With the growing usage of the internet, there has been a steady increase in the number of people buying online products ranging from appliances to everyday-use consumer goods. In an online shopping setup, it is difficult for customers to experience the product firsthand in the virtual environment. Many ecommerce platforms provide (a) detailed pictures, 3D models, animations, and videos on their website for customers to explore the product features, and (b) customer reviews and ratings to learn about product performance in different conditions and usage periods from previous customers’ experiences. These help the customers make purchase-related decisions. A large percentage of online customers utilize online customer reviews in their decision-making. However, there is limited knowledge about how customers read and use the information in customer reviews for purchase decisions. This research aims to fill this gap in the literature by studying users’ attention toward customer reviews during online product purchase tasks using eye tracking and their consideration of reviews in the decision-making process. A user study was conducted with 30 participants, who were asked to buy a specified consumer product by searching a popular e-commerce website. A post-task study followed the survey. Participants used the search functions on the websites to locate the selected products. This included browsing product categories, using keyword searches, and evaluating different listings. Once they found a product that matched the description, they had to add it to the cart. Throughout the task, participants followed their usual online shopping behavior, which included comparing products, reading descriptions, and potentially viewing customer reviews. The participants’ gaze movements were continuously recorded using an eye tracker, capturing every action they took on the screen, including product browsing, clicking on details, and reading information. To analyze the level of utilization of reviews by participants, detailed data was collected on the time participants spent on each stage of finding the target product. This included searching for the product, viewing product details, comparing different brand options, and adding the chosen product to the cart. The time explicitly spent reading customer reviews was analyzed to understand participants’ engagement with the reviews and their potential influence on their decision-making. The post-task survey included questions regarding demographic information (such as age, gender, education, etc.) and participants’ spending activities, preferences, and shopping habits. Additionally, participants were asked questions related to their experience during the experiment, such as difficulties faced and decision-making processes.