You are here

Press releases

Most Online Shoppers Don’t Write Product Reviews, But Do Rely on Them When Considering a Purchase

December 13, 2017

Online shoppers lack time and incentive from businesses to write product reviews regardless of their buying experience, according to new survey.

WASHINGTON, DC, December 13, 2017—Most  online shoppers (81%) do not write reviews of their purchases, according to a new survey by Clutch, a leading ratings and reviews platform for business services. However, many of those same online shoppers say they rely on product reviews when considering a purchase.

E-commerce businesses face the challenge of growing the approximately 20% of online shoppers who regularly write reviews, since online shoppers often rely on reviews to make purchasing decisions. The study suggests the gap is an opportunity for e-commerce businesses to engage more online shoppers, and address the reasons why they typically don’t write reviews. Graph of reasons why online shoppers do not write reviews.

Email marketing is an effective strategy for garnering reviews, prompting nearly one quarter (23%) of shoppers to write reviews. However, online shoppers cite lack of time and incentives as key reasons for their unwillingness to write reviews.

E-commerce businesses can potentially reverse that unwillingness with simple changes to their review gathering process. For example, businesses should ensure that the review process is as efficient as possible by requesting specific feedback through guided questions or star ratings.

Incentives, such as a discount or contest entry, can also help secure more reviews. However, companies should be aware of Federal Trade Commission regulations that prohibit exchanging incentives for favorable reviews.

Timely and effective customer service, including resolving an order issue or complaints, can also increase the likelihood of garnering reviews. Shoppers are more motivated to write positive reviews than negative ones: One third (33%) of online shoppers who write reviews share an especially satisfying experience, compared to  2% who write about negative experiences, according to the survey.

Experts say companies should use the review-gathering process to give customers the opportunity to alert them early on to problems that could undermine their satisfaction.

“If any issues arise within that initial use of the product, you can usually remedy the situation and put a stop to anything that might put a damper on positive reviews,” said Dan Scalco, CEO of Digitalux, a digital marketing and SEO agency.

The full report included 1,000 consumers who made an online purchase in the past week.

Review the complete report and source the survey data:

For the raw data, a comment on the findings, or an introduction to the industry experts featured in the report, contact Michelle Delgado at [email protected].

About Clutch

A B2B research, ratings, and reviews firm in the heart of Washington, DC, Clutch connects small and medium businesses with the best-fit agencies, software, or consultants they need to tackle business challenges together and with confidence. Clutch’s methodology compares business service providers and software in a specific market based on verified client reviews, services offered, work quality, and market presence.


Michelle Delgado

[email protected]

(202) 869-3866