Product Reviews are the Ultimate Marketing Tool

eCommerce Product Reviews: The Ultimate Marketing Tool

eCommerce Product Reviews are the Ultimate Marketing Tool for Sellers, and not just because they’re a way of incorporating two of the biggest eCommerce trends of 2016 into your strategy (that’s Social Commerce and User Generated Content), but also because product reviews can dramatically influence consumer purchasing decisions and boost your stores sales and conversion rates in a big way.

If you want to understand the vast power and value of product reviews, take a look at these recently published statistics:

    • According to a survey conducted by Invesp Consulting, 90% of consumers read online reviews before visiting a business.
    • Customers who read product reviews are 105% more likely to make a purchase while visiting and spend 11% more than visitors who don’t interact with UGC. (Econsultancy)


It’s very clear that product reviews are a vital component of any eCommerce marketing strategy, and that they’re so powerful is because product reviews can so easily be used in a marketing strategy to target consumers and influence purchasing decisions. In a number of different places, and in a number of different ways.

Here are the top five reasons product reviews really are the ultimate marketing tool:

product reviews are the ultimate marketing tool for online sellers

#1 Product Reviews = Unbiased, Relatable & User Friendly Information

A study by Hubspot found that 70% of consumers trust fellow consumer reviews more than advertisements, and the reason is so simple.

Reviews are the modern and desired alternative to technical product documentation that manufacturers provide businesses and consumers.  Product reviews are the user-friendly and unbiased product documentation created for consumers by consumers, which makes it content that they can understand and relate to.

If consumers are provided with product information that is created by their fellow consumers (UGC); product information that they know is user-tested, that they can understand and relate to – and trust – then they’ll be far more likely to purchase the product they’re looking for on a store with product reviews then a store with none.

#2 The Trust Factor

Trust is a number one factor that affects purchasing decisions online. A recent report found that 67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase. Why? Because  product reviews are created by consumers and that makes products which have reviews trustworthy, which in turns lets the consumer know that the store and the seller are trustworthy and reputable too.

Product reviews are one of the easiest and cost-effective ways to build trust in your brand and in you, the seller.  And if you don’t believe us, take a look at what Mark Hayes, Direct of Communications at Shopify has to say on the matter:

“The increasing prevalence of phishing scams, malware, and just plain shoddy customer service makes consumers more wary with their clicks than ever before – which means that trust indicators on your website are more important than ever before”

The risk of fraud concerns consumers and that means that indicators of honesty and reliability on your store are absolutely vital to consumers and their purchasing decisions.

#3 Social Proof

Social proof is a psychological theory that explains how people conform to and are driven by the actions of other people and, subsequently, internalize those opinions as their own, and it’s a theory that holds true for eCommerce. Products and brands can become significantly more credible if the buzz around them comes for the consumers themselves.

Consumer opinions, in the form of ratings and reviews they provide for a product, effectively provide a seal of approval for that product and the store that sells it.  Consumers who can easily find a review for a product they want to buy will be driven by the actions of the review submitter straight to your store, because that’s just how we humans work.

According to PeopleClaim, 70% of customers consult reviews or ratings before making a final purchase, while Get Amassador found that 74% consumers identify word of mouth as key influencer in their purchasing decision – which just proves how other people’s opinions and actions – and reviews – impact purchasing decisions.

This theory doesn’t only work for product reviews, its applicable to seller rating scores too.

If individual reviews can impact consumers, an aggregated score can serve as an even more powerful form of social proof for potential buyers – and it does! A study found that a 10% increase in customer satisfaction score results in a 12% increase in trust from customers!

Social proof helps customers make purchasing decisions; it makes them feel confident about their choices and part of something bigger – a brand, a business. Essentially, its the emotion factor of purchasing decisions, and it targets the new generation of smart shoppers.


#4 Improving Customer Experience

Customer experience is just as important as it has been in recent years, if not more, because eCommerce businesses are growing exponentially, and with it the purchasing choices that consumers have to make.

We all know that human attention spans are shorter than ever, shorter than that of a goldfish in fact, at just 8 seconds, so everything that you and your business does to improve the customer experience and make it more attractive for consumers counts. Whether you optimize your website for mobile users, implement customer personalization features or provide clear, user-friendly and unbiased product reviews and opinions, catering to what the customer needs and wants isn’t just a nice touch, its necessary.

Short, informative and trustworthy reviews feed are a customer-centric approach that allows consumers the opportunity to be heard and be a part of the success and growth of your business. Everyone wants to be heard and their opinions to matter, and product reviews do even more than that- they also compel consumers to become loyal customers and to recommend others to do the same.

#5 Helps Small Businesses

One of the biggest challenges that smaller and newer businesses face is building up their brand trust and reputation. Limited marketing budgets and sparse brand exposure makes it very difficult to compete against big and popular brands.

Product reviews are an effortless and organic method of promoting your brand and encouraging consumers to purchase from your store and give your business a chance. Reviews don’t just have to stay on your store website, you can easily share them on social media to drive new visitors to your store. A little bit of creativity and a touch of customer-centricity and your store will stand out from the crowd.

It doesn’t matter who your competitors are, big or small, you need to establish your store as the ‘go-to’ for the products you sell. The more reviews and ratings your products generates, the more your store is seen as #1.

Reviews have proven to produce an uplift in sales – on average by 18%  which just shows that product reviews aren’t merely a form of  User Generated Content (UG), nor a method of embracing social commerce, its so much more than that.

It gives your customers what they want and need in order to make informed purchasing decisions, while serving an even greater purpose – giving you the opportunity to maximize the potential of your online store.

Reviews are actually the ultimate weapon for eCommerce sellers.

eRated Partners Success Stories Clappifieds

eRated Partners Success Stories with Clappifieds

eRated Partners Success Stories: Clappifieds

Clappifieds is a growing and successful Germany based classifieds ad portal currently transitioning to an end-to-end marketplace, that provides a secure and dedicated platform for pre-owned Apple products to both commercial and private users.

Founded in November 2014 by Martin Olczyk and Christian Strunz, the Clappifieds portal is currently available in Germany, Austria and Switzerland, with a English language version soon to be launched and services to be rolled out in New York – in the meantime!

As one of our newest Partners, we took the opportunity to chat with Martin, Co-Founder of Clappifieds, to find out more about the classifieds-soon-to-be-marketplace, the challenges it faced, its objectives and solution as well as its plans for the future.


Clappifieds Partner of eRated




Online Seller Profiling Startup eRated Raises $1.7M

Originally published on Tech Crunch on 19 Jan 2016

Techstars London alumni eRated is another startup taking aim at the online reputation problem, specifically relating to online sellers. Targeting online marketplaces, it lets sellers of a product or service create one online profile to rule them all that consolidates and makes portable their seller history and reputation imported from all of the disparate marketplaces and social sites they’re active in.

And in doing so, it claims to enable sellers to sell more and marketplaces to on-board new sellers in a much more efficient and trustworthy way.


6 Shopify apps to make selling on eBay, Amazon and Shopify easier

6 Handy Shopify Apps To Check Out If You’re Also Selling on ebay and Amazon

Are you selling on eBay, Amazon AND Shopify? As fruitful as that is to increase sales, we know it’s not easy to manage 3 different seller profiles at once, so, this Christmas, we made a list of 6 handy Shopify apps you should check out if you’re selling on eBay, Amazon and Shopify and want to make selling easier for you.

  1. To start with, use SELLBRITE to list products on all three platforms in one click. Don’t waste your time listing products three times.




10 Top Selling Christmas Gifts for Online Sellers

If you’re selling on Amazon, eBay, Shopify or any other online platform, you know that Christmas is the best time for business! The first spike in online Christmas shopping is November 25th and consumers are expected to spend over £25 billion this year, continuing trends that indicate more and more people are opting for online over the shopping floor.

But just like any other holiday, there are certain things that sell a lot more than others at Christmas and if you’re able to sell those, you’re likely to make a lot more revenue than you otherwise would.

This holiday season, eRated decided to dig up a list of products predicted to lead Christmas online sales. Based on our extensive research, here are the ten most popular items on Christmas:



Selling Amazon Products On eBay? 4 things you MUST know.


You want to make the leap from selling on Amazon to selling on eBay. What do you have to know before you make the leap?  Despite often being taken together in, these marketplaces are very different and these differences affect your bottom line.  Do some products sell better on eBay than Amazon? Is the user base of each marketplace that different? Knowing your audience is the only way to target sales, so read on to find out what makes Amazon different from eBay and how you can improve your chances of selling Amazon products on eBay!


Items aren't selling on eBay?

Items aren’t selling on eBay? Here are 5 Quick Fixes!

Every new eBay seller and even powersellers know what it’s like to have a quality item that’s not being purchased and seems to have earned a permanent place on your eBay profile. There are plenty of eBay items listed online that are collecting cyberdust instead of sales. Why aren’t your items selling on eBay?  We’ve put together five hints to help you knock the dust off and get your items selling on eBay.  


Handmade at Amazon

Handmade at Amazon: A New Home for Etsy Sellers?

Are you an Etsy seller whose curious to know what the whole fuss over Handmade at Amazon, Amazon’s new marketplace for crafts, is all about? OR are you an Etsy seller whose hearing about Handmade at Amazon for the first time?

Having recently launched Handmade Amazon, the online retail giant is banking on Etsy sellers to move cross-platform to their craft-friendly niche marketplace, offering no monthly fees for the first year and extensive customization for products and profiles.  In fact, 50% of Etsy sellers already sell on multiple marketplaces.  Here’s a crash course on what Handmade at Amazon is all about, why Etsy sellers should care and how they can make the most of it!


inventory management

5 ways to improve your inventory management

Here’s a guest post written by Jodie Pride from, an inventory management software for online retailers.

Inventory management tends to be one of those tasks that online retailers palm off to another member of staff, or leave to the last minute, but if you let your inventory get out of control, you could find yourself losing money. Things can get complicated when you start selling on more than one channel, and online sellers encounter problems when managing their stock such as:

  • overselling products when something is bought on another sales channel
  • mistakes and inconsistencies due to human error
  • having to dedicate more time than they’d like to managing their inventory when they could be spending time focusing on other aspects of the business

These issues can lead to disappointed customers and a loss of sales, so dedicating some time to improving the way your stock is handled could benefit you in the long term. Here are 5 ways you can improve your inventory management:


Amazon account suspended

5 ways to prevent getting your Amazon account suspended

Can Amazon just shut down your seller Amazon account without warning? For no reason? Yup.

Ever imagine what it’s like to show up to your shop on Monday morning at 8am to find a big red sign across the door saying, “Licence Revoked: Closed for Business”? There’s no explanation and guess what, they’ve changed the locks on your door.  

This has been happening to hundreds of people selling on Amazon since the spring whose accounts have been suspended. Confused about what’s happening and want to know what you can do to prevent your Amazon account getting suspended? Read on!

So what’s happening? Consultant and author Cynthia Stine has discovered that Amazon updated its product quality algorithm this spring and summer, without announcing it to its sellers, of course.  

Amazon is using new metrics it hasn’t advised its users of – all of them related to customer complaints, making your ratings and reviews more important than ever. As a result, customers with quality complaints and reviews are beginning to see their accounts suspended without warning.

How can you ensure that you don’t wake up with a suspended sign across your door?

Here are five tips to get you thinking:

  1. Keep an eye on your seller performance: One of the reasons Amazon suspended accounts is bad seller performance. Have your orders been defective? Have you shipped orders too late? Have you cancelled on some of your customers? These are all metrics that Amazon keeps track of. Amazon expects you to keep your order defect rate under 1%, your pre-fulfillment cancel rate under 2.5% and your late shipment rate under 4%. To know how you’re doing, you can check your seller metrics through Amazon’s customer metrics tool here.
  2. Ensure you don’t have a second seller account on Amazon: Some accounts that have been suspended were operating from two seller Amazon accounts. And some sellers whose accounts were suspended opened another seller Amazon account after being suspended. So long story short, ensure that you have just 1 Amazon account.
  3. But don’t hesitate to open more seller accounts on other platforms: While you can’t have more than one Amazon account, consider opening stores on multiple marketplaces like eBay, Etsy, Shopify, etc. If you have more than one active account selling your wares and one gets shut down, you at least have remaining channels to regroup.  And when you do start a new store, use products like eRated to import your Amazon reviews to other platforms. That way you don’t have to build up your reviews and ratings from scratch.
  4. Ensure you’re not selling restricted products: Did you know that some products can’t be sold on Amazon? And that some categories and products require approval before they’re up for selling on Amazon? Check out the list of restricted products and products that require approval to ensure your products aren’t on them. 
  5. Keep a lookout for notifications from Amazon: If you are selling a restricted product or are under performing as a seller, Amazon will notify you about it. Keep a lookout for these notifications and treat these as warnings before a potential account suspension.

What happens if you’re taken offline? There are a number of services that advise on reactivating your account. There is a formula for success here and it’s worth visiting Cynthia’s website to learn more.

But at the end of the day, don’t give Amazon the chance to suspend your account. Be wary and take the necessary precautions you need so that you can sleep and sell on Amazon in peace!

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