The power of customer love: the importance of reviews for ecommerce merchants

How often do you purchase the first item that pops up after a Google search without digging into any more details? If you’re from the 21st century, the answer is likely to be never!

Customers have more choice online than ever before and are able to seamlessly research similar products across multiple stores within minutes. Research shows that 90% of people check out a business online before purchasing, so it’s clear that customers are evolving and want to know more about the products they are buying. To compete online it is essential to evolve alongside customers and their propensity to research.

Reviews for ecommerce stores have never been more important with 91% of people reading online reviews while shopping.  One of the biggest issues for ecommerce stores is the obstacles in place around building trust and relationships with their customers.

The way a consumer views your brand can hold great power; today, thanks to reviews, it can be the deciding factor when you are competing against a larger store with lower prices.  Knowing how to generate both high quality and a high quantity of reviews can contribute immensely to your future ecommerce success.

We’ve put together five reasons why reviews should be important to you:

  • Competitive advantage
  • Building trust online
  • Increase quantity and quality of traffic through SEO
  • Online reviews lead to sales
  • Brand loyalty

1. Competitive advantage

As the ecommerce industry is growing, so are your competitors.  It’s easy to get stuck in a price war you didn’t want to join. An important element to avoiding the race to the bottom is standing out from the crowd. Reviews build intangible value around your products and services, offering the customers far richer information than just price.

Customers are able to find answers to their questions and comfort around quality from reviews, and this additional information and security around the product could be the reason a customer goes with you over a competitor.

2. Building trust online

We mentioned how customers are evolving and becoming more aware of the neverending options within the ecommerce world, however, in this great time of growth, consumers are also being told to be more self-aware when it comes to online security. This has made building trust more challenging than ever before.

In a physical store, you have the ability to speak with customers and understand how they want to interact with your brand. Do they want help or are they happy to be left alone? You can represent your brand and build trust in the form of a smiling sales assistant who is equipped with all the answers.

But how do you replicate this online? Trust is built by personifying your brand, and associating real people and their opinions with your store. Research supports this, showing that 88% of consumer trust online reviews and 84% trust those reviews as much as they do as a personal recommendation.

3. Increase quantity and quality of traffic through SEO

It comes as no surprise that search engine optimisation is a crucial part of any ecommerce strategy. Reviews help increase the volume of traffic to your website, while also strengthening the quality of that traffic. User-generated content such as reviews increase and enrich your SEO as reviews are a constant source of new content. The information being shared is up-to-date and most likely in line with what your target audience will be searching for.

4. Online reviews lead to sales

Online reviews increase the quality and quantity of your traffic, build trust and help customers find the answers they are looking for. Therefore it’s little wonder that reviews can ultimately help to support an increase in sales.  Reviews can play a part in several different parts of the consumer’s buying process, strengthening the likelihood of conversion at the end of their journey.

Recent studies show that stores who incentivise reviews could increase their conversion rate from 2% to 26.83%.

5. Brand loyalty

The average basket size of a customer that uses a loyalty reward in a purchase is 39% higher than the basket size of a customer that doesn’t. Brand loyalty and reviews come hand in hand, as reviews create loyal customers and loyal customers create reviews.

Your loyal customers are your biggest advocates and are most likely to leave positive reviews.  74% of consumers agree that word-of-mouth is a key influencer in their purchasing decisions, making online reviews the modern day version of word-of-mouth. You can incentivise your loyal customers to leave reviews through loyalty points and rewards.

In turn, this results in a higher number of better quality reviews throughout your store. This also increases visitor conversions and creates more loyal customers, resulting in increased engagement, retention and customer lifetime value.

We could go on and on, but hopefully, the power of customer love and reviews is clear from these five points alone. If you’re looking to build customer reviews into your customer loyalty strategies, then start by considering one of LoyaltyLion’s integrations.

In no particular order, LoyaltyLion integrates with:

“ gives you everything you need to effectively gather and moderate user-content from your customers. Increase interactions and build a community of loyal fans.”


“Okendo is the new standard in customer reviews. High-growth Shopify retailers use Okendo to build shopper trust and excitement, showcase customer experiences and compel buying action.”


“Trustpilot produces a TrustScore for businesses based on recent reviews. Every day, more than 40,000 consumers sign up on and every 3 seconds a new review is posted on the community.”


“ collects, manages and displays product reviews for you; including in-email review forms, pictures, social push, rich snippets, Google Shopping, All Reviews Page, product groups, and more.”


“Feefo makes customers better informed about their buying decisions with authentic reviews matched to transactions, while businesses benefit from trustworthy customer insights.”

To find out more about how LoyaltyLion integrates with review partners, book a demo with our team. If you’re interested in learning more about the power of reviews and loyalty, check out our LoyaltyLion Academy here.