Customer reviews: how to get them and display them
Other customers’ opinions are among the things that weigh most in a purchase decision. We explain how to get them honestly and make the most of them.
Updated: 26/09/2026
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Before buying from a store they do not know, customers look for what others think. Reviews build trust, add unique content to product pages and answer objections better than any marketing copy.
How to get more
- Ask at the right moment: a few days after delivery, once they have tried the product.
- Make it easy: one click from the email, no login required, with stars and a text field.
- Remind them once, no more.
- Reply to reviews: people who see that you answer are more likely to leave one.
Where to show them
- On the product page, near the price and the buy button (average rating), with the full reviews further down.
- In listings, stars next to each product.
- Reviews of the store as a whole, on the home page and at checkout.
Negative reviews
Do not delete them. Reply politely, explain what happened and what you did about it. A store with a few well-answered negative reviews is more credible than one with a hundred five-star ones.
The law: European consumer protection rules prohibit publishing or commissioning fake reviews, and require you to state whether you check that reviews come from real customers. Only genuine reviews, and say how you verify them.
And on Google
Reviews correctly marked up with structured data can show stars in search results. Only if they are real and about the store itself.
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