Hey it’s Chase and Jimmy here!

Customer reviews do more than just fill up space on your product pages—they're essential to driving trust, sales, and growth. If you're an eCommerce store owner, you already know that shoppers trust their peers over any marketing message. So, how do you get more reviews and make them work for you? We're going to break it down and show you how to turn those reviews into real business value.

Plus, scroll on for today's quick clips on TikTok's shopping surge, Klarna's partnership with Walmart and Shopify's newest aquisition.

Let's dig in.

💸 How to Sell on TikTok Shop: A Quick Guide for eCommerce Stores

TikTok Shop has quickly become one of the most powerful platforms for eCommerce stores to directly reach consumers in an engaging way. This Omnisend guide will walk you through everything you need to know about setting up your store and optimizing sales through TikTok.

Here's what they cover:

• Setting Up Your TikTok Shop: Step-by-step instructions to get your store up and running.

• Maximizing TikTok’s Shopping Features: How to use live shopping, shoppable videos, and other features to drive sales.

• Optimizing Your Content for Sales: Best practices for creating engaging content that converts.

• Understanding TikTok’s Audience: Key strategies to attract the right buyers.

• Tracking Your Success: How to use TikTok’s analytics to measure and improve your performance.

⭐ Why Customer Reviews Matter (and How to Get More of Them)

If you run an online store, you already know reviews can make or break a sale.

Shoppers trust other shoppers – sometimes more than your own marketing. So, how do you get more reviews (and make them count)? Let’s dive in!

What Exactly Does a Customer Review Look Like?

Reviews are customer feedback in any form – written, photo, video or simple star ratings. They can show up on your website, social media, Google and even third-party review sites.

Here’s one from Madison Reed’s website:

Think of reviews as digital word-of-mouth marketing. They help shoppers make decisions and give your business valuable insights into what’s working (and what’s not).

Why Reviews Matter More Than Ever

Collecting reviews isn’t just about stacking up five-star ratings. Let’s look at why you absolutely need reviews for a thriving eCommerce business.

They build trust and credibility

You can say your product is “the best,” but shoppers want proof. Reviews show that real people love (or dislike) your product, making them a powerful form of social proof.

In fact, nearly half of consumers trust reviews as much as a personal recommendation from a friend. If your business lacks reviews, potential customers might hesitate to buy.

They drive more sales

More reviews = more conversions.

Studies show that adding reviews to product pages can increase revenue, and 81% of shoppers are more likely to buy after reading reviews.

Even negative reviews play a role. A few mixed reviews can make your brand appear more authentic. Plus, they give you a chance to address issues and improve.

They help you rank higher in search

Search engines love fresh, relevant content, and customer reviews can boost your website's visibility. Reviews help you rank higher on Google and improve your chances of appearing in local search results.

They provide actionable customer feedback

Reviews aren’t just for marketing. They’re a goldmine of insights. Customers will tell you what they love, what they don’t, and what they wish was different.

Instead of guessing what your audience wants, use their feedback to refine your products and improve your customer experience.

How to Get More Customer Reviews

Now that we’ve established why reviews matter, let’s talk about how to actually get them.

1. Make it easy to leave reviews

Customers won’t go out of their way to leave a review, so make the process as seamless as possible. Here’s what you can do:

• Enable reviews on your eCommerce site

• Add a review widget to product pages

• Use one-click review links in emails

• Offer multiple review formats (text, photos, videos)

The easier you make it, the more reviews you’ll get.

COSRX, for example, lets buyers attach photos with their reviews.

2. Automate review requests

Most customers won’t leave a review unless you ask. The good news? You can easily automate this process.

Set up a post-purchase email flow that asks for a review after the customer has had time to use the product (typically 7–14 days post-delivery).

Here are some tips for your review request emails.

• Keep it short and friendly

• Personalize the email with their name and product

• Include a direct link to leave a review

• Offer an incentive (more on that below)

We love this review request email from Buffy. It checks all the boxes – simple, visual, direct CTAs (not shown). Plus, there’s a nice incentive at the bottom for those who need more convincing.

💡Pro Tip: Test different timings to find the sweet spot. Some products require longer trial periods (like skincare), while others can be reviewed right away (like food).

3. Offer incentives (without breaking the rules)

People love free stuff. A small incentive can encourage customers to leave a review. Just be careful with how you frame it.

You can offer rewards for leaving a review, but you can’t require a positive review in exchange. Some ethical and legally compliant incentives include:

• Discount codes for future purchases

• Freebies or small gifts

• Loyalty points

• Early access to new products

Try offering tiered rewards to encourage more valuable reviews. For example:

• Leave a written review = 10% off

• Leave a photo review = 15% off

• Leave a video review = 20% off

For example, Woolino offers a 10% discount to customers who add a photo to their review.

4. List your business on review sites

If your business isn’t listed on major review platforms, you’re missing out on potential trust signals. Consider creating/claiming your profile on:

• Google Business Profile (if you have a physical location)

• Trustpilot

• Facebook

• Yelp

• Niche-specific platforms (e.g. Amazon, Etsy)

Google reviews, in particular, can boost your search rankings and increase local visibility, especially if you have physical stores.

5. Respond to every review (yes, even the bad ones)

Engaging with your reviewers shows that you care. Whether a review is positive or negative, responding makes a huge difference.

• Thank happy customers and encourage repeat purchases

• Acknowledge negative reviews and offer solutions

Zappos, for instance, respond to nearly every review on Facebook – good or bad. They even personalize their reply instead of writing a generic ‘thank you’.

Remember: Bad reviews aren’t always bad for business!

A mix of positive and negative reviews looks more authentic. Plus, handling criticism well can actually earn you more customers.

OK, You’ve Got Reviews… Now What?

Collecting reviews is just the first step. Here’s how to make the most of them:

⭐ Showcase them on your website: Feature your best reviews on product pages, the homepage, and even a dedicated testimonial page.

📲 Use them in social media & ads: Turn glowing reviews into eye-catching social posts, stories, and ads. Customers trust user-generated content way more than branded messages.

🎯 Leverage reviews for SEO: Search engines love fresh, keyword-rich content. Highlight reviews on your site and let customers do the SEO work for you.

📧 Incorporate them into emails & SMS: Add real customer reviews to welcome emails, cart abandonment emails, and promotional campaigns. A positive review at the right moment can push hesitant buyers over the edge.

Check out how One Trick Pony does it:

Final Thoughts: Let Your Customers Do the Talking

Customer reviews aren’t just nice to have – they’re essential for your eCommerce business. They build trust, boost sales, improve SEO, and help you refine your products.

The best part? Getting more reviews doesn’t have to be hard.

✅ Make it easy. Add review options to your website and emails.

✅ Automate requests. Set up post-purchase emails to remind customers to leave a review.

✅ Offer incentives. Discounts, loyalty points, or small freebies can encourage participation.

✅ Respond to reviews. Thank happy customers and address concerns from unhappy ones.

At the end of the day, your customers are your best marketers. Their words carry more weight than any ad campaign, and their feedback helps shape your business for the better.

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The Results:

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Ready to put your sales tax on autopilot?

Kintsugi offers no-obligation demos where we'll analyze your current setup and show exactly how our system would work with your specific business model.

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🗞️ Quick Clips

• Shopify's discovery: Shopify is enhancing its search capabilities with the acquisition of Vantage Discovery. The new tech promises to enhance product discovery, making it easier for shoppers to find what they need and for merchants to grow.

• Klarna's words of affirmation: Walmart is parting ways with Affirm and teaming up with Klarna to offer Buy Now, Pay Later services to its customers. The gradual move is expected to be fully scaled by the holiday season.

• TikTok's shopping surge: U.S. shoppers dropped an average of $700 on TikTok Shop last year, showing just how big the platform is becoming for eCommerce. Social commerce is thriving—if you’re not there yet, you might want to start planning, the clock is ticking.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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