Wildberries, one of Russia's leading online marketplaces, is set to enhance its product rating system, introducing significant changes aimed at improving the reliability of product evaluations. Starting April 15, 2025, the platform will no longer factor in irrelevant reviews that do not pertain to the product itself, a move that many believe will lead to a more trustworthy rating system.
Under the new guidelines, if a customer leaves a rating accompanied by a review that includes unrelated comments—such as remarks about delivery times or issues with the pickup process—those ratings will not contribute to the seller's overall score. However, the reviews will still be visible to other potential buyers, ensuring transparency while refining the evaluation process.
Moreover, Wildberries will modify how it accounts for user-supplemented reviews. Previously, if a buyer adjusted their review after initially submitting it, both versions would be considered in the rating calculation. Going forward, only the final version of a review will be used to determine the product's rating, eliminating confusion and enhancing the accuracy of the feedback system.
These changes are a response to growing concerns about the credibility of online reviews and their impact on purchasing decisions. A recent study conducted by Wildberries revealed that 79% of respondents prioritize reviews when making a purchase, while 64% focus on the product's price. This highlights the importance of a reliable rating system, especially in categories where consumer safety and comfort are paramount, such as clothing, children's goods, food products, and cosmetics.
According to the same study, product ratings are the third most crucial factor influencing buying decisions, trailing only behind reviews and price. In fact, 24% of buyers indicated that ratings are a key factor when considering clothing and shoes, while 22% felt the same about children's products, food, and cosmetics.
Wildberries' initiative to improve its rating system comes at a time when online shopping is increasingly becoming the norm. The marketplace has been proactive in enhancing customer experience, recently introducing the "Rubles for Reviews" program, which has reportedly rewarded customers with 1 billion rubles from May to November 2024 for their feedback. This incentive not only encourages more reviews but also emphasizes the marketplace's commitment to customer engagement.
The changes to the rating system are expected to create a more level playing field for sellers, as ratings will now more accurately reflect product quality rather than be swayed by unrelated customer experiences. This refinement could ultimately lead to higher customer satisfaction and trust in the Wildberries platform.
As the e-commerce landscape continues to evolve, the importance of clear and relevant customer feedback cannot be overstated. Wildberries is taking a significant step in this direction, ensuring that consumers can make informed decisions based on accurate and meaningful product ratings.
