Revenue Through Reviews: How to Profit from Online Business Reviews
5 Tips to Turn Reviews into Profits for Merchants
Customer reviews are having a profound impact on the world of transactions. From eCommerce sites and brand’s social media pages to forums like Quora and Reddit, online opinions can directly impact revenue.
Customers now place a significant amount of trust in online reviews and are heavily influenced by them. For example, in a recent survey conducted by BrightLocal, 91% of consumers stated the local branch reviews they read impact their perception of the entire brand.1 Shoppers consult reviews before purchasing to decide if a product or service is worth their time and money. Reviews provide best-case and worst-case scenarios that inform buying decisions, and 38% of consumers look for a minimum of a four-star online review before considering a business.2
With customer reviews playing such a pivotal role in a business’s success, there are specific steps that enhance and safeguard online reputations. Embracing these strategic actions can help merchants thrive in an increasingly competitive landscape where digital trust wins sales.
1. Ask for reviews, and ask at the right time
Asking customers for feedback is a critical step for merchants building their review strategy. The challenge lies in soliciting feedback in a timely way that does not disrupt the customer's experience. Faster is not always better.
Merchants who carefully consider the timing of their requests and reminders may find more success in obtaining quality reviews. Some products and services are suited to an immediate review, but customers often need time to use and evaluate a product. For example, when it comes to food and drink, 24% of consumers prefer to be asked to give a review the same day. By contrast, only 13% of consumers prefer a same-day request to review products in the entertainment, accommodation, and beauty and wellness spaces. However, that number increases within three days of purchase to 25% for entertainment and 24% for accommodation and beauty and wellness.2 For food and drink, the inverse is true, as most consumers prefer to be asked the same day (24%), the next day (24%), or anytime within three days (22%). Keep in mind that asking for a review too early can make customers feel rushed, which may result in no review at all.3
There are a variety of methods for soliciting reviews organically and effortlessly. In-person interactions, phone conversations, email communication, and receipt requests can all play a role in skillfully engaging customers. Other solicitation techniques that feel natural in a variety of customer journeys include:
- Social media posts that ask followers to leave a review
- SMS messages sent to customers' phones, directing them to a URL for feedback or support
- Chatbots at checkout that offer incentives like discounts or free shipping on future orders
2. Know where to find your reviews
Understanding how consumers seek information is critical to a successful customer review strategy. To yield results, merchants need to know where consumers go to gather information.
For 81% of consumers, Google is the place to go to read reviews of businesses. Facebook follows, with 45% of consumers using it as their go-to platform for reviews. Yelp, Tripadvisor, and the Better Business Bureau follow closely behind.1 In China, online reviews on Taobao, Tmall, and JD.com inform consumers’ purchasing decisions.4
Google's popularity is likely due to its volume of zero-click searches—users don't have to go to a third-party website to read reviews because Google includes review snippets and star ratings in its organic search results.
Social media also holds appeal for shoppers because they can engage directly with retailers, asking questions and leaving feedback. Plus, social media can be a powerful way to target specific demographics—a majority of Gen Z and Millennial consumers use social media to research brands (51%), followed by search engines (48%).5
3. Read and monitor reviews
Nearly all consumers (93%) expect businesses to respond to reviews, and 34% expect to receive that response within two to three days after posting the review.1 These numbers highlight how important it is for merchants to consistently monitor, read, and respond to reviews to maintain a positive reputation. Those who successfully manage reviews prioritize it as a regular task within their business operations.
Merchants should also be aware that consumers have become skeptical of fake reviews. In 2022, consumers were confident they saw fake reviews on Amazon (52%), Facebook (37%), Google (50%), and Yelp (26%).1 In an effort to combat fake reviews, Google recently updated its guidelines to require that reviews and ratings be supported by reviewer names.2
Consumers find reviews more believable if some criticism appears, so including an authentic mix of positive, negative, and neutral reviews is essential. Additionally, many eCommerce sites ban anonymous reviews, and some use sophisticated algorithms to identify fake reviews.
4. Showcase positive reviews
When prospective customers begin researching a purchase and see positive reviews featured on a merchant's website or social media, it creates a good first impression. Those same positive reviews also remind returning customers of the quality products and services the merchant offers.
Merchants can repurpose reviews that provide detailed, descriptive accounts of products and services and use them as vivid testimonials and strategic marketing tools. Reviews that include specific benefits and results, as well as emotions, make powerful impressions—especially when presented as a mix of short, memorable quotes and longer, more detailed stories.
When showcased in a way that connects to brand messaging, these types of customer testimonials add authenticity to advertising and other marketing touchpoints, especially when they include the reviewer's name as attribution (which merchants should only do with permission).
5. Respond and act
Savvy merchants treat reviews as no-cost advice from a consultant. They use reviews to foster customer and client relationships and inspire ideas and conversations among employees.
Actively engaging with reviews and embracing suggestions enhances a merchant's reputation, establishes credibility, and demonstrates a commitment to customer satisfaction. In addition to thanking customers for their feedback, showing them that their input has made a tangible impact is essential. Merchants should respond to reviews, either privately or publicly, to let customers know that their suggestions have led to meaningful change. This includes responding to both positive and negative reviews, which is a powerful way to demonstrate that customers are heard and valued.
Make reviews a competitive advantage
People appreciate and trust businesses more when they know their experiences, questions, and concerns are acknowledged. How merchants choose to manage reviews speaks volumes about their business and provides valuable insights that support their success, now and in the future.
Another way merchants can increase profits is through embedded finance. Learn more about how incorporating embedded finance can enhance consumer payment experiences here.
- Paget, S. (2024, March 6). Local Consumer Review Survey 2024. BrightLocal. Retrieved 6 February, 2025.
- Paget, S. (2025, January 29). Local Consumer Review Survey 2025. BrightLocal. Retrieved 6 February, 2025.
- Jung, M., Ryu, S., Han, S., & Cho, D. (2023, February 21). When Is the Best Time to Ask Customers for a Review? Harvard Business Review. Retrieved 6 February, 2025.
- (2024, November 13). Exploring the Top 5 Chinese E-commerce Platforms in 2025. WPIC. Retrieved 6 February, 2025.
- (2025). Brand discovery in 2025: How consumers find new brands and research products. GWI. Retrieved 6 February, 2025.
The information provided herein is sponsored by Discover® Global Network. It is intended for informational purposes, and is not intended as a substitute for professional advice.