Digital Commerce 101: Understanding ratings and reviews

Explains why ratings and reviews are central to selling on e-commerce platforms.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands