can boost trust and make sustainable choices effortless.