Everyone in business knows the huge importance of reputation. Recommendations from satisfied customers are the best kind of advertisement a business can have because people trust other people.
That’s why ratings and reviews are so important for an online business, even more important than for a traditional bricks-and-mortar retailer, because shoppers can’t pick up and feel an item to make an assessment of it themselves.
Online, the comments of a single buyer can reach huge numbers of consumers – and go on doing so over time.
And we know that potential customers do give weight to ratings and reviews. In...