Quick answer: Ask every customer for a review by email a few days after the product arrives, make it a one-click process, keep the message short and personal, and follow up once. Never buy, fake or selectively filter reviews. Most stores that ask consistently end up with far more reviews than stores that wait for people to volunteer.
Reviews are one of the strongest trust signals a store can have. People look at them before they buy, and star ratings can also appear in search results when your markup is set up correctly. The challenge is simple: happy customers rarely think to leave one unless you ask.
1. Pick a review tool that fits
Several apps collect and display reviews on Shopify, from simple free ones to full-featured paid platforms. Look for: automatic review request emails, photo reviews, the ability to import existing reviews you own, structured data for star ratings, and a clean design that doesn't slow your pages. Check the monthly cost before you commit.
2. Ask at the right time
Timing matters more than wording. Ask after the customer has had time to use the product, not the minute it ships. A rough guide:
- Fast-use products (skincare, food, small accessories): 5 to 7 days after delivery.
- Products that take time to evaluate (furniture, equipment, supplements): 14 to 30 days.
Base the delay on delivery, not the order date, or you'll be asking for a review of something that hasn't arrived.
3. Make it easy
- One-click star rating inside the email.
- A mobile-friendly review form with minimal fields.
- Optional photo upload. Customer photos are powerful.
- No forced account creation.
4. Write a human request
An example that works:
Hi Sam, your [product] should have arrived by now. We hope you're enjoying it. If you have a minute, would you tell us what you think? It helps other shoppers decide, and we read every one. [Leave a review]
Keep it short. Mention the product by name. Sign off as a real person.
5. Follow up once
Send a reminder about a week later, and then stop. Two emails is the right amount. Three starts to feel like nagging.
6. Use other touchpoints
- A card in the package with a QR code to your review page.
- An SMS request for customers who opted in.
- A thank-you page after purchase that invites them to join your email list for a later review request.
- A direct ask when you get a happy support message: "Thanks, that's lovely. Would you mind sharing that as a review?"
7. Incentives: handle with care
Offering a small thank-you (like a discount on a next order) for leaving a review is common, but there are rules. The U.S. Federal Trade Commission has been clear that reviews must reflect real experiences, that you can't offer incentives conditioned on positive reviews, and that incentives should be disclosed. The FTC has also moved against fake reviews and review suppression. The safe approach: ask for honest feedback, incentivize participation (never the rating), disclose it, and display the good and the bad. If in doubt, skip the incentive, and check the FTC's current guidance or ask an attorney.
8. Never do these
- Writing your own reviews or asking friends and family to post as if they're customers.
- Buying reviews or review packages.
- Only asking happy customers (review gating) or hiding negative reviews.
- Copying reviews from another site or product that aren't about that item.
Beyond the legal risk, shoppers can tell. A mix of ratings looks more believable than a wall of 5 stars.
9. Respond to reviews, especially bad ones
Reply to every negative review politely and offer a fix. Future customers read your response as much as the complaint, and many will trust you more for handling it well.
10. Display reviews well
- Show star ratings on collection pages and product pages.
- Highlight a few helpful reviews near the buy button.
- Let people filter by rating or topic if your tool supports it.
- Make sure the review code doesn't slow your pages. See our app audit guide.
Bonus: use reviews to improve your product pages
Reviews tell you the words customers use and the questions they have. Feed those back into your descriptions. See our product description template.
Want it set up properly?
We set up review requests, star ratings, photo reviews, loyalty points and referral offers with simple rules, styled to your theme. See our reviews, loyalty and referral setup, or request a quote. New store? Read 12 ways to build trust first.
Frequently asked questions
When should I ask for a review?
After the product has had time to be used: roughly 5 to 7 days after delivery for fast-use items and 14 to 30 days for products that take longer to evaluate.
Can I offer a discount for leaving a review?
It's a gray area. The FTC says reviews must reflect real experiences and incentives shouldn't depend on positive ratings, and should be disclosed. When in doubt, skip the incentive and check current FTC guidance.
Is it okay to only ask happy customers?
No. Selectively asking or hiding negative reviews can be deceptive and makes your ratings less believable.
How many review requests should I send?
One request and one reminder. More than that feels like nagging.
Related services
- Shopify Reviews, Loyalty & Referral Setup β review requests, loyalty points and referral offers
- Klaviyo Email & SMS Flows Setup for Shopify β welcome, cart, post-purchase and winback flows
- Shopify Product Page Copywriting & SEO β product descriptions written for buyers, with titles and meta tags
