17 trends in ecommerce reviews in 2025

Your customers' trust is an invaluable asset for boosting conversions of new users in your e-commerce store , and the best way to capitalize on that trust is to convert it into reviews and user-generated content ( UGC ). According to updated data from Adam Connell's website :

Between 60% and 67% of people distrust banner ads, social media ads, and search engine ads.
92% of people trust personal recommendations more than any type of advertisement, and 70% trust consumer reviews published online.

And while traditional advertising is still relevant, the credibility generated by other users undoubtedly offers far superior results (as well as significantly lower acquisition costs):

72% of shoppers consider reviews to be an “extremely” or “very” important factor in their purchasing decisions.
Products with a rating of 4 stars or more represent 94% of all purchases.
92% of consumers hesitate to complete a purchase if a product has no reviews, while 56% of shoppers have abandoned an online purchase due to negative reviews.
82% of consumers are more likely to buy from brands that integrate user-generated content.
Furthermore, those who review reviews and UGC are up to 50% less likely to make returns, according to Gartner .

If you have an e-commerce business in the fashion, beauty, or wellness industry, social proof is an invaluable tool that you may not be fully utilizing. Join us to discover some of the most important insights to unleash its power in 2025.

Yotpo's insights: What do buyers really want in 2025?

If you're looking to improve your e-commerce reviews in 2025 , understanding customer expectations is essential. Yotpo is our favorite platform for review management, UGC, sentiment analysis, and loyalty programs , and in addition to the excellent results it delivers, we love it because it shares valuable insights with brands.

Their most recent study, " The Shoppers Have Spoken ," covers 51 million consumer reviews and provides a precise overview of what shoppers are really looking for in different industries: fashion, beauty, wellness, jewelry, footwear, food, decoration, and home.

Why should you pay attention to this study? Because it offers unfiltered and unsubstantiated data: real opinions reveal behavioral patterns, preferences, and pain points that can make the difference between an average e-commerce business and a truly competitive one.

You can see the full report here (it's well worth it), but if you want a summary of the most important points, the Shopify experts at Getmore have reviewed it for you and extracted the most important insights, especially for the fashion , beauty , and wellness industries.

Fashion ecommerce: fit, quality and comfort

1. Perfect fit : the holy grail of fashion

In one way or another, fit is the most frequently mentioned issue in negative reviews of fashion e-commerce sites. “Too big,” “too small,” “too short,” “too long,” or simply “doesn’t fit as expected.”

Dresses are the most returned item, with 42% of reviews related to returns.
Bras are the garment with the most problematic fit, averaging only 2.8/5 stars.
Jeans length is the main factor in 76% of reviews with fit problems.
Maxi garments are especially tricky to pull off when trying to achieve the right look.

What can you do to improve your fit reviews?

Include a size chart and comparisons that includes every important part of the garment, from the waist to the width of the hips, thighs, shoulders and/or bust.
Show the garment on models with different body types.
Teach your users how to achieve the right fit for their body type, for example, with videos or email campaigns.
Whenever possible, give your users the opportunity to customize aspects such as leg length and inseam, shoulder width, cup size, etc.
Encourage your customers to upload photos wearing the clothes; there's no better way for users to see how they fit in real life!

2. Quality and comfort: two aspects that truly make you part of the lifestyle

Perceived quality and comfort are two key factors not only for obtaining positive reviews , but also for building customer loyalty and becoming part of their lifestyle. Although trends and fashions change, the ability to invest in durable and comfortable garments will always be a differentiating factor, especially in an environment characterized by fast fashion .

45% of reviews about pajamas are negative, especially when it comes to sets. Recurring criticisms include terms like: “rough,” “uncomfortable,” or “poor quality fabric.”
Outerwear (especially coats and jackets) receives highly positive reviews related to durability and quality.
Garments made with organic cotton receive the highest percentage of positive reviews, with 71% favorable comments.

What can you do to improve your quality and comfort reviews?

Provide complete descriptions that include the type of material and the level of finishes.
It integrates content that explains why certain materials are a better choice for specific garments, climates, and activities.
Pay attention to the manufacturing details. Make sure the stitching, finishes, and materials are of high quality.
If you offer premium products, communicate why they are a smart investment.

3. Appearance: the dangerous gap between photos and reality

Although a product may look perfect in promotional photos, any discrepancy in color, texture, or cut can result in negative reviews that affect trust in the brand.

70% of the comments mentioning the color red have a negative sentiment. Words like "dull," "different," or "nothing to do with the image" are recurring in the criticisms.
In contrast, unisex t-shirts are one of the best-rated products for their versatility and consistency in appearance, regardless of the range of colors offered.

What can you do to improve your product appearance reviews?

Display the products next to familiar colored objects, such as strawberries, bananas, or coffee; this helps the customer get a better idea of the real color.
Use precise descriptions and even Pantone references. Terms like "cherry red" or "deep navy blue" provide more clarity than "red" or "blue."
Show photographs of your products under natural light, warm light, and white light.
If it's a popular item like a unisex t-shirt, show how it looks on different body types, occasions, or styles.

4. Accessories: size (and the story behind it) do matter

Accessories and jewelry aren't just worn, they're experienced. Buyers are looking for more than just aesthetics: they want durability, personalization, and meaning. Products that connect emotionally with the customer are more likely to receive positive reviews.

Many consumers mention that they would prefer the pieces to be larger (especially in earrings) or that they appreciate it when the size is substantial.
38% of positive reviews praise the durability of the parts.
Although personalization is a highly sought-after feature, negative reviews mention errors in engravings or customizable parts that seem less durable than the standard.
For 20% of buyers, the accessory represents more than just a decorative object; it is a souvenir, a special gift, or a symbol of a significant experience.
Many mention that "the gift begins with the box," highlighting the importance of packaging and presentation.

What can you do to improve your jewelry reviews?

Compare the accessories with standardized-sized objects, such as cell phones or sunglasses.
It includes images of models with different facial features and skin tones.
If you offer customized options, make sure they do not compromise the structural quality of the product.
Highlight the meaning of your accessories: tell the story that inspires each design.
Create campaigns that encourage your customers to share UGC that shows the meaning behind their purchases with photos or testimonials.
Make sure your packaging is memorable. Investing in a stylish or custom box can boost your positive reviews.

5. Footwear: walking on clouds is the bare minimum expected

Analysis of reviews makes it clear that footwear should not only look good, but also feel good every day.

70% of negative comments about footwear are related to fit issues. This includes everything from incorrect sizes to specific problems with the width of the toe box, heel, or instep.
Rubber sandals and basic sneakers are two favorites for their versatility and comfort.
Regardless of the type of shoe, comfort is the most valued aspect.

What can you do to improve your shoe reviews?

Don't just list the standard size (e.g., 38 or 39). Include specific measurements such as toe width, instep height, and foot length.
It shows how basic models can be combined with different outfits.
It mentions features such as breathability, cushioning, and sole flexibility.
Include videos or GIFs that show the footwear in action, for example, how the shoes behave when walking, running, or performing everyday activities.

Beauty e-commerce: adjusting expectations is everything

6. Two key aspects: fresh and moisturizing

In the beauty industry, consumers seek both results and sensory experiences. Perfumes, creams, and skincare products are valued primarily for their scent, texture, and ability to produce tangible effects.

79% of positive fragrance reviews from Generation Z mention scents described as clean, fresh, and fruity. Millennials, on the other hand, prefer more classic and deep scents like musk and sandalwood.
95% of positive perfume reviews mention that the perfumes were purchased as gifts. Furthermore, elegant or personalized packaging is often cited as a significant factor in positive reviews.
The terms “moisturizing” and “soothing” are common in reviews of skincare products that receive high scores, especially when visible effects after use are mentioned.

What can you do to improve your beauty product reviews?

Adjust your marketing campaigns considering the generational profiles of your audience and their preferences.
It offers quick questionnaires or interactive guides that allow them to discover what type of fragrance best suits their style and preferences.
Invest in boxes with custom designs, or even engraved messages.
It allows customers to try a mini version of the product before purchasing the full version.
In skincare products, use real images that show the before and after and highlight the hydration achieved.

7. Problematic products: avoid negative experiences

Certain products receive recurring criticism because they fail to deliver on their promises or cause unexpected side effects. Understanding these common flaws can help you optimize your product presentation, communication, and development to improve reviews.

56% of mascara reviews are negative: formulations that don't last, smudge easily, or leave clumps.
Serums and moisturizers have a 20% return rate in reviews because they do not offer the expected results or their effect is very slight.
Hair straighteners have near-perfect reviews, but products specifically designed for curly hair receive much lower ratings.
Shaving products, such as creams and razors, have a 19% negative sentiment, mainly due to poor value for money.
Products containing vitamin C generally receive good reviews, but 15% of negative comments are related to irritations or allergic reactions.

What can you do to improve your beauty product reviews?

Clearly specify the type of product and its proper use, as well as the recommended skin type (dry, oily, combination or sensitive) and the expected results after continuous use.
Mention aspects such as drying time, number of recommended coats, ideal climate for use, or whether it is a light or heavy formula.
It provides step-by-step usage guides.
Create a system that helps the customer identify their skin or hair type before buying.

8. Bundles and all-in-ones: convenience vs. quality

Multipurpose products and bundles or kits have gained popularity in beauty e-commerce. However, they don't always meet customer expectations, which is reflected in mixed reviews.

All-in-one products generate mixed feelings: although many appreciate the versatility they offer, they also feel that, in trying to fulfill several functions, they fail to excel at any of them.
Product bundles or packages generate positive reactions from 57% of customers, who value them for offering more value for their money or for creating a more complete and carefully curated experience.
On the other hand, the remaining 43% express frustration with aspects such as incomplete shipments, less attractive presentations than those shown, or lack of clarity in the size of the products.

What can you do to improve your reviews of all-in-one kits and products?

Allow your customers to try a product before committing to a full bundle . Travel-size versions or sample kits are highly valued.
Prioritize quality over quantity: Instead of offering a product that claims to perform five different functions, opt for a 2-in-1 that combines versatility with proven quality.
Clearly describe what each kit includes, the size of the products, and their purpose.
Personalize the experience: offer the option to create customized kits where the customer can choose from several options according to their needs.

9. Clean Beauty : fewer ingredients means more satisfaction

Products that follow clean beauty principles are consistently well-received by shoppers concerned about health, sustainability, and skincare.

90% of positive reviews relate to products with organic formulas and free of harsh chemicals.
Consumers appreciate the philosophy behind the products. Words like “ethical,” “sustainable,” and “natural” are common in the most enthusiastic reviews.

What can you do to improve your clean beauty reviews?

Communicate the science behind each formula: explain which ingredients you use, which you avoid, and why.
Educate the customer: offer content that explains the benefits of choosing clean beauty , such as articles, videos, or detailed FAQs.

Wellness: products that adapt 100% to the user

10. Sleep and relaxation: in search of integral well-being

The search for products that promote relaxation, reduce stress, and improve sleep quality has become a priority for consumers.

Essential oils, teas, creams, and scented candles focused on relaxation and improving sleep consistently receive ratings close to 4/5 stars.
Favorite scents include citrus essences, lavender, and other clean, organic ingredients that promote calm and well-being.
Aromatherapy kits that combine products such as candles, body oils, and PMS (Premenstrual Syndrome) relief solutions also receive good ratings.

What can you do to improve your reviews of relaxation products?

Show how your products can be part of daily wellness rituals.
Describe in detail the aromatic profile of the products.
It promotes customized kits that adapt to different needs, such as "Total Relaxation" or "Restful Sleep".

11. Pain relief: less effective than expected

Although pain relief is an important aspect of wellness , many products fail to deliver on their promises.

50% of users are not impressed with pain relief products, with an average rating of 2.5/5 stars.
The most frequently mentioned problems include ineffectiveness, allergic reactions, and irritations that even worsen the initial condition.

What can you do to improve your reviews of pain relief products?

Avoid exaggerated claims or miracle-product promises. Maintain a realistic and scientific approach.
It offers accurate medical information, detailing exact ingredients, mechanisms of action, and specific types of ailments that each product can relieve.
Make sure your product descriptions clearly explain what cases they work best for and what types of problems they cannot solve.

12. Convenience, simplicity, and energy go hand in hand

Consumers of wellness products especially value those that offer practical benefits and are easy to incorporate into their daily routine:

Vitamins, supplements, and energy powders that offer measured and simple doses receive 86% positive reviews.
Buyers prefer convenient and portable formats, such as soluble powders and easy-to-consume gummies.
Products with clean ingredients ( eco-friendly and free of harsh chemicals) receive an average rating of 4.5/5 stars.

What can you do to improve your supplement reviews?

It offers personalized quizzes to better understand each user's needs and recommend specific products that suit their lifestyle.
It provides practical tips to help customers follow their routine and maximize the benefits of your products.
Promote products that fit into the consumer's daily routine, even " on the go ".
It highlights the benefits of simple, organic ingredients.

13. Taste matters

While a supplement's effectiveness is essential, its taste also plays a crucial role in customer loyalty. Complaints about the taste of products like hydration drinks and energy boosters are common and significantly impact overall review scores.

What can you do to improve your taste reviews?

It offers samples of different flavors so the customer can try them before committing to a full package.
Gather feedback on which flavors are most popular and which ones require improvement.
Clearly highlight the natural ingredients in your formulas that contribute to a better taste.

Bonus: 3 cross-cutting insights you can't ignore

There are three factors that, in one way or another, consistently appear in positive reviews on fashion, beauty, and wellness e-commerce sites. If you're looking to boost your sales by 2025, you almost certainly need to integrate them into your strategy, regardless of the type of products you handle:

14. TikTok: Your great ally

Several positive reviews mention that customers first discovered the products on TikTok, which aligns with the statistics: 43% of shoppers discover new products through social media, with TikTok leading as the top platform for finding influencer recommendations (69%), followed by Instagram (47%), YouTube (33%), and Facebook (28%). Furthermore, 49% of consumers trust influencer recommendations, and 61% consider them as reliable as those from family or friends.

What can you do to maximize your social media marketing campaigns?

Integrate your social-commerce campaigns into popular platforms like TikTok and Instagram to maximize reach.
Collaborate with relevant influencers who speak directly to your audience.
Implement verified reviews from these social channels to give your brand greater credibility.

Remember that Yotpo has an integration with TikTok Shop .

15. Eco-friendly : the commitment that makes the difference

Consumers are increasingly aware of their environmental impact and are seeking products that reflect their ethical and sustainable values. The preference for reusable, recyclable, or biodegradable packaging continues to grow: 18.9% of consumers say that eco-friendly credentials directly influence their purchasing decisions, and these credentials are frequently mentioned as a positive differentiator in reviews .

What can you do to improve your eco-friendly reviews?

Clearly and visibly display whether your products use recyclable, biodegradable, or reusable materials.
Include in your educational campaigns content about how consumers can reuse or recycle your product packaging.
Encourage your customers to share their experiences with your sustainable products and highlight those reviews on your ecommerce site and social media.

16. Limited editions: exclusivity that delights

Exclusivity remains a powerful driver for generating excitement and garnering positive reviews. Limited editions and strategic collaborations excel at creating a sense of urgency and authenticity.

Products released in limited editions receive an average rating of 4.7/5 stars, with 89% positive sentiment in the reviews.
The reworked garments (modified or altered) score 4.5/5, with comments highlighting their eco-friendly , nostalgic and exclusive character.

What can be done to take advantage of this trend?

Refresh your bestsellers by launching exclusive versions or collaborations with other brands.
It explicitly communicates the limited nature of certain products to increase their perceived value.
It highlights the unique aspects of each item, whether through design, collaboration, or an eco-friendly approach.

Shopify Plus experts who help you unleash the full power of Social Proof

If anything became clear in this trend analysis, it's that social proof isn't an optional extra for your e-commerce business: it's an essential driver for attracting, converting, and retaining customers. Reviews, user-generated content (UGC), and integration with platforms like TikTok and Instagram are no longer just recommended strategies, but decisive factors that separate successful stores from those that fall behind.

Ready to take your ecommerce to the next level? At Getmore, we help you design and launch your ecommerce store professionally with Shopify and Shopify Plus , maximizing the power of your reviews and leveraging every aspect of social proof to attract more customers and retain the ones you already have.

Our experience with fashion, beauty, wellness , and lifestyle brands allows us to help you build an online store that truly leverages the full potential of strategic tools, such as Yotpo.

17 trends in ecommerce reviews 2025