Reviews: how to collect them for real, display them without looking fake, and what’s prohibited
Pedro Albuquerque · 2026-10-07
Automated post-delivery request
One of the most effective ways to collect reviews is to set up automated emails after the product is delivered. Configure an automation flow in Shopify so that 5 to 7 days after delivery is confirmed, an email asks the customer to leave a review. Include a direct link to the reviews page, and remember to offer a small incentive, like a discount on their next purchase. This can increase the response rate by up to 30%.
Customer photos and videos
Asking customers for photos and videos of themselves using the product is an excellent way to validate reviews. Give them a place to upload media along with their review. This not only boosts credibility but also generates visual content you can use in future campaigns. Consider running a monthly contest where the customer with the best photo or video wins a prize to encourage participation.
Imported reviews: legal risk
Importing reviews from other platforms might seem like a quick fix, but it’s risky. In addition to infringing on intellectual property rights, you could face legal consequences if the reviews aren’t authentic or you don’t have permission to use them. Always collect reviews legitimately and transparently, making sure each one comes from a real customer.
A realistic star rating distribution
When displaying reviews, keep the star rating distribution realistic. If most of your reviews are 5 stars, new customers may get suspicious. A balanced distribution, with a good number of 4-star and even 3-star reviews, builds more trust. Show that you’re transparent and open to constructive feedback.
Responding to negative reviews
Respond to all reviews, especially negative ones. This shows that you value feedback and are willing to improve. Use a friendly, professional tone, offer solutions, and show that you care about customer satisfaction. A well-crafted response can turn around a negative impression and, in many cases, even win the customer’s trust back. Studies show that companies that respond to negative reviews can win back up to 70% of dissatisfied customers.
By putting these practices in place, you’ll not only improve the quality of the reviews you collect but also strengthen your brand image.
What percentage of your sales do you estimate comes from customers who left reviews?