Consumer behavior is the study of individuals, groups or organizations and all activities related to the purchase, use and disposal of goods and services. It is a marketing discipline that appeared in the 1940s. A number of different factors influence consumer behavior and it is a complex process that does not last only at the moment of purchasing a product or service. Consumers are informed before buying, especially when it comes to more expensive products. Selection is influenced by a wide range of internal and external factors. The most important external factor is reviews. With the development of the Internet and social platforms, it is becoming easier for consumers to share their experiences and find out about others. Many consumers have changed their shopping habits since the COVID-19 pandemic started. More and more products are bought online, and most online stores have reviews that influence product selection. Also, specialized groups on social networks are increasingly active, where consumers independently exchange their experiences. In addition to the consumers themselves, specialized journalists do reviews of a number of products that they publish on their websites or social networks. In addition to the text format, the increasingly popular video format allows consumers to see other dimensions of the product in action. As useful as they are, online reviews also bring a number of new problems. The simplicity of leaving a review opens the door to fake reviews that are not always easy to spot. Stores often block negative reviews of their products. The aim of this paper is to analyze the influence of online reviews, whether positive or negative, on consumer behavior and their related shopping habits.