The Importance of Online Reviews in E-Commerce

The world of e-commerce is constantly evolving, but there’s one thing that remains the same: customers want to know that they’re buying quality products. Love them or loathe them, online reviews help customers make informed purchasing decisions.

In fact, 70% of customers consult with online reviews before making a purchase.

Here’s why online shop owners should be embracing customer reviews:

Reviews Build Brand Awareness

Exposure expands your brand’s reach and – hopefully – boosts your bottom line. When customers review your products or services through independent sites, social media or other platforms, they put your brand in front of the eyes of people who might be interested in what you have to offer.

Take as an example. The website provides reviews of different air hockey tables, which helps consumers make informed decisions and also builds brand awareness for the manufacturers of the tables.

Some customers will leave their reviews for products on Instagram or YouTube, which can result in serious exposure if an influencer talks about your brand.

Reviews Can Increase Sales

It’s the goal of every business to increase sales, and reviews can help you do that. According to Shopify, 63% of consumers are more likely to buy a product if it has ratings and reviews.

Reviews also help build trust with consumers, which can be hard to come by with sales and product pages alone.

Positive reviews from actual customers will automatically build trust with consumers and ultimately lead to more sales.

Reviews Make You Aware of Your Weaknesses

Every business has its strengths and weaknesses. While positive reviews can reinforce your strengths, negative reviews can make you aware of your weaknesses.

Customers may point out issues with your product that you can change to improve the user experience or safety. Customers may also point out issues with your customer service that can be improved.

Every business owner dreads the idea of having customers leave negative reviews, but the truth is that you cannot please everyone. You are bound to have some unhappy customers, and that is okay. In fact, potential customers will likely find it suspicious if you only have positive reviews.

The way in which you address negative feedback is most important. If you respond to negative reviews apologetically and with the intention of making things right, that customer and other potential customers will see that you truly do care about your business. Don’t be afraid to admit when you’re wrong.

Reviews Give You an Opportunity to Improve Customer Service

Reviews also give you an opportunity to improve your customer service. If customers complain that your staff wasn’t courteous or helpful in answering questions, you can work with your employees to change this and improve their response to customers.

Online reviews are here to stay. As an online business owner, it’s important to accept and embrace them rather than trying to resist them. Even when faced with negative feedback, you can put a positive spin on the situation to win over more customers and keep your reputation intact.

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.