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Are product reviews important in an online store?

Julia Kozak
23/11/2023 | 4 min read
Are product reviews important in an online store?

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    In today's times, a significant part of life is moving to the internet. One of such aspects is shopping. Increasingly, we choose to shop online rather than in physical stores. The dynamic development of e-commerce is undeniable evidence of this phenomenon and confirms that consumers definitely prefer to buy products in online stores. Currently, due to the development of online trade, there is a very extensive database of companies selling their products online, so how can you stand out from the competition? Certainly, product reviews and star ratings are important. Customers pay special attention to the reviews of other users and the opinions about the product in the store that interests them. Therefore, sellers should take care of good reviews and their visibility on their websites.


    Customer Reviews


    Over 90% of consumers check opinie about the product they plan to purchase before making a buying decision. Therefore, it is worth encouraging your customers to share their experiences about the selected products. Numerous reviews attract potential buyers because they create credibility and make buyers more likely to finalize their orders.


    User reviews play a special role in e-commerce stores because customers make their decisions based solely on product photos and the praising opinions about the offer. It is a fact that product reviews increase zaufanie customers, so how can you obtain positive product reviews?


    How to obtain product reviews?


    Potential customers pay special attention to the opinions of other consumers before making a purchase. How can you effectively take care of product reviews in your e-commerce store? By running an online store, first and foremost, consider expanding your obsługi customer system by surveying their satisfaction. You can use surveys and forms or emails inviting them to leave reviews, which you will send a few days after the purchase.

    Thanks to such actions, you will find out whether a particular user is a satisfied or dissatisfied customer. Honest feedback from buyers will allow you to refine your offer in the e-store and make consumers more willing to return for further purchases, thus increasing your zwiększysz sales. An additional advantage of emails requesting feedback is the acquisition of a large number of reviews, and the more there are, the greater the trust of potential customers.


    E-store and the automation of the customer review acquisition process


    You can automate the process of obtaining positive product reviews in your store using the Rating Captain tool. The application allows for the automatic sending of invitations requesting reviews from users who have used your e-store's offer.


    Once you have collected a sufficient number of reviews, it is worth displaying them on the website of your e-commerce store. You can do this in the form of a widget on the product page, and this approach will contribute to increased visibility in search results and better positioning, as customer reviews naturally contain strategically placed keywords and authentic statements.


    Customer reviews and the Omnibus directive


    We have already mentioned several reasons confirming the validity and importance of collecting product reviews in an online store. Reviews can be obtained in many ways, but it must be done in accordance with applicable legal regulations. In January 2023, the EU dyrektywa Omnibus directive came into force, which enforces specific behaviors in the e-commerce world and indicates how to obtain reviews honestly and without hindering the addition of reviews.


    The directive imposes an obligation to inform whether the reviews concerning our online store have been verified and come from genuine consumers.


    Manipulating reviews is strictly prohibited. It is mandatory to display both positive and negative comments on the store's website.



    Consumers seek confirmation of the validity of their product choices based on the opinions of other customers. The most attractive products in the offer are those that have many customer reviews, as they convince customers to make a purchase. Positive comments increase the trust of potential customers and, consequently, increase sales. It is worth obtaining positive reviews for a given product by sending a request for reviews. To facilitate this process, you can use tools such as Rating Captain. It is an application that automates the invitation sending system. In the era of the Omnibus directive, every effort should be made to obtain reviews in compliance with the regulations.


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