This is one of the strongest elements of marketability. Positively reviews on the e-shop they are the door to future higher returns. How to keep reviews positive in the long term and handle the pressure of growing demand and demanding requirements? Give them time.
The article was revised and updated in May 2026. Check with specific service providers for technical information.
Almost every Internet user reads reviews from other people before making a purchase, and these have a major impact on decision-making.
According to the information of the portal Esoul until 88 percent people trust the reviews on the Internet as well as recommendations from close friends.
According to the information of the portal Dixa reviews on average bring up to 18 percent increase in sales.
And thirdly, according to a certain study Spiegel Research Center, can increase reviews conversion probability even unbelievable 270 percent!
New statistics on the impact of reviews
- Až 95% spotrebiteľov si prečíta online recenzie pred nákupom.
- 93% spotrebiteľov uvádza, že online recenzie ovplyvňujú ich nákupné rozhodnutia 8.
- Produkty s aspoň 5 recenziami majú o 270% vyššiu šancu na nákup v porovnaní s produktmi bez recenzií 2.
Current trends in reviews
- Generatívna AI sa začína využívať na vytváranie automatických súhrnov recenzií produktov 9.
- Viac ako polovica spotrebiteľov sa obáva, že AI by mohla generovať úplne falošné recenzie 9.
Legal aspects and regulations
- V auguste 2024 Federálna obchodná komisia (FTC) v USA oznámila konečné pravidlo zakazujúce falošné recenzie a svedectvá 10.
- Pravidlo zakazuje predaj, nákup alebo vytváranie falošných recenzií spotrebiteľov, vrátane recenzií generovaných AI 11.
- Maximálna občianskoprávna pokuta je stanovená na 51 744 dolárov za porušenie 5.
Recommendations for Ethical Sourcing of Reviews
- Vyhýbajte sa ponúkaniu odmien za konkrétne hodnotenia, čo porušuje smernice FTC 7.
- Nepoužívajte „review gating“ – filtrovanie zákazníkov pred požiadaním o verejnú recenziu 7.
- Reagujte profesionálne na všetky recenzie, či už pozitívne alebo negatívne 7.
The importance of reviews being up-to-date
- 83% spotrebiteľov dôveruje len relevantným a nedávnym recenziám 8.
- 77% používateľov nedôveruje recenziám starším ako tri mesiace 4.
What should reviews look like?
- who wrote them (name, age, gender, or email address),
- textual content with pros and cons,
- creation date
- stars (how many stars out of 5 do you rate the services at),
- numerical rating (usually from 1 to 5/10).
Why are reviews good for your e-shop?
Work on creating a trustworthy impression in front of e-shop visitors. One of the best ways to achieve this is through feedback from your shoppers. Many new customers can come to your e-shop through reviews. The experience of previous shoppers is crucial for them and accelerate their decision to focus on your website. Each one creation of an e-shop should also count on this element. A suitable solution is to display the form directly in the customer zone.
They are also for you great feedback, so that you know what to improve in the future. Many companies also send their customers a questionnaire by email after making a purchase to evaluate satisfaction with the speed of equipment, e-shop communication and the quality of individual products.
Reviews on the e-shop and their types
We primarily divide them into internal (directly on the e-shop) a external (sent questionnaires).
There are 3 more categories within both:
- Product reviews – evaluate the quality and satisfaction of customers with specific ordered products. If some evaluated properties are repeated several times, it is good to be inspired and reflect them in the final description of the products.
- Reviews of the e-shop – they can evaluate factors such as delivery time, equipment time, overall communication, web clarity, e-shop prices.
- Company reviews – in this case it is already your brand, they are the most important of all reviews for you.
Obtaining reviews outside the e-shop
Reviews can be collected in several ways. You can create google questionnaire, automatically sent to the customer by email after the order is created, or you leave them fill in the rating tab for each product. However, the most objective reviews are through independent third parties such as Google, Facebook, Heureka reviews.
Currently, the most famous and effective service is Google My Business (Google My Business). Business reviews appear next to the business profile in Maps and Search and help the business stand out in the Google search engine. You can ask customers for reviews using short web address or link.
Do you want to automatically implement reviews from Google on your e-shop? Try using the free one Google Reviews widget for WordPress. Implementation is very simple and you can choose from several styles or designs for your website. Thanks to this widget, you can filter ratings, hide them or mark them as spam, label them, shorten them. There is also an automatic system for inviting customers to evaluations and detailed statistics.
Eureka has the so-called PPC mode, thanks to which you automatically get a certificate Verified by customers. Thanks to it, you will see feedback from customers, displayed under the e-shop profile. You can also export these reviews to your website. Calmly even under the given products. Another advantage of the PPC mode is the placement of a sliding widget and icons on the website, which will convince your customers that it is a high-quality and trustworthy e-shop. And what to do to get it all? You must have a script embedded on the website that automatically sends a short questionnaire to the customer asking for an evaluation of the e-shop and the purchase. It is sent to every e-shop customer, not just Heureka customers. Once you get a certain percentage of positive reviews, you get a certificate. However, be careful not to lose it, it is necessary to maintain quality and professionalism.
Useful tips
Respond to reviews and thus gain the trust of customers. They will then come back to you and add more ratings.
Watch for a certain one in the reviews trendiness and notice what your customers like best.
Also watch out for shortcomings and complaints and focus on avoiding them in the future.
Reviews on the e-shop are of greatest value when they are honest and objective. You should not offer incentives to customers in exchange for reviews.
It can also be a great inspiration for you competition. Pay attention to what customers suggest to them, what they are satisfied with and what they are not satisfied with.
Customer motivation to write a review is an important factor. You have to take care of it. Offer them a small gift, coupon or points for their constructive feedback, which they can then use in your e-shop.
How to react to positive and negative reviews on the e-shop?
This is a critical part of not only creating a positive online presence, but also encouraging other customers to provide feedback and engage with your business.
By responding to positive reviews on the e-shop, you can facilitate interaction with satisfied customers in a way that benefits your customer relationships and your brand identity. Since online reviews are public, actively creating and engaging in positive conversations with customers about your brand can encourage other potential customers to interact with your business, leading to greater brand exposure. Answers are also an ideal space for providing added value or tailor-made solutions.
The same applies to in case of negative reviews. Don't throw them all in one bin, don't try to hide and overlook them. Some of them can be used to your advantage. You can for example find a solution for an unsatisfied customer, which will then be returned to you. Or something improve in processes your e-shop. Be polite, to the point, be interested.
Answering the most pressing issues at the end
To what extent should negative reviews be displayed on the e-shop? As long as they are not downright offensive and aggressive and repeatedly from the same persons with their own complexes and insufficiently used free time, do not be afraid of them. Take them constructively. Try to put customers at ease. Offer them a solution in the comments. Correct the error. Or explain.
How to approach reactions to reviews? You certainly shouldn't have one formula for everything. Personal approach is the basis. We know it's time consuming. You don't have to answer all of them, but try to approach them individually. Show the customer your interest and they may come back next time despite the initial failure.
Is there any way to make review management more efficient? Yes, the above-mentioned Google and Heureka widgets are the solution. You can have all reviews under one roof. Export them under the given products. Ultimately, you have better insight and less work. Functions such as filtering, labeling, shortening, automatic invitation will also help you.
Sources:
? ▷ How to respond to positive and negative reviews on Google » ✅ (ssf-co.com)
How to increase e-shop sales? Reviews will help | SCR interactive
5 tips on how to get more online customer references - Harton.sk
7 effective ways to increase e-shop conversions | esoul
Which e-shop is worthwhile in 2021 - vibration.sk
How to choose what to sell in the e-shop? – vibration.sk
Online strategy for your Eshop | Visiguide (visibility.sk)
Spiegel_Online-Review_eBook_Jun2017_FINAL.pdf (northwestern.edu)
Widgets for Google Reviews - WordPress plugin | WordPress.org Slovakia
