How Many Customers Leave Reviews

Introduction

A strong set of product reviews can move hesitant shoppers to click “buy”, but merchants often ask a simple question: how many customers actually leave reviews? The short answer matters for forecasting social proof, planning review acquisition campaigns, and deciding how much work you must put into review collection vs. other retention tactics.

Short answer: About one in ten customers will leave a review on average, though that figure can swing widely by industry, product type, and how you ask. Typical review submission rates range from a low single-digit percentage for items like stationery to over 30% for high-touch services or consultative purchases. What matters most is not the raw percentage but how you increase and leverage reviews to generate trust, repeat purchases, and lifetime value.

In this article we’ll explain the real-world numbers behind review submission rates, break down the factors that move those numbers, and give step-by-step, practical tactics to increase review collection without annoying customers. We’ll connect these tactics to retention-driven outcomes—retaining customers, raising LTV, and powering sustainable growth—and show how a single retention platform can replace multiple point solutions to simplify execution.

Our thesis: reviews are a retention lever as much as an acquisition signal. By treating review collection as part of a broader retention strategy—paired with loyalty, referrals, and social proof—you build compounding returns. We’ll show how to measure, optimize, and scale review programs so they become a consistent source of conversion lift and a foundation for long-term customer relationships.

What The Data Shows: Typical Review Submission Rates

The headline number and what it hides

Many industry summaries report a headline average of around 10% of customers leaving reviews. That’s a useful baseline, but it’s a blunt tool. The true rate depends heavily on factors such as product category, price, purchase channel, and post-purchase experience.

• Average overall submission rate: roughly 10% (industry average).
• High-engagement categories: services and consulting often see rates above 25–30%.
• Medium categories: food & drink, jewelry, home goods commonly fall between roughly 12–18%.
• Low-engagement categories: stationery, art prints, and toys can fall below 5–6%.

These are ranges, not absolutes. The better question for a merchant is: where does our store sit relative to its category benchmark, and how can we move that number upward?

How sample size affects perceived credibility

Consumers and search engines perceive a product differently depending on the number of reviews it has. Buyers typically need several reviews before they consider a rating meaningful.

• Many shoppers want at least a handful of reviews (often four or more) to trust a product.
• For high-consideration purchases, shoppers may expect dozens or even hundreds of reviews.
• Fresh reviews matter: many consumers discount reviews older than three months.

This creates a two-part challenge: collect enough reviews to establish credibility, and keep the flow steady so review counts stay fresh.

Review frequency by touchpoint

Where you collect reviews changes the participation rate.

• On-site, verified review requests tend to have higher trust and decent submission rates.
• Third-party review platforms like Google get high visibility but lower conversion from an existing customer base because the experience requires leaving the merchant’s site.
• Social channels (Instagram, social proof widgets) can generate visual UGC that functions like a review, but the explicit “written review” rate is typically lower than on-site survey-style requests.

Why Review Rates Vary: Underlying Factors

Product-related factors

Product type and price change customer motivation to review.

• Low-cost, low-risk purchases often yield fewer reviews because the emotional stake is low.
• High-cost, high-stakes items produce more reviews because customers feel the purchase mattered and want to share or warn others.
• Consumables and replenishable products can produce regular reviews as customers repurchase and form a stronger opinion.

Customer-related factors

Who your customers are affects their propensity to leave feedback.

• Younger shoppers (18–34) are more likely to post reviews and take photos than older cohorts.
• Highly engaged customers—subscribers, loyalty program members, and repeat buyers—leave reviews at higher rates.
• Customers who feel their voice matters (they see replies or follow-up) are more likely to contribute again.

Experience-related factors

How you handle orders, packaging, and support impacts review behavior.

• Fast shipping, accurate product descriptions, and delightful packaging increase the chance of positive feedback.
• A frictionless returns process and proactive customer service convert potentially negative reviews into constructive feedback and retention opportunities.
• The timing and method of asking for a review—well-timed, personal, simple—dramatically changes submission rates.

Incentives and psychology

Why customers leave reviews is often behavioral rather than transactional.

• Many customers will leave a review if asked; studies show as many as 70–80% indicate willingness if prompted.
• Incentives (discounts, loyalty points) can raise response rates when used carefully and transparently.
• Social proof and reciprocity matter: customers who receive value (samples, surprise gifts, or exceptional service) feel more inclined to respond.

Which Customers Actually Leave Reviews

Highly engaged customers and repeat buyers

Customers who have already demonstrated affinity with a brand are the easiest targets for review collection. They have familiarity with the product, may be members of a loyalty program, and are more likely to participate in UGC campaigns.

• These customers respond better to personal, one-to-one review requests.
• Rewarding them with loyalty points for reviews increases participation and builds habits.

Early adopters and community members

Customers who follow a brand on social channels or participate in waitlists tend to be vocal and engaged.

• Incentivizing visual reviews (photos, videos) from this cohort builds rich UGC.
• Sharing their content in product pages or social feeds signals recognition and drives more contributions.

Customers experiencing friction

Not all reviewers are advocates; a significant share are customers with issues. These reviews are valuable because they surface product or process problems early.

• Prompt, public responses to negative reviews can lower churn and convert detractors into repeat buyers.
• Treating every negative review as feedback that feeds product and service improvements creates retention benefits.

How Many Reviews You Need — Quality vs Quantity

Rules of thumb for different business goals

Rather than chasing a single percentage, think about the outcome you need.

• Conversion-focused pages: a small number of recent, high-quality reviews can move conversion rates significantly. Even a dozen solid reviews can lift conversion by meaningful margins.
• SEO and category trust: to influence search visibility and shopper confidence at scale, aim for dozens to hundreds of reviews across your catalog over time.
• Product launches: for new SKUs, collect at least a handful of reviews quickly to avoid low-review friction that kills early momentum.

Rating distribution matters

A perfectly pristine set of five-star reviews can decrease perceived credibility. A natural mix of ratings—mostly positive with a few legitimate negative points—tends to be more persuasive.

• Balanced review distributions show authenticity and help buyers find realistic expectations.
• Aiming for an average between roughly 4.2–4.7 stars is a reasonable target for best conversions.

Tactics That Increase Review Submission Rates

Below are practical, merchant-first tactics we use with merchants to move the needle on review acquisition. These are designed to fit into a retention-first strategy—collecting reviews in ways that increase repeat purchases and lifetime value.

Post-purchase timing and cadence

Timing is everything when asking for reviews.

• Send the first review request when the customer has had a chance to use the product but before enthusiasm fades. Typical windows vary by product: consumables may prompt sooner, while durable goods need more time.
• Follow up with one or two gentle reminders if the customer doesn’t respond. Keep follow-ups brief and personalized.
• Mix channels: email works well, but SMS and in-platform notifications to loyalty members can boost response rates.

Make leaving a review frictionless

Reduce steps and cognitive load.

• Provide a direct link to the product review form in your email or message.
• Allow short and long-form options—some customers prefer a quick star rating; others prefer to share a full experience.
• Provide mobile-first interfaces because many customers browse and act from phones.

Offer meaningful, transparent incentives

Incentives work when they’re clear and add value without compromising authenticity.

• Offer loyalty points (redeemable for discounts or perks) in exchange for a review. This aligns review collection with long-term retention, not a one-off discount.
• Make incentives unconditional for honest feedback; don’t require a positive review.
• If you offer a sweepstakes or coupon in exchange for reviews, clearly state terms so trust is preserved.

(If you want to see how rewarding behaviors like reviews fits into a loyalty strategy, learn how we help merchants reward repeat customers with meaningful incentives through our retention features.)

Use templated requests that feel human

Language matters. Avoid corporate scripts.

• Open with the customer’s name and the product they purchased.
• Reference a specific moment (e.g., “Now that you’ve used it for two weeks…”).
• Keep the ask simple, friendly, and appreciative.
• Offer choices—for instance, “Would you share a quick star rating or a short photo?”

Leverage visual UGC

Photos and videos increase trust more than text alone.

• Ask customers to upload a photo with their review and make it easy to do so by letting them snap and upload directly from their phone.
• Feature user photos prominently on product pages and social channels—customers are more likely to contribute if they see their content recognized.

Integrate reviews into loyalty and referral flows

Turn review contributors into advocates.

• Reward points for reviews that convert into community leaderboards or status tiers.
• Offer bonus rewards for customers who both leave a review and refer a friend.
• Use review prompts inside loyalty communications where engagement is already high.

Use segmentation to personalize asks

Not every customer should get the same message.

• Segment by purchase type, order value, and lifetime value.
• For high-value customers, send a personalized email from support or the founder asking for feedback.
• For first-time buyers, pair the review request with tips for best use to reduce negative feedback and seed positive reviews.

Make customer service visible and responsive

A quick public response to reviews shows you care and encourages more customers to share.

• Reply to negative reviews within a short window and offer to resolve the issue offline.
• Thank positive reviewers and consider highlighting outstanding reviews with a small reward or public shoutout.
• Use review insights to proactively fix recurring issues.

How To Build a Review Funnel That Scales

Below is a model for a review funnel that aligns acquisition and retention goals. Use it as a blueprint rather than a rigid checklist.

• Capture: collect purchase data and consent to communicate about reviews.
• Time: schedule an initial ask at the optimal moment based on product use cycle.
• Ask: deliver a clear, mobile-first request with a direct link to the review form.
• Incentivize: offer loyalty points, not one-time discounts, to encourage ongoing engagement.
• Amplify: share visual reviews on product pages and social feeds.
• Respond: reply publicly to reviews, resolve issues privately, and follow up.
• Reuse: convert reviewers into referrers and loyalty members for compounding growth.

Each step can be automated and measured. The big wins come from small, consistent improvements across the funnel rather than a single viral tactic.

Measuring Success: Metrics That Matter

To manage a review program, track a small set of meaningful metrics tied to retention and revenue.

• Review submission rate: reviews per order or reviews per buyer. This gives a direct view of participation.
• Recent review velocity: number of reviews in the last 90 days. Freshness impacts consumer trust.
• Review-conversion lift: difference in conversion rate between products/pages with and without recent reviews.
• Average rating and distribution: shows sentiment and helps prioritize product improvements.
• UGC engagement: clicks, shares, and on-site interactions with customer photos/videos.

Combine these review metrics with retention indicators:

• Repeat purchase rate among reviewers vs non-reviewers.
• Change in average order value (AOV) for customers who contributed UGC.
• LTV lift for customers who engaged with loyalty programs tied to review rewards.

Regularly reporting review metrics as part of your retention dashboard turns reviews from a vanity metric into an operational KPI that supports growth.

Common Pitfalls And How To Avoid Them

Asking too soon or too often

• Problem: Customers feel hassled and may ignore future messages.
• Fix: Use smart timing windows and respect an opt-out. Limit reminders and stagger channels.

Rewarding for positive reviews only

• Problem: This skews feedback and erodes trust.
• Fix: Offer rewards for honest feedback regardless of sentiment; emphasize the value of constructive input.

Neglecting negative feedback

• Problem: Unresolved complaints drive churn and toxic reviews elsewhere.
• Fix: Respond publicly, offer to resolve issues, and act on patterns your review data reveal.

Overfocusing on volume without quality

• Problem: A flood of brief, low-value reviews won’t move conversion efficiently.
• Fix: Encourage descriptive feedback or photos, and prioritize reviews that include helpful context.

How Reviews Fit Into a Retention-Led Growth Strategy

Reviews are more than a conversion booster; they’re a retention asset when integrated with loyalty, referrals, and community.

• Reviews increase trust, which reduces acquisition cost by improving conversion.
• Rewarding reviewers through loyalty programs creates habits—customers who receive points for leaving feedback are more likely to return.
• Reviews fuel content for marketing—UCG used in emails, on social channels, and on product pages increases the perceived value of your brand.
• Treat review contributors as a VIP cohort: invite them into testing groups, early access, or referral campaigns to turn them into active brand advocates.

If you treat reviews as part of a single, unified retention ecosystem rather than a disconnected marketing task, the upside multiplies.

Growave’s Approach: More Growth, Less Stack

We build for merchants—we’re a merchant-first company on a mission to turn retention into a growth engine. Many brands suffer from “platform fatigue,” juggling multiple point solutions for loyalty, referrals, and reviews. Our philosophy—More Growth, Less Stack—means a single retention platform replaces five to seven separate solutions, simplifying operations and increasing synergy between tactics.

• Collect reviews and display them on product pages while simultaneously rewarding customers with loyalty points for contributing UGC. See how our offering supports rewarding repeat customers and long-term engagement.
• Route reviewers into referral programs, turning positive sentiment into new customers without extra integrations.
• Combine visual reviews with shoppable social galleries to close the loop between social proof and commerce.

We’re trusted by 15,000+ brands and carry a 4.8-star rating on Shopify, a sign that merchants value our focus on results and usability.

(For a deeper look at how review collection pairs with loyalty to increase retention, explore our rewards capabilities and see how social proof integrates across the buying journey.)

Practical Implementation: Step-By-Step (Without the Complexity)

Below is a practical flow you can implement fast. It’s written as steps but presented as prose and bulleted checkpoints to avoid numbered lists while keeping clarity.

Begin by mapping the customer journey from order confirmation to first repurchase. Identify the ideal review ask window based on product use. Then:

• Capture consent and preferred contact channel at checkout to ensure your messages reach people in the right way.
• Create a short, on-brand review form optimized for mobile. Allow quick ratings plus an optional longer comment and photo upload.
• Use an automated sequence: an initial review request timed to product use, a single friendly reminder, and a thank-you message after submission that includes loyalty points (if applicable).
• Reward reviewers with loyalty points that make sense for your margins—enough to motivate, not to cannibalize revenue.
• Publicly surface the best reviews on product pages and category pages. Highlight photos and authentic customer language.
• Route reviewers into a referral invitation with a clear next step: share a personalized referral link for points or discounts.
• Monitor sentiment and metrics weekly, then test variants of subject lines, timing, and incentive offers.

These checkpoints keep the program scalable and measurable without adding complexity to your stack.

If you want a guided walkthrough of this flow with a retention platform already connected to loyalty and referral tools, you can install Growave on Shopify or explore the way our platform ties reviews to reward behaviors and referrals.

Example Messaging That Works (Templates You Can Use)

Below are short, merchant-friendly message templates for different channels. Keep language warm, specific, and low-friction.

• Post-purchase email subject: “How’s your [product name]? Quick question from [brand name]”
  • Body: Thank you for your order. We’d love one quick star rating and a photo if you have one—here’s a direct link.
• Reminder SMS (for customers who opted in): “Loved your [product name]? Tap to leave a quick review and earn points.”
• Loyalty thank-you message after review: “Thanks for your review—15 points have been added to your account. We appreciate you!”
• Response to negative review (public): “We’re sorry this didn’t meet expectations. Please DM us your order number so we can make it right.”

These are conversational, direct, and scalable. Test minor variations in tone and subject line to find what resonates with your audience.

Measuring ROI: What To Expect

Improving review rates impacts multiple metrics.

• Conversion lift: products with recent, relevant reviews typically show higher conversion rates—small catalogs may see a single-digit lift; high-consideration products can gain much more.
• Organic traffic: authentic reviews produce fresh content and can increase long-tail search visibility over time.
• Retention: customers who receive loyalty rewards for reviews and participate in referral campaigns show higher repurchase rates.
• Lower CAC: higher conversion from review-rich product pages reduces the effective acquisition cost of each buyer.

Track these effects over a 30–90 day period post-implementation. Incremental improvements compound: small increases in review rates, coupled with loyalty rewards and referrals, lead to measurable LTV increases.

When To Prioritize Reviews vs Other Retention Levers

Reviews are high-value for trust and conversion, but they compete with other retention investments. Consider emphasizing reviews when:

• You have low review counts on high-traffic product pages.
• Conversion rates lag despite healthy traffic and product-market fit.
• You’re launching new SKUs and need early social proof.

Pair review initiatives with loyalty and referral tactics for the best returns. Reviews drive initial conversion; loyalty turns buyers into repeat buyers; referrals drive fresh acquisition from trusted sources.

If you want personalized guidance on the right balance for your store’s maturity and product mix, book a demo to see the retention suite in action.

Common Questions Merchants Ask About Reviews (and Clear Answers)

• Will incentivized reviews hurt credibility?
  • Incentives don’t inherently hurt credibility when they reward honest feedback and are transparent about being a token of appreciation. Using loyalty points ties the incentive to ongoing behavior rather than a one-off discount.
• How many reviews should a product have?
  • Aim for enough to create confidence. For everyday items, a dozen good reviews can be sufficient; for premium or niche products, dozens or hundreds are preferred. Freshness and quality matter as much as count.
• Should we prioritize third-party platforms or on-site reviews?
  • Both matter. Third-party platforms boost discoverability, while on-site reviews directly improve conversion. Use a mix and make it simple for customers to choose their preferred channel.
• How long until we see results?
  • You can expect measurable changes in review volume within weeks after implementation. Conversion and organic traffic impacts normally accumulate over 30–90 days.

Connect Reviews To Broader Growth With Less Stack

The practical truth for merchants is that review collection is most effective when it’s part of a unified retention strategy. Disconnected point solutions increase complexity and dilute data. Our approach is to fold reviews into a single platform that also handles loyalty, referrals, wishlists, and shoppable social content—so every review has the potential to become a repeat purchase or a referral.

If you want to compare plan options or see the platform features side-by-side, explore our plans to evaluate the right fit for your store. For a faster start, you can install Growave on Shopify and begin the 14-day trial on eligible paid plans.

Conclusion

Understanding how many customers leave reviews is a practical question with a nuanced answer. The average submission rate sits near 10%, but your store’s rate depends on product type, customer behavior, timing, and how you ask. The strategically important move is to design a review program that is simple, respectful, measurable, and integrated with your loyalty and referral efforts. That integration turns reviews from isolated social proof into a multiplying retention engine.

We build merchant-first retention tools so you can collect reviews, reward reviewers, and convert social proof into repeat purchases—without juggling a dozen separate solutions. Explore our plans and start your 14-day free trial.

FAQ

How many customers typically leave product reviews on e-commerce sites?

On average, about one in ten customers will leave a review, but rates vary by category. High-engagement services can see above 20–30%, while low-involvement items may be under 5%. Focus on improving the submission rate through timing, friction reduction, and incentives.

Are incentives for reviews allowed and effective?

Yes—when incentives reward honest feedback and are disclosed. Loyalty points that build long-term engagement are especially effective because they tie review behavior to retention rather than a one-off discount.

Which channel drives the best review rates: email, SMS, or in-platform?

Email is the most common starting point, but SMS and in-platform notifications can outperform email for opted-in customers. The best approach is multichannel with careful timing and single-click review submission.

How quickly will reviews impact sales and retention?

You can see increases in review volume within weeks and conversion lifts across product pages in 30–90 days. Retention benefits from tying review activity to loyalty and referral programs often appear over several purchase cycles.

Our platform is designed to help merchants collect reviews, reward behavior, and turn social proof into lasting growth. If you'd like a guided walkthrough, install Growave on Shopify or explore our plans to get started.