Consumer Reviews Most Powerful Purchase Influence

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"According to a just released study from Weber Shandwick with KRC Research, 65% of potential consumer electronics purchasers are inspired by a consumer review to select a brand that had not been part of their original consideration. And, the average buyer consults 11 consumer reviews on the path to purchase."

Some of the key criteria used to judge the credibility of reviews were "fair and balanced," "well written," "containing stats and data," and "not anonymous." 

From MediaPost: http://www.mediapost.com/publications/article/190935/consumer-review-said-to-be-the-most-powerful-purch.html

Not totally surprising, but it shows the importance of building a review community. If your ecommerce site doesn't have reviews, buyers may search other sites for them and end up buying elsewhere.