Purchasing decisions are often strongly influenced by people who the consumers know and trusts. Moreover, many online shoppers tend to wait for the opinions of early adopters before making a purchase decision to reduce the risk of buying a new product. Web-based social communities, actively fostered by E-business firms, allow consumers to share their personal experiences by writing reviews, rating reviews and chatting among trusting members. They drive the volume of traffic to retail sites and become a starting point for web shoppers.