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One shopper has become so discouraged by online reviews that she has launched her own independent review site, already attracting hundreds of hits every day by users appreciating the sincere approach to product and service reviews, despite only having been live for under a week.

Research of 1,176 Brits has found that 92% of online shoppers search for and read product reviews before making purchases, but 64% of those polled said they didn’t always trust site reviews, given the recent Belkin scandal where the IT firm paid individuals to write positive customer reviews.

One shopper became so discontent with online reviews that may or may not have been honestly written, that she launched her own review site,, which will focus on avoiding the fluff that is so often find in product and service reviews.

As part of its launch market research, commissioned research to investigate the public’s perception of online shopping reviews. Half of the participants, 52%, said that the current economic situation meant that reading other people’s thoughts on products was “more important than ever”, but 64% said they no longer totally trusted online customer reviews.

The site is a separated into simple product categories, and the user can also search for keywords to read about the best and worst products out there. Since launch, over 100 reviews have been posted on the site, ranging from clothes and games to wine and showers. Users can comment and recommend products for review.

Jill Tovey, MD of had the following to say,

“I’ve shopped online for over 10 years, but have recently become increasingly frustrated by the customer reviews that have so obviously been written by people with an interest other than informing potential buyers. The recent Belkin scandal is the tip of the iceberg unfortunately, as many online are aware.

“As a website designer, I have taken it upon myself to create an independent review site which in my mind can and will look at everything from beans to holidays – if I and my team do not believe in a product’s value to my readers, I am under no obligation to say otherwise, which I think has been missing from review sites.

“I hope will grow into a compendium of up-to-date and honest reviews, with a real community feel.”


For more information, please feel free to get in touch with Rich Leigh, 10 Yetis Public Relations Agency,, 01452 348 211 or on Twitter @RichLeighSmith.

EDITORS NOTES: launched at the end of February 2009, and has grown organically already achieving hundreds of unique hits per day

The site is independent, meaning no allegiance to any product or company, nor any agenda other than to help visitors find products in a crowded marketplace

This press release was distributed by ResponseSource Press Release Wire on behalf of 10 Yetis PR and Marketing in the following categories: Leisure & Hobbies, Women's Interest & Beauty, Consumer Technology, Media & Marketing, Retail & Fashion, for more information visit