But you need to validate if the reviews are legit. These days, the shop itself can create their own reviews. You will notice if the review is fake or genuine on how they said it. Also, in some online shops you can already see how much items they sold and the number of star rating. Actually, those alone can provide impression of how the seller is.
The easiest way to validate real reviews is by reviewing the number of purchases of online products, the most purchased products definitely have real reviews and sellers don't need to carry out fraudulent strategies to increase the rating on their reviews, every buyer will definitely express positive or negative feedback on that product, I think many buyers already have knowledge about it because they are always careful about fake products.