A new study finds that almost half of Sweden’s 100 largest e-commerce companies neglect customer reviews, potentially impacting conversion rates, SEO, and revenue.
A recent study conducted by Springboard Martech on behalf of tech company Lipscore has found that customer reviews are a neglected area among Sweden’s largest e-commerce companies. Specifically, 45% of the 100 largest e-retailers in Sweden do not display customer reviews on their websites at all, while another 34% struggle to obtain such reviews. Ole Martin N. Evensmo from Springboard Martech expressed surprise at these findings, stating that product reviews significantly impact conversion rates, SEO, and customer trust, all of which contribute to higher revenue. Evensmo, who is Norwegian, also noted that Swedish e-retailers are falling behind their counterparts in Norway, where companies have embraced the value of customer reviews. He suggested that some Swedish companies may fear negative feedback, while others may simply be unaware of the benefits. Henning Frettem, CEO of Lipscore, emphasized that customer reviews not only provide value to consumers but also offer strategic insights for the company, particularly when utilized effectively.