Do you trust customer reviews on e-commerce websites?

Yes!...If I like the product i'll ignore the negative feedback though lol

Most definitely, my answer is yes. I never buy a thing from an e-commerce store until I see a good amount of positive reviews along with parcel pictures.

There are two aspects to your question which are quite contrary. Firstly when I step in the shoes as a consumer, then in this case my answer is definitely YES! Whenever I use any e-commerce platform the first thing that I do after liking a product is to check the reviews. There are have been multiple incidents, when even despite me liking a particular product I have refused to buy it, solely based on the bad customer reviews. Now even though most of the e-commerce websites offer an exchange policy or refund; as a customer, it is the inconvenience that comes to my mind. Now as someone that has seen the business side of things, I generally grow suspicious of customer reviews. Most businesses, unfortunately, buy fake reviews and I'm sure this part of the comment is going to get me, haters! But it is what it is! A few articles that I recently came across while browsing through the web revealed that certain brands have fake reviews ranging from as low as 4% to as high as 20%. Quoted from an article that I came across: “In 2019 alone, Amazon spent more than $500 million and employed more than 8,000 people to reduce fraud and abuse on its platform,” according to researchers. They found Amazon was deleting around 40% of the fake reviews. Now isn't that surprising! It is definitely a very unethical practice and not something that I would personally use in my own business. When you build something, you ideally must have user empathy and fake reviews are just misleading.

Yes, if it is not flooded with fake reviews. It is helpful most of the time.