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E-Consultancy had an article about a recent study by Reevoo for YouGov about shopping online habits.

The basis of the reports states that comments and product reviews by consumers do sway new buyers but questions the accuracy of the reviews and calls for a more regulated system.

Third party endorsements are powerful way of selling and the larger retails can afford to offer consumer opinion on products, because they can switch suppliers and are not reliant on a small product range.

This is an ongoing theme on the web at the moment - Answerability. Too many people are doing to many things on line with a view to staying anonymous, with extreme cases of bad blog comments, and Cyber bullying through Facebook.

The questions is as with all media. How independent can any comment actually be?