Have you heard of the saying “the customer is always right”? While this is not necessarily true in all circumstances, the customer’s words certainly have their weight, representing a powerful marketing tool you can use to your benefit. Whether you have already built your eCommerce website or planning to do so, implementing customer reviews into your pages would be a great idea. Why? Here are just some of the reasons:

1. Trustworthiness

One of the aspects you should consider when opening an online shop is how to boost your brand’s trustworthiness, and make customers understand they are dealing with a reliable company. Customer reviews are the proof that your online store gets traffic. Some customers have ordered your products online and are looking to share their satisfaction or general opinion, which is also a magnificent chance for your company to engage a conversation and acquire more info on what to improve and how. If you handle things professionally and believe in your products, there is no reason in the world to avoid inserting customer reviews on your eCommerce website.

2. Free Promotion

You already know that “word of mouth” advertising is the best kind of promotion a brand can get. This is exactly what’s in store for you when integrating customer reviews into your retail website. Big eCommerce website builders, like Shopify and Volusion, enable you to do so using social media plugins. This way you will benefit from even more exposure. A happy review on Facebook from a customer can serve as a powerful promotion as their post reaches their friends and may drive shares and likes. On the other hand, a dissatisfied customer sharing their disappointment isn’t as powerful, however, if dealt with correctly from the company’s side, can drive positive traffic eventually. The company shows loyal service even to its unhappy clientele, and that’s always a good thing.

3. Better Conversion Rates

Studies have shown that conversion rates improve exponentially when the merchant provides customer reviews. The principle is very simple: when reading the description you provide along with your uploaded product images, your eCommerce website’s visitor may take an interest in what you have to offer, however, will not make a purchase just yet. There may be some questions need answering first. Customer reviews present your product from the consumer’s point of view and answers the exact questions a potential buyer may have; hence the increase in conversion rates.

4. Search Engines Visibility

Building a beautiful eCommerce website with appealing pictures and well thought of descriptions is not enough. Such a website would be like a museum with no visitors. You need to drive traffic to your pages in order for sales to come, and the search engines play an important role here. The higher you rank in search engines, the more traffic you will get, and the more sales you will drive. The good news is that user generated content, such as customer reviews, can help you boost your website’s visibility too. This kind of content is appreciated by search engines as it has been written for pure informative purposes, sharing a genuine opinion, and providing feedback for a service.

5. Improving Online Shopping Experience

All of the above combined result in a better online shopping experience for your eCommerce website’s visitors. Having a well ranking website enables them to find a product they have been looking for easily. They can read what you say about your product, but also what other people think of it. They get a reassuring feeling that you are a trustworthy brand, which eventually encourages them to buy.


Customer reviews are, indeed, a powerful marketing tool that retailers should make more use of. Appreciated also by search engines, they bring in free social media promotion and boost an online shop’s conversion rate.