According to research firm eMarketer, "Online product research is very popular in the UK and traffic to price comparison sites is up as consumers try to stretch every penny."

The beneficiaries of this trend are websites "devoted to customer feedback—such as company and product reviews."

According to a YouGov survey cited by eMarketer, 62% of consumers visited such websites before making a purchasing decision.

The reasons are quite clear: consumers trust the opinions of other consumers (not necessarily retailers themselves) and find them to be less biased. And such websites also often offer the ability to find the best deal.

Offering customers the ability to rank and review products is an ecommerce best practice that has been proven time and time again to boost sales. The latest data from eMarketer just confirms that and demonstrates the growing importance of these reviews at a time when consumers are making purchasing decisions more carefully.

If you're selling online, aren't already offering such functionality and don't want to build it in-house, here are a few third-party tools worth looking at.


  • Review Foundry
    Review Foundry is a Perl/MySQL reviews script designed to function like's reviews system.
  • Five Star Review Script
    Another script, this one written in PHP, that provides for reviews on a website.
  • Censura
    If you're looking to set up a website dedicated specifically to ratings and reviews, Censura is a PHP script that is worth a look.

Third-Party Hosted

    By adding JavaScript code to your website, you can add rating and reviews functionality at a low cost.
  • JS-Kit Ratings
    "Widget" provider JS-Kit offers a free and simple ratings widget makes it easy for your users to rate products, content, etc.

Published 24 October, 2008 by Patrick Oak

82 more posts from this author

You might be interested in

Comments (1)


Luke Errington

Hi Patrick. Great to see more compelling evidence for reviews and ratings from eMarketer.

You missed out Reevoo from the list! We've been helping online retailers to collect and publish customer reviews for over 3 years now - we're the leading 3rd party hosted solution in the UK.

almost 10 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.