Smith says the shakeout will largely depend on who the sites choose as partners. Where some may see a glut, others see the beginning of an opportunity to reshape the way online businesses and their customers interact. Smith says studies show that 70 percent of web surfers are looking for product information. He envisions a time when every e-commerce site will include reviews and buying guides. Martha M. Frey , a senior consultant at the Patricia Seybold Group, says manufacturers who ignore the changing dynamic do so at their own peril.
Businesses are understandably leery of negative consumer reviews, which can be downright scathing.
But a willingness to listen to customers and remedy product and service deficiencies can build trust. And when businesses set up their sites, Frey says, they can make sure that comparison tables include special features, warranties, and delivery services they offer that other comparison sites may ignore. At this point many feel it's dangerous, but I would say it's dangerous not to do it. Ardito does not believe everybody does as much research before buying as heavy users of the Internet. Furthermore, she doesn't see that many people feeling compelled to write reviews, especially after the novelty wears off.