With Fakespot, he developed a way to help consumers sort real reviews from fake ones, helping to dramatically increase trust and confidence among those making online purchases.įakespot doesn’t do this by having an army of its own reviewers reviewing the reviews. He rightly understood that some sellers were gaming review systems, farming positive reviews in an effort to artificially inflate product reputation, thereby undermining the trustworthiness of review systems to the detriment of customers and ethically-minded sellers. In 2016, Saoud Khalifah saw the proliferation of fake reviews online and realized the massive problem it was causing. In the worst case, these reviews that we need to be able to trust are actually acts of deception intended to artificially inflate reviews for an inferior product. In the best case, user reviews can help us quickly differentiate a high-quality, reliable product from a cheap, unreliable alternative or an unreliable seller. To help sort the good from the bad, people increasingly turn to reviews from other people: star ratings and short written blurbs that we hope are honest reactions from those who have experienced the product or seller.
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This global ecommerce scale-up has also created new challenges for consumers, such as how to make decisions like where to shop, which products to buy for a given need, and which vendor within a store to buy from. Convenience and ease have multiplied over the years as people have benefited from the unprecedented economies of scale emerging from the digital marketplace. For close to thirty years, commerce has been at the core of how people use the Internet.
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