Introduction
Trust is essential for the success of any ecommerce business. Shoppers want to feel confident in the products they purchase online, but building that confidence can be challenging without the ability to see and touch items in a physical store. This is where customer reviews become critical.
Reviews act as social proof and instill buyer trust in a Shopify store. By sharing their experiences, previous customers provide authenticity that the business may lack as a newcomer. Positive reviews give shoppers the assurance they need to make purchases, while negative reviews demonstrate transparency and help mitigate potential risks. For digital-native, independent ecommerce stores on Shopify, earning and leveraging customer reviews can directly impact sales and loyalty.
In this article, we’ll explore how customer reviews build shopper trust and how Shopify stores can strategically collect and utilize reviews to increase credibility. With reviews playing such an integral role in the customer journey, focusing on review generation and response is essential for any Shopify merchant looking to succeed.
Trust Is Vital for Ecommerce Success
Trust is crucial for the success of any ecommerce business. According to a survey by McKinsey, over 60% of consumers consider trust in the company to be a top factor when making purchase decisions online.
Elements of trust include:
● Security - Customers want assurance that their personal and payment information will be kept safe. SSL certificates, secure checkout, and data protection policies help build trust in security.● Privacy - 79% of consumers must feel they can trust a company before sharing personal data. A transparent privacy policy and assurances data won't be shared build trust.● Fulfillment & Support - From fast shipping to responsive customer service, fulfilling orders successfully and providing support demonstrates competence and care.
Without trust, potential customers will bounce from a site without purchasing. Gaining their trust is essential for generating conversions and revenue.

Customer Reviews Directly Impact Trust
Customer reviews have been shown to directly increase trust and purchase intent for products and sellers. This effect is especially pronounced for online stores, where customers cannot see or touch products in person.
According to a BrightLocal study, 91% of consumers read online reviews for local businesses, with 84% saying positive reviews make them trust a business more. When customers don't have prior experience with a company, positive reviews provide social proof and reassurance about product quality and business integrity.
Amazon leveraged this to great effect, using customer reviews to rapidly gain trust as an unknown upstart selling books online. Amazon's platform gave customers a voice, built a sense of community, and established credibility - key factors in their meteoric rise. Reviews enabled Amazon to compete with established retailers despite having no existing reputation.
For Shopify store owners, focusing on generating more positive customer reviews is an impactful trust-building strategy. Social proof in the form of satisfied customer reviews directly sways purchase decisions and instills consumer confidence in products and sellers. Reviews are essential marketing tools for ecommerce businesses to reduce perceived risk and increase sales.
Social Proof Through Reviews
Customer reviews provide social proof that a business is trustworthy and that its products are high quality. When potential customers see positive reviews from others, it gives them confidence that they too will have a good experience if they purchase. Humans are wired to look to others for cues on how to act. This herd mentality affects consumer behavior as well, with people more likely to buy something if they see their peers enjoyed it.
Positive reviews act as social validation, signaling that a business offers good products and customer service. Every new positive review further cements that social proof. On the other hand, a lack of reviews or negative reviews often deter potential customers, as they interpret it to mean something is wrong with the company. Reviews lend credibility and transparency to a business that would not otherwise be apparent. Customers feel reassured knowing they can make an informed decision based on real experiences from other shoppers.
Reviews provide social proof that gives consumers the confidence to become customers. This is especially important for new businesses trying to establish trust and demonstrate the quality they provide. By actively encouraging genuine reviews, Shopify stores can leverage this social validation effect to attract and reassure potential customers.
Reviews Reveal Company Values
Reviews give potential customers a transparent look into a company's values and priorities. How a business interacts with and responds to customer feedback shows what they truly care about. If a company consistently replies to reviews with kindness, apologizes for mistakes, and takes action to rectify issues, it demonstrates a commitment to customer satisfaction. On the other hand, defensive or absent responses can reveal indifference towards buyers.
The communication style and tone companies use when replying to reviews also provides insight into their culture. Do they interact in a friendly, conversational way or use corporate jargon? Are they empathetic and understanding or cold and detached? Reviews create an opportunity for businesses to share their personalities and build trust through authentic interaction. Even negative feedback allows companies to display their values by making things right. The values revealed through reviews can distinguish ethical, customer-focused businesses from those just concerned with revenue.
Mitigating Risk with Reviews
When shopping online, customers take on more risk than with in-store purchases. They cannot see, touch or try a product before buying. This uncertainty makes many people hesitant to purchase from an unknown online store. Customer reviews help mitigate this risk by providing social validation.
According to a BrightLocal study, over 85% of consumers read online reviews for local businesses. 88% of consumers trust online reviews as much as personal recommendations. Reviews give them confidence that other real customers had a positive experience with the company.
Specific to ecommerce, 84% of customers say buying decisions are influenced by positive online reviews. In fact, 93% of customers even read negative reviews before making a purchase. This means customers rely heavily on reviews when evaluating a new online store. The feedback helps them determine if the business is trustworthy before handing over their money.
By prominently featuring customer reviews on product pages and the website, Shopify stores demonstrate they value transparency. Customer stories reduce the perceived risk of buying from an unknown store. Reviews build trust in your business and make visitors more confident in purchasing.

Reviews on Shopify Stores
Customer reviews are especially critical for Shopify stores looking to build credibility and trust. According to a BrightLocal study, 91% of 18-34-year-olds trust online reviews as much as personal recommendations. With the majority of Shopify sellers operating in a purely online space, these reviews become the virtual equivalent of word-of-mouth marketing.
Luckily, Shopify offers several built-in features to encourage and display customer feedback:
● Product reviews - Customers can rate and review specific products, with the reviews displaying on the product page for social proof.● Shop reviews - Customers can leave an overall rating and feedback about their shopping experience that displays publicly on the Shopify storefront.● Email review requests - Shopify sellers can automatically email customers requesting a product review after purchase. This makes the process easy and convenient for the customer.● Review app integrations - There are many third-party apps like Yotpo, Judge.me, Stamped, and AliReviews that integrate with Shopify to offer advanced review display and collection features.
Activating and optimizing these types of reviews is crucial for Shopify stores to build trust and reputation. Customer testimonials serve as social proof and instill confidence in potential buyers to make a purchase.
Strategies to Get More Reviews
Getting more reviews on your Shopify store can significantly increase sales and trust. However, many store owners struggle to generate a consistent flow of reviews. Here are some proven tactics to get more customer reviews:
Email Follow-Ups
Email is one of the most effective ways to request reviews. After a customer makes a purchase, send a friendly follow-up email asking them to leave a review. Make sure to include:
● A direct link to easily leave a review● Brief instructions on where to find the review section● A polite and casual tone - don't sound demanding
Follow up 2-3 days after delivery when their experience is fresh. Offering an incentive in the email can also boost response rates.
Mitigating Risk with Reviews
Providing incentives is a popular way to get more customers to leave reviews. Offer a coupon code, gift card, or free product in exchange for an honest review.
Make sure to promote the incentive prominently on your site and in post-purchase emails. Announce giveaways and contests on social media to generate excitement.
Just ensure the reward matches the value of the product so you don't lose money. A small coupon works better than an expensive gift. Promptly send the incentive after receiving the review.

Responding to Reviews
Reviews provide an opportunity for ecommerce brands to engage directly with customers and showcase their commitment to quality and service. How a brand reacts to reviews, both positive and negative, is crucial for building consumer trust.
When responding to positive reviews, the most important goal should be to thank the customer for taking the time to leave feedback. A simple "Thank you for the kind words!" or expressing appreciation for their business goes a long way. Consider responding privately through email as well to build more of a personal connection.
For negative reviews, resist the instinct to react defensively. Instead, apologize for their poor experience and use the opportunity to regain their trust. Offer to make the situation right through refunds, exchanges or correcting issues for future customers. Be sure to respond professionally and not emotionally.
Address any factual inaccuracies or misunderstandings first, but don't try to contradict their personal opinions. Acknowledge their feelings are valid and reiterate that customer satisfaction is your top priority. If able to resolve the issue directly, follow up to ensure the customer is happy with how it was handled.
Turning critical feedback into opportunities for improvement will strengthen customer loyalty in the long run. Analyze negative reviews to address broader issues in policies, products or processes. Follow up publicly when actions have been taken, which reassures customers they are being heard.
With both positive and negative reviews, be sure to respond promptly and continue monitoring and engaging with customers over time. The goal is to build personal connections and demonstrate that the business genuinely cares.
Email Follow-Ups
Customer reviews are a crucial element for building trust and credibility for Shopify stores. Here is a summary of the main points:
● Social proof through positive reviews creates trust and provides validation for potential customers. This directly influences conversion rates and sales.● Reviews give insight into a company's values, quality of products/service, and commitment to customers. This allows customers to feel more secure in their purchasing decisions.● By mitigating risk and addressing concerns exposed through reviews, businesses can further strengthen trust with customers.● Reviews on a Shopify store signal authority and credibility just like they would on Amazon or other major retailers. This effect should not be underestimated.
Some actionable steps Shopify sellers can take to leverage reviews:
● Make reviewing easy with review generation tools and follow up emails requesting feedback. The more reviews accumulated, the more powerful the impact.● Respond professionally to any negative reviews received and seek to resolve the issue. This shows customers their voices are heard.● Feature excerpts from top reviews on product pages to highlight social proof.● Run promotions incentivizing leaving reviews.● Proactively seek reviews from loyal customers and influencers to accelerate gaining authentic reviews.
By focusing on accumulating customer reviews and leveraging them effectively, Shopify store owners can continually reinforce trust and credibility with their audience. The impact reviews have on conversions and revenue growth cannot be overstated.
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