Shoppers turn to their peers to satisfy questions about product quality, making it essential for brands to provide a sophisticated user ratings and reviews interface that is navigable and accessible. However, brands are largely missing opportunities to harness the full power of customer feedback.

While 76% of brands in L2’s Content & Commerce report feature customer ratings and reviews on product pages, just over half let shoppers filter reviews by rating. More advanced feedback methods have yet to be integrated—only 44% of brands direct customer attention to reviewer input on aspects like product fit and comfort by highlighting this content. However, brands have been successful on some fronts, with 72% enabling users to upvote and downvote reviews based on how helpful they were for the benefit of other shoppers.


Brands can strengthen the quality and validity of reviews by featuring industry expert evaluations or pooling reviews from third-party sites, a strategy implemented by a bold 6% of brands. Best Buy dedicates a separate section of product reviews to evaluations conducted by established publishers. In addition to this, the big box retailer provides a short meta-review on the general sentiment of expert reviews, similar to Rotten Tomatoes movie reviews. To further qualify the MacBook Air reviews, Best Buy uses AlaTest, a ratings solutions provider that uses an algorithm to measure the reliability, accuracy, and relevance of every product review and assigns a quality score to every product.

Using a different tactic, REI amplifies product reviews by pulling evaluations originally posted on other sites. The retailer’s e-commerce platform enables brands to import reviews from their own sites. For an Arcteryx jacket, for example, the activewear player lifts reviews from Arcteryx’s website to give consumers access to additional product feedback.

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