Get Inspired: 10 Awesome Customer Review Examples From Top DTC Brands

July 17, 2023

10 Customer Review Examples From Top Ecommerce Brands 1 customer review examples

Customer reviews allow shoppers to find out how customers feel about the products they purchased from a store.

They help them tap into consumers’ authentic and genuine opinions and further guide them along their decision-making process. Your own marketing can’t begin to compete with that level of authenticity.

Customer reviews also provide valuable feedback and insights into how you can improve your products and store to increase sales.

First, though, you need to create a strategy that actively involves acquiring great customer reviews that are thoughtful and effective. Seeing great customer review examples can help you start sourcing your own.

Let’s dive in.

#cta-visual-pb#<cta-title>Customize your store’s pages effortlessly<cta-title>Dive into Shogun’s Product Review element today to customize your customer reviews to boost your social proof.Start building for free

What is a customer review? 

A customer review is an honest assessment of the customer’s experience with your brand and the product or service you sell.

Customer reviews can take many forms:

  • Ratings and personal accounts on product pages
  • Product reviews in major publications
  • Reviews on third-party sites like Google and Amazon
  • Customer stories on brand blogs
  • Video testimonials
  • User-generated content (UGC) on social media

And even more than that.

These product reviews can run the gamut from glowing and positive to angry and negative, as we’ve all seen. The art is making believers out of even the most unhappy of customers.

#cta-paragraph-pb#Learn how to ask for reviews, as well as how to respond to positive reviews (and those pesky negative reviews) in our guide to getting customer product reviews.

Why are customer reviews important?

Shoppers want to know how people use your products and what there is to love about them by reading other customers’ product reviews.

By collecting and displaying these reviews, you set your business up for success in different ways.

Here are a few massive benefits of integrating reviews into your ecommerce marketing (in your store and beyond).

Increase your product sales

Product reviews are integral to your customer’s online buying decisions.

According to research by Baymard Institute, 95% of users relied on reviews to evaluate or learn more about products. Often users even rely on reviews over product descriptions.

They are a go-to source of product information that shoppers use and expect from ecommerce stores when browsing their products.

More than half of online shoppers read product reviews before purchasing. 80% are less likely to buy a product if it has no reviews.”

— Eric Netsch, CEO and co-founder of Tapcart

Build trust with shoppers

When your store displays good customer reviews, it proves that you are an established business, transparent, and give your customers a voice.

And since the online marketplace can be a scary place, the presence of customer reviews on an online store helps establish authenticity, confidence, and trust among shoppers.

Positive reviews can even be used in testimonial ads to earn trust earlier in the funnel.

After all, 79% of consumers say they trust online reviews as much as personal recommendations from friends or family.

You can even boost the trust of those who recently purchased:

“One massively overlooked tactic: customer reviews on your thank you page. Why? To attenuate buyers remorse. 64% of US consumers say they bought something that they later regretted.

That’s 64% of people who are likely to return their purchase and hit your bottom line with order cancellations and refunds.

A customer testimonial on your thank you page doesn’t only get your customers amped up to receive their product, but it also reduces the likelihood of them changing their minds.

— Fintan Meagher, Marketing Lead at ReConvert

Boost SEO efforts

Most customer reviews are totally original, contain keywords that your customers are searching for, and are published regularly.

Consequently, they help boost SEO by driving highly qualified traffic to your website—specifically targeted product pages.

A study by Yotpo analyzed over 30,000 online businesses that regularly add customer reviews to their websites. And the results are clear—customer reviews have a significant impact on boosting organic traffic.

yotpo seo reviews customer review examples
Image Source: Yotpo

Types of customer reviews you can use

Several different types of customer feedback are available for you to choose from, including:

  • Third-party review sites
  • Independent experts
  • Interviews and stories
  • Images
  • User-generated content
  • Direct quotes and testimonials
  • Videos
  • Social media
  • The media
  • Blog posts

Let’s dive into the details of each type of customer feedback with examples from popular brands.

10 Customer review examples from successful DTC brands

For a jolt of inspiration, read through the following customer review examples and how they can increase your brand’s online reputation and sales.

1. The Ridge uses third-party review sites

There are two types of reviews that customers can use when learning about your store and its products:

  1. First-party reviews: Customer reviews are collected by the business, and no vetting process is typically required. The company can pick the reviews it wants to display.
  2. Third-party reviews: Customer reviews are collected and displayed on third-party websites like Facebook, Yelp, and Google. The company generally has no control over these reviews and can’t remove them.

Showing that your ecommerce store has a presence across third-party review sites indicates that your products are popular ​​among consumers.

It also helps establish brand authenticity and serves as valuable social proof. Since most users know that reviews on third-party review sites can’t be deleted, they trust them more.

The ecommerce brand The Ridge is a Shogun customer that employs multiple third-party review sites successfully.

the ridge homepage customer review examples
Image: The Ridge

Google My Business

Google My Business allows you to register and create a verified account for your ecommerce business so that shoppers can find your hours, company name, location, phone number, reviews, and more.

Never underestimate the power residing behind the weight of a Google Review.

They can profoundly influence your consumer’s decisions since they are listed on the right-hand side of Google’s search results and within Google map results.

With a whopping 30,603 Google reviews (at the time of writing this post), they help The Ridge stand out among its competitors.

This Shogun customer has definitely conquered customer reviews on Google My Business, as seen below.

the ridge google reviews customer review examples


One of the first online stores to allow consumers to post reviews since 1995, Amazon is a major resource that customers use to research products before they buy them.

In fact, according to a survey of more than 6,500 US shoppers, 95% of consumers indicate they read product reviews on Amazon.

The Ridge is very successful on Amazon, with over 20,000 reviews and a 4.5 rating.

amazon the ridge customer review examples
Image: Amazon

2. BirdRock Baby showcases trust from independent experts

Shoppers trust, pay attention to, and are inclined to believe the opinions of unbiased experts and reputable brands.

Indeed, research has shown that independent experts are the third most trusted sources of information (43%). Displaying this type of positive customer review on your website will be appealing to your potential customers.

Shogun customer BirdRock Baby sells baby moccasins.

On its homepage, the store displays expert reviews from trusted brands like Romper and Motherly.

These brands are credible, and their opinions about BirdRock Baby’s baby moccasins help build a foundation that establishes trust with shoppers.

birdrock publications customer review examples

3. Wisdom Supply Co. invested in customer interviews and stories

When you talk to your customers, you’ll discover that their stories are unique and memorable, along with finding out their motivations, fears, and aspirations.

Customer stories are informal, natural, and describe your customers’ journey with your products, including how they affect and improve their lives.

This can create an emotional connection with your shoppers and turn them into new customers.

Customer interviews and stories can be particularly helpful if the products an ecommerce store sells don’t easily ignite the imagination.

Shogun customer Wisdom Supply Co., a company driven to address plastic pollution, designs products for reuse, repair, and authentic recyclability—products like plastic-free folders and paper-only planners.

They use the power of customer stories to build a sense of community by explaining why people are purchasing their products—to ultimately help reduce waste and better the environment.

wisdom supply customer story customer review examples

4. Bombay Hair uses images to display customers’ before and after results

Customers identify with your customer images more than images of anonymous models on your product pages.

Likewise, 66% of shoppers find the availability of photos from previous shoppers as important when deciding to purchase online. Plus, 62% are more likely to buy a product if they could view customer photos.

However, 34% of ecommerce sites don’t allow users to upload an image along with their review.

Make sure your customers don’t miss out on the opportunity to showcase their love of your products.

Bombay Hair, a Shogun customer, displays before and after images of its hair extensions on their customers. With genuine customer images, shoppers get a clear picture of how the hair extensions will look on their hair.

bombay before after customer review examples

5. ManCave showcases its happy customers with user-generated content

User-generated content is on the rise in ecommerce, and when used to display customer reviews, the results can’t be ignored:

  • 51% of consumers say they feel more loyal to brands that respond to and resolve their complaints, which says the brand will go the extra mile for them
  • 79% of people say UGC highly impacts their purchasing decisions
  • Consumers find UGC 9.8x more impactful than influencer content
  • Consumers are 2.4x more likely to say user-generated content is authentic compared to brand-created content

Authentic, original, and trustworthy content created by fans, UGC is a cost-effective way that ecommerce stores can advertise their products to their potential customers.

It also provides a form of two-way communication that helps customers relate to brands and build trust.

Let’s take a look at how Shogun customer ManCave leverages user-generated content.

mancave homepage customer review examples

ManCave asks shoppers to share photos of its products in their stories and posts. They then ask users to tag @mancave and other hashtags to take part in challenges.

And since ManCave displays both Instagram posts and stories on its homepage—customers can access them both easily without going to their social media profile.

mancave instagram stories customer review examples

When shoppers click on an Instagram story, it’ll instantly appear—putting the UGC front and center on its homepage.

ManCave uses the Page Builder app effectively across its website—a primary reason it made it onto our customer review examples list.

#cta-paragraph-pb#ManCave was featured in our Shopify Showcase along with 24 other brands that designed their high-converting landing pages with Shogun Page Builder.

mancave ugc customer review examples

6. Healthy Human promotes direct quotes and testimonials

A customer quote or testimonial is typically an unbiased, negative, or positive review of your products and store.

They can be any length, as long as they are persuasive and inspire your shoppers to take action.

You can take the good reviews you receive from your customers and repurpose them into glowing quotes and testimonials for your website.

Find and collect them from a variety of places:

  • Facebook reviews
  • Youtube videos
  • Customer emails
  • Social media
  • Comments on your blog posts

The effectiveness of customer testimonials and quotes has been proven.

When placed alongside more expensive items, these quotes increased conversion rates by 380%. And when placed next to less costly items, the conversion rate increased by 190%.

Shogun customer Healthy Human displays two quotes from customers on their homepage.

They include the customer’s name and the product they purchased, lending credibility to their testimonial.

healthy human quotes reviews customer review examples

7. Helix Sleep shows customer reviews in video format

For some customers, video testimonials can be more engaging and convincing than text testimonials.

Studies have shown that two out of three people would like to make a purchase after watching a testimonial video, and 47% of people prefer testimonial videos because they help to visualize the product details.

This is why it can be better for some ecommerce brands to display customer reviews in video format instead of text.

One of the many Shogun customers that use videos to display customer reviews, Helix Sleep showcases professional and high-quality video footage.

The videos show the benefits its happy customers experience with its mattresses.

helix video reviews customer review examples

#cta-visual-pb#<cta-title>Start building high-converting pages<cta-title>Try Shogun for free and start building out your perfect store to create a totally unique customer experience.Start building for free


8. TKEES utilize social media

Social media is one of the best word-of-mouth catalysts since shoppers like to see brands talk with real people.

They also like to see how brands respond—particularly to customer reviews and if they provide good customer service.

And since 32.7% of users don’t trust sponsored product reviews at all, shoppers often rely on genuine customer reviews on social media to help them decide if your products are worth their time and money.

Consequently, it makes sense to have an active presence on your social media platforms and engage your customers there—while other shoppers are watching.

Shogun customer TKEES shows its followers they care by having real people behind their social media accounts that reply to messages.

It demonstrates that they value their customers and deal with problems effectively.

tkees response social customer review examples

#cta-visual-pb-ee#<cta-title>Not Your Average Shopify Store: 25 Gorgeous Custom Landing Pages<cta-title>See how custom pages make these 25 beautiful Shopify stores drive conversions and get inspired to elevate your store’s customer experience.Grab your free copy


9. U Beauty gets customer reviews in the media

Having customer reviews placed in popular publications is a great tactic to reach your target audience.

The aim is for the customer to be influenced positively, without overly noticing the placement of the product.

When done correctly and without seeming like a traditional advertisement—the customer review can draw in customers, increase brand awareness, and ultimately increase sales.

In an interview with Glamour Magazine, Cassandra Grey, founder of the luxury ecommerce beauty site Violet Gray, states that one of her favorite beauty products is U Beauty’s Resurfacing Compound.

Cass Grey is a well-known beauty junkie, and her customer review on a popular publication like Glamour helps Shogun customer U Beauty reach a wider audience.

glamour review customer review examples
Image: Glamour

10. Nomad’s product receives an in-depth blog post review

Next on our list of customer review examples is blog post reviews. They are a detailed analysis of a product written in a blog post.

Often the blog post will include:

  • How the product compares to other products in the marketplace
  • The quality of the product
  • How to use the product
  • The durability of the product

In return, the person who owns the blog or wrote the product review receives a commission by using an affiliate link throughout the post, in the hope that the reader will click on it.

The main benefit of this type of customer review is that the reviewer often has more knowledge about the product and niche than the average customer—providing deeper and more valuable insights.

The owner of the blog may also already have an audience that trusts their opinions.

Nomad had one of their products—The Nomad PowerPack—reviewed by Alex Kwa. The post is very informative and provides answers to common questions that consumers will have about the product.

nomad expert review customer review examples

Some bonus customer review examples

There are lesser-known but good customer review examples that may be more suited to your brand.

These include:

  • In-depth case studies. Share how your product works and benefits a current customer. An in-depth case study will show a real-life example of how your product solved your customer’s problem or need. This will make it easier for potential customers to decide if it is the right product for them.
  • Audio. Adding an audio customer review to your website can be a powerful and meaningful way for shoppers to connect with your customers and how they experience your products.
  • Brand ambassadors. Brand ambassadors should be authentic and honest. Your audience should be able to trust them as people who have come to know your brand and products on a personal level.

#cta-visual-pb#<cta-title>Want to create Shopify store pages that display stunning customer reviews?<cta-title>Optimize your customer reviews with Shogun’s product review element.Start building for free


Add customer reviews to your store with Shogun Page Builder

Shogun Page Builder has a product reviews element that allows users to display their customer reviews anywhere on their store.

All you need to do is drag the product box onto your store’s page and then add the Product Review element.

product box page builder customer review examples

You can then customize the look of your product reviews so they are consistent with the rest of your branding.

product reviews colors page builder customer review examples

Shogun also makes it easy to display user-generated content from your Instagram feed on your website. You just need to add the Instagram element to your page.

page builder instagram feed customer review examples

You can also hide the description of Instagram posts, the number of posts displayed, and if the images direct users to your Instagram account.

How to add customer reviews to Shopify

Shogun’s product review element integrates with the Shopify Product Reviews app—making it easy to display your Shopify customer reviews on your Shogun pages.

All you need to do is make sure Shopify Product Reviews is installed.

Then add the Product Box element and change the integration setting to Product Reviews.

shogun shopify product review element customer review examples

If your store uses Yotpo for product reviews—Shogun integrates with that too.

Customer review FAQs

Why are customer reviews important for businesses?

Customer reviews are like a gift that keeps on giving—they provide valuable feedback to help you build trust with potential customers, improve your online reputation, and hey, they can even give your Google rankings a boost!

How can negative reviews be turned into a positive experience?

Negative reviews don’t have to be the end of the world—you just have to respond quickly, take ownership of the issue, say sorry if it’s appropriate, and come up with a solution. And don’t worry; there are plenty of examples of businesses who have done this successfully—just check out the blog post!

How can businesses encourage customers to leave reviews?

Businesses can convince customers to leave reviews by sweet-talking them, bribing them with incentives, making it a cinch to leave a review, and showing some love for the reviews they leave.

What is the impact of customer reviews on SEO?

Customer reviews can have a huge influence on SEO—they can help you create new user-generated content, boost your rankings for those tricky long-tail keywords, and, who knows, maybe even get more clicks on your search engine results pages. It’s like a magical power-up for your SEO strategy!

How should businesses respond to neutral reviews?

Businesses should respond to neutral reviews the same way they would to negative reviews—with grace, gratitude, and a willingness to offer a solution if it feels appropriate. After all, even a lukewarm review is still a review, right?

How can customer reviews be used for business growth?

Customer reviews can be a powerful source of business growth. After all, why take advice from only yourself when you can rely on the feedback of your customers?

Positive reviews are like gold and can be used in all sorts of marketing materials to attract new customers.

And even negative reviews can be a blessing in disguise; when handled with care, they can demonstrate to potential customers that your business takes customer satisfaction seriously.

Increase your bottom line with customer reviews

A happy customer is one of the most important assets your company can have.

The reviews they give help control how your audience views your brand and ultimately boost sales by appealing to potential customers.

You don’t have to choose one type of customer review over the other.

Instead, create a cohesive marketing mix by testing different reviews to see what your customers respond to the most—choosing from the list of customer review examples we provided in this post—using Shogun Page Builder to add those reviews to your store.

Finally, put in place an active strategy that encourages reviews rather than waiting for them to happen naturally.

#cta-visual-pb#<cta-title>Customize your Shopify store’s customer reviews<cta-title>With Shogun Page Builder, you can customize the number of reviews you display, the primary color, the color of the star rating, the text color, and more.Try out Shogun for free

Michelle Deery

Michelle Deery is a writer and strategist for B2B SaaS companies. She writes content that helps brands convert visitors into paying customers.

The latest ecomm tips sent to your inbox

share this post

You might also like