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...

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