Customer Ratings and Reviews Can Make or Break Your Online Business

A Guide To Turning Reviews Into Revenue

If you’re stepping into the world of online selling, one of the most important truths you’ll discover early on is this: customers trust other customers more than they trust your marketing. That’s why ratings and reviews are not just nice-to-have; they are one of the most powerful tools to grow your e-commerce business. At Marketplace Executive, we’ve seen over and over how strong reviews turn new products into bestsellers, while weak or missing reviews can hold even great products back.

Why Ratings and Reviews Matter

Think about the last time you bought something online. Did you scroll straight to the review section before clicking “Add to Cart”? Most customers do. Studies show that positive ratings build credibility, reassure buyers about product quality, and increase conversion rates. On platforms like Amazon or Takealot, reviews also feed directly into the algorithm. Products with more reviews and higher ratings are more likely to rank higher in search results, meaning more visibility and more sales.

In short, reviews do three things at once:

• Boost trust – Customers are reassured by real experiences.

• Improve visibility – Marketplace algorithms favour well-reviewed products.

• Drive conversions – Good ratings reduce hesitation and increase sales.

  
  

Techniques to Increase Review Count

Now the question becomes: how do you encourage more customers to leave a review without overstepping platform rules? Here are some proven, compliant techniques:

1. Deliver Excellent Customer Experience

   The simplest way to earn reviews is to impress your customers. Fast shipping, careful packaging, and a product that matches (or exceeds) its description all go a long way. Happy customers are more likely to leave positive feedback naturally.

2. Use Post-Purchase Follow-Ups

   Many marketplace platforms allow automated follow-up emails after a sale. Use these to politely remind customers to leave a review. Keep the message short, thank them for their purchase, and provide a direct link to the review page.

3. Leverage Product Inserts

   A small card inside your packaging can be a powerful nudge. A simple “Thank you for your order – we’d love to hear your feedback” can encourage customers to take action. Just ensure the insert doesn’t offer incentives, as most marketplaces forbid that.

4. Ask at the Right Time

   Timing is everything. For example, if you’re selling skincare, don’t ask for a review the day after delivery—the customer hasn’t had time to try it. Instead, schedule a request a week or two later. For fast-use products, like phone chargers, you can ask much sooner.

5. Offer Outstanding Customer Support

   When issues arise, quick and empathetic responses can turn a frustrated buyer into a loyal one. Often, it’s not the absence of problems that creates a five-star review, but how you solve them.

   
   

How to Improve Ratings

Increasing review count is only half the job—the quality of those reviews matters just as much. Here’s how you can keep your ratings high:

• Set honest expectations – Don’t oversell your product in the description. Clear, accurate listings reduce disappointment.

• Continuously improve – Pay attention to feedback. If multiple customers complain about packaging or a feature, fix it. Customers notice when sellers act on feedback.

• Encourage photo reviews – Visual proof builds confidence and often carries more weight than text alone.

  
  

Final Thoughts

If you’re serious about succeeding in e-commerce, never underestimate the power of ratings and reviews. They act as digital word-of-mouth, shaping how future customers perceive your brand. Start small: make every customer experience count, ask for feedback politely, and treat reviews as a free source of market research.

At Marketplace Executive, we always remind our clients: every review is an opportunity—whether it’s praise that builds your credibility or constructive criticism that helps you improve. Embrace both, and you’ll set your business on the path to long-term growth. If you need a little help improving your performance on the ratings and reviews of your products, contact us. We'll do a full analysis of your ratings and reviews across all your sales platforms, giving you customised advise and guidance on how to boost your performance.