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.
Yes, but there could still be fake reviews though even if there are a lot of individuals who supposedly buy the product online. Or better yet you have to check individually those who commented positive to see if they are not a bot or what.
But in any case, it's a feedback that is really important, and for us consumers, I also have the habit to put up a good or even bad reviews to products that I bought online. At least I can contribute to the buying public and maybe some are going to believed on what I going to give to the product that I buy. And everyone should do that as well if I may suggest, me and my wife also took videos and photos to show it on the reviews and feedback page.