6 Reasons Why Online Reviews Matter To Your E-commerce Business


In today's digital age, online reviews are becoming an increasingly integral part of the buying process for consumers. According to a study by BrightLocal, 91% of consumers read online reviews before making a purchase decision, and 84% of consumers trust online reviews as much as personal recommendations. As a result, it is essential for e-commerce businesses to understand why online reviews matter so much as well as how to attain them to ensure that they are attracting and retaining customers. In this blog post, we will discuss 7 reasons why online reviews matter to your e-commerce business and some ways small businesses can go about collecting them.

Why Do Online Reviews Matter?

black and white typewriter on white table
Photo by Georgia de Lotz on Unsplash

Online reviews matter because they play a crucial role in shaping consumers' purchasing decisions and influencing the reputation of businesses. Reviews provide valuable firsthand experiences and opinions from other customers, offering a sense of trust and credibility. Positive reviews can enhance a business's reputation, attract new customers, and foster a sense of confidence in their offerings. Conversely, negative reviews can deter potential buyers and damage a company's image. With that, here are the 6 specific reasons you'll want to prioritise positive reviews for your business! 

1. Online Reviews Provide Social Proof

people laughing and talking outside during daytime
Photo by Priscilla Du Preez on Unsplash

One of the main reasons why online reviews matter to e-commerce businesses is that they provide social proof. Social proof is a psychological phenomenon where people are more likely to trust something if they see that others have trusted it before. When potential customers see positive reviews of a product or service, it can increase their confidence in their purchase decision, leading to higher conversion rates.

2. Online Reviews Improve Customer Experience

man in grey crew-neck t-shirt smiling to woman on counter
Photo by Clay Banks on Unsplash

Online reviews provide valuable feedback to businesses on the customer experience. Customers are able to feel heard and seen through these reviews, which makes them more likely to frequent. Furthermore, by reading reviews, businesses can identify areas of improvement and make necessary changes to enhance the customer experience. This, in turn, can lead to more positive reviews and a better overall reputation.

3. Online Reviews Increase Search Engine Visibility

SEO text wallpaper
Photo by Merakist on Unsplash

Not many people seem to know this, but online reviews also play a role in search engine optimization (SEO)! You shouldn’t just pay attention to SEO keywords, but also your product reviews. Search engines, such as Google, take into account the quantity and quality of reviews when determining search engine rankings. Therefore, having positive reviews can improve a business's visibility in search engine results, leading to more organic traffic and potential customers.

4. Online Reviews Build Trust And Credibility

brown wooden blocks on white surface
Photo by Brett Jordan on Unsplash

When businesses have a large number of positive reviews, customers develop a stronger sense of trust. They’ll see that your business supports and values customer opinion, all the more encouraging them to shop from your store. Customers are also more likely to trust businesses with a proven track record of satisfied customers, and positive reviews can help establish that credibility.

5. Online reviews Can Increase Sales

man in green jacket walking on sidewalk during daytime
Photo by Markus Spiske on Unsplash

Online reviews can also have a direct impact on sales. A study by Spiegel Research Center found that products with reviews have a 270% higher likelihood of being purchased than products without reviews. Not to mention, customers almost always check for reviews before making a purchase decision – as highlighted above. This highlights the importance of having reviews for ecommerce businesses, as it can directly impact the bottom line.

6. Online Reviews Help With Reputation Management

orange megaphone on orange wall
Photo by Oleg Laptev on Unsplash

Online reviews can also help with reputation management. When businesses have a negative review, they have the opportunity to respond and address the issue publicly. This can help show potential customers that the business cares about its customers and is committed to providing excellent customer service.

Attaining Online Reviews

six white sticky notes
Photo by Kelly Sikkema on Unsplash

Now that we understand why online reviews matter, let's discuss some ways small businesses can go about attaining them. One of the easiest ways to attain reviews is to simply ask. This can be done through email follow-ups, on the website or social media channels, or in-store.

Another way to attain reviews is to incentivize customers. This can be done through discounts, giveaways, or loyalty points. However, it is important to note that incentivised reviews should be genuine and not forced or coerced.

Online reviews are a crucial component of a successful e-commerce business. They provide social proof, improve customer experience, increase search engine visibility, build trust and credibility, increase sales, help with reputation management, and provide valuable feedback for businesses. Small businesses can attain reviews by simply asking customers, incentivising customers, and providing excellent customer service. By understanding the importance of online reviews and taking the necessary steps to attain them, e-commerce businesses can improve their reputation and ultimately drive more sales. Feel free to reach out to our team over at INTERLUNAR for advice and guidance!

Back to Blog
Latest Posts