If you’re shopping online in Southeast Asia, you’ve probably come across product pages with hundreds of glowing 5-star reviews. While it’s easy to get excited about a highly rated product, here’s the thing: not all reviews are what they seem. Fake reviews have become a bigger problem than ever, especially on e-commerce platforms, where sellers are constantly trying to outdo one another to grab your attention.
What Fake Reviews Actually Look Like: More than just bots — real people are in on the action
When we think of fake reviews, most of us picture bots spamming product pages with generic praise. While that’s definitely part of the problem, things have gotten more sophisticated. Fake reviews now look shockingly real. We’re talking about detailed testimonials, photos of products, even unboxing videos — everything you’d expect from an authentic review.
The trick is that many of these reviews are written by real people — paid to leave positive comments or upload staged product photos. Sellers on ecommerce platforms have discovered that a few fake, glowing reviews can boost their rankings and help them stand out in a crowded market.
Why Fake Reviews Are So Common in E-commerce
Sellers know that 5-star ratings increase trust, help products get noticed, and ultimately, lead to more sales. So, if a product doesn’t have many reviews yet, some sellers opt to create their own. And why not? It’s a shortcut to get ahead, especially when consumer trust can be fragile in the early days of a new product launch.
But while it may seem like a quick fix, this is a short-term gain that comes with long-term risks. Consumers are catching on, and as fake reviews become more common, trust in online ratings is eroding.
Platforms Are Fighting Back — But Policing Fake Reviews Isn’t Easy
E-commerce platforms like Shopee and TikTok Shop are aware of the growing problem and have started to implement new measures to crack down on fake reviews. Shopee, for example, has introduced features like verified reviews — where only confirmed buyers can leave feedback — and filters that show the most helpful content.
But here’s the issue: fake reviews are hard to catch. With millions of products and reviews posted every day, keeping up with every fraudulent review is nearly impossible.
Platform Policies: Are They Doing Enough?
TikTok has introduced policies to combat fake reviews, focusing on user-generated content and content creators who promote products. The platform has set up a system to flag suspicious reviews, particularly those that appear to be incentivized or fake. For instance, TikTok Shop relies on a reporting mechanism where users can flag fake reviews, hoping that this will help maintain transparency.
However, one key issue is TikTok Shop’s reliance on creators who may not always fully disclose when content is sponsored. This lack of clear boundaries between organic content and paid promotions can make it difficult for consumers to trust the reviews they see. As a result, TikTok Shop is in the early stages of regulating fake reviews in a comprehensive manner, and there’s more to be done to ensure consumers can easily distinguish real feedback from manipulated ratings.
On the other hand, given its sheer scale and dominance in the market, Shopee is no stranger to the issue of fake reviews. In fact, the platform has been one of the more proactive players in tackling review manipulation head-on.
Shopee has implemented a variety of tools aimed at ensuring review authenticity. For example, the platform has strict review guidelines that require users to submit honest feedback based on actual purchases. They also introduced verified purchase badges to clearly indicate whether a review comes from a legitimate buyer.
While Shopee’s efforts to curb fake reviews are commendable, there are still gaps in the system that need to be addressed. The platform is making strides, but with its growing popularity, Shopee will need to continue refining its policies to protect consumer trust.
Do These Platforms Do Enough?
While those platforms have taken steps toward combating fake reviews, the problem is far from being fully resolved. Each platform has its own set of policies and tools designed to combat review manipulation, but there are still loopholes that can be exploited by sellers.
The battle against fake reviews is ongoing, and platforms will need to continue adapting their policies to stay one step ahead of deceptive practices. For buyers, it’s important to rely on verified reviews, read detailed testimonials, and question overly positive feedback. For sellers, maintaining transparency and building trust with customers through honest reviews can only lead to long-term success.
So, What Can You Do as a Shopper?
A few simple habits can save you from disappointment
- Look at newer reviews: Fake reviews often pop up in waves, so try sorting reviews by the most recent ones.
- Check for photos: Stock photos are a huge red flag. Real buyers usually upload their own pictures.
- Dig deeper: If a product has mostly 5-star reviews, but the occasional 1-star review is buried, check those out — they can often reveal the truth.
- Use your gut: If something feels too good to be true, it probably is. Trust your instincts when shopping.
Final Thoughts: Building Trust in an Age of Deception (Real reviews matter more than ever)
As Southeast Asia’s e-commerce market continues to boom, consumer trust will be one of the most important factors in a brand’s success. While fake reviews might offer quick wins, they’re ultimately damaging to long-term business growth. As shoppers, we need to stay vigilant. Brands need to prioritize transparency, and platforms must continue improving systems to make sure that authenticity remains at the forefront.
In the end, reviews are just as important as the product itself.
