E-commerce platform Coupang working to ensuring that the reviews displayed are credible and honest in order to attract users that rely on customer reviews to make shopping decisions.

As more online shoppers turn to customer reviews to help them make consumer choices, the need for objective reviews has become more important.

Unlike many other online shopping malls that provide incentives to consumers for posting positive reviews or take measures to push negative reviews out of sight, Coupang uses a reviewer credibility system to make sure that all reviews, positive or negative, are well-represented.

All of the reviews on Coupang are written voluntarily by shoppers who have not received any financial compensation.

Coupang’s smart filters also allow consumers to find the reviews that are most relevant to their shopping needs. Consumers are asked to answer review questions that are most relevant to the product they purchased, and shoppers can search for keywords to find reviews focusing on particular aspects of a product.

The review system has attracted more customers seeking objective and specific information about products, the company said. 

By Won Ho-jung (hjwon@heraldcorp.com)