Why don't more online sellers offer customer reviews? Amazon is the exception when it comes to online sellers offering good customer product reviews. Why? When we buy semi-expensive consumer products online, we always search for customer reviews before purchasing. Why not make it easier for customers? Retailers fear that bad reviews will hurt product sales but isn't the job of the seller to help the buyer choose the right product? Honest reviews do that. Trusted and insightful customer reviews, served up as part of the shopping experience for online consumer products, play three vital roles: 1) they tend to keep the customer on your site while providing useful advice; 2) they can effectively address buyer objections (e.g. expensive but worth every penny); and 3) they build credibility and trust while at the same time weeding out sub-par prodcuts. Make customer reviews an integral part of the online shopping experience. It will build loyalty, trust and sales.

-Dave Vellante