Many of us are accustomed to the usual process of writing a review:
◉ You make a purchase;
◉ You receive the product(s);
◉ A few days or weeks after the product is delivered, you may receive an invitation to write a review, or you can log in to the website and submit your feedback;
◉ In cases where it's a one-time shopping experience without creating an account, a reputable website will send you a unique link to comment on the purchased item;
◉ Your review is approved and published (assuming it adheres to the guidelines indicated by the online vendor).

In every instance I'm aware of, submitting a review is typically restricted to products one has purchased. Additionally, a limited timeframe is set, within which the review must be submitted post-purchase. It's only reasonable that reviews cannot be submitted after an extended period of time. Both these conditions should be met for maintaining fairness in the online shopping process.

Typically, an online product review encompasses several elements:
◉ User name (often pre-filled; some websites permit anonymity)
◉ Oveall star rating (usually ranges from 1 to 5 stars)
◉ Separate rating for specific functionalities
◉ Review title
◉ Review details (may include photos/videos)

Having outlined the general agreeement on the structure of online reviews, let's now examine how emag.ro incorporates this framework.

To post a review on emag.ro, you only need to be registered on the website; there is no prerequisite to purchase the product beforehand. You can open up the page of a random product, access the reviews section, select a star rating, and click the Add review button.
Do you own or have you used this product? - this is the section heading prompting you to share your opinion about the product. Whether you give a 1-star or a 5-star review, you can do so without having any knowledge about the specific product. It's important to note that, at least, your review undergoes a moderation process.

Review section of two different products

The second irregularity you might notice is that the total reviews count (as indicated in the section title) doesn't match the number indicated by the green seal stamp. That is because the former encompasses all reviews - whether from registered emag users or buyers -, while the latter represents reviews exclusively from individuals who have purchased the product. You won't be able to identify the category of individuals who gave positive or negative ratings unless you utilize the specific filters to view the feedback under each star rating.

It could be perceived that certain products receive a different promotional strategy. When faced with the dilemma of comparing two items, where one has a higher star rating but is not recommended by website customers, while the other, with a lower score, is recommended, the decision-making process becomes less straightforward.

We all rely on reviews; they support consumers in gaining product-related information, thereby increasing their confidence during online purchasing. When an eCommerce website uses “open” systems that allow all consumers to submit reviews, they intentionally tampers with the decision-making process of other potential buyers.
Research shows that 93% of consumers say online reviews affect their shopping choices. They increase consumers' awareness about products or impact consumers' attitudes toward products. The absence of reviews for a product or the limited number of them, especially for recently added products, diminishes the usefulness of online reviews and has a direct impact on sales.

 www.emag.ro  website has implemented this flexible strategy for online reviews, enabling not only themselves, but also their third-party sellers to include fake reviews, influencing buyers' decision.