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When you are about to take a decision, you would make sure that the related reviews are satisfying. At times we even make comments when someone is making any decision. This is generally seen while we go on any shopping or any travel plans. Word of mouth concept has been continuing since the olden days and it is one of the most effective ways of marketing things. Also, a products influence keeps rising with the increase in the number of people speaking about the product with no cost and within a limited period of time.Some steps ahead - we have seen a trend in the way products are sold and products are delivered, similarly, the way they are marketed also changed from the days before. Many of the products still depend on word of mouth for their publicity, while some owners take some financial burden to invest in advertisements and create awareness in the e-commerce world. Today’s internet connectivity makes it possible for any customer from any part of the world to connect with any another person from one end of the globe. For example, a customer from the USA can take suggestions or the review comments from a customer staying in India.

These reviews and ratings have changed the goods and services in the commerce industry. Here are few of the ways to explain how the ratings and reviews support or affect the e-commerce domain.Similar to the business owners, the customers also have an equal proportion of benefits with the introduction of the concept of review and ratings.Benefits to Customers:

• The ratings provide a pathway for the customers to rely on the company the review provide the customers an overview of the product and also acknowledges the customers on the negatives and positives of the product.
• This points to give an option to the customers to have a voice and they can express their opinions about the product and its functions.
• Customers can have a more proper way to interact with the system and website so that they can easily get their services done in a better way.
• Nevertheless, a customer cannot go back to the online store, like the traditional offline store and ask them for testing out a product but certainly, there are situations where the customers get back their money or their products get replaced when their voices are raised.

Benefits for the Business:

• There is very good option to know the taste of the customer and their interest in the type of goods. It might take multiple surveys to gain the knowledge on the interest of the customer if you have an offline shop, but for an online store, the task has been made much easier. The comments section of the reviews and ratings gives the business more tips on the quality and type of the products they make.
• For a traditional store, there are a lot of things that arises when you open the store. For an on-line store, there is no need to hold a physical store, which reduces half the expenditure on the maintenance of the store.
• These ratings and reviews help you to provide better product shipping or services and enable you to grow your business crossing the diversified groups of the society and regions within a limited time period.

The importance of reviews and ratings can make your website or domain come into limelight and provide the best market in the town where an offline store would not be available.