In 2024, eCommerce is playing a bigger role than ever, with online shopping accounting for 20.1% of global retail sales, a percentage expected to rise to 22.6% by 2027​. The shift underscores the growing significance of customer trust and experience in influencing online purchasing decisions.

Google has capitalised on this with its Store Ratings feature, which has been a powerful tool for US merchants. The recent expansion of Store Ratings to Australia, Canada, India, and the UK now provides businesses in these regions with the opportunity to build their credibility and attract more online customers.

What Are Store Ratings?

Store Ratings are a feature designed by Google to give potential customers a quick snapshot of a store’s overall performance based on key metrics, such as product quality, shipping efficiency, and return policies.

Displayed directly within Google Shopping search results, these ratings offer consumers an easy way to assess a store’s reliability before making a purchase. For businesses, Store Ratings provide a way to stand out in an increasingly competitive marketplace, especially as eCommerce continues to grow rapidly across industries such as apparel, electronics, and home furnishings.

With eCommerce now representing a significant share of retail sales globally, customer reviews have become one of the most influential factors in consumer decision-making.

Store Ratings give businesses the chance to highlight positive customer experiences directly within Google search results, encouraging shoppers to choose their store over others. The feature appears in both paid ads and free listings, making it a valuable tool for businesses of all sizes looking to increase their visibility and online performance.

How Store Ratings Appear in Search Results

Store Ratings show up in the form of a star rating (out of five) and display the total number of reviews received by the merchant. Additional information, such as average delivery times or customer satisfaction qualifiers, may also be displayed.

These ratings can be seen across Google’s Search Network, including mobile search and YouTube, providing extensive visibility for businesses.

For businesses, having Store Ratings appear next to their listings offers an extra layer of credibility. A rating of 3.5 stars or above allows these ratings to show up alongside Google ads, making them more appealing to potential customers.

Free product listings also benefit from the visibility offered by Store Ratings, providing smaller businesses without an advertising budget the chance to compete with larger retailers.

How Merchants Can Participate

Merchants interested in displaying Store Ratings in Google search results can easily participate by signing up for Google’s free Customer Review program or gathering reviews through independent review platforms such as TrustPilot, Feefo, or ProductReview.com.au.

After signing up, the reviews will be aggregated and calculated into a store rating that automatically appears in Google Shopping search results.

Google claims that only trustworthy reviews are included by filtering out spam, abuse, and reviews where no transaction occurred. The ratings are based on the number and quality of reviews collected through Google’s Customer Review program and supported third-party platforms. Once a store has enough reviews, its rating will begin to appear in search results for the relevant country, offering businesses an additional way to engage with potential customers.

The Importance of Store Ratings for Merchants

With eCommerce now accounting for over 20% of global retail sales, Store Ratings have become an essential tool for businesses looking to build trust with online customers​.

Displaying a high store rating can significantly impact both paid and organic performance by encouraging more qualified traffic to visit a business’s website. Research shows that consumers are more likely to click on ads and listings with strong ratings, increasing both click-through rates and conversions.

Store Ratings also serve as a competitive advantage in the crowded eCommerce space. Having visible proof of positive customer experiences can set a business apart from others, giving it the credibility needed to thrive in a competitive digital marketplace. Whether you’re a small retailer or a large eCommerce player, participating in Google’s Store Ratings feature can help you build trust with your customers and ultimately drive more sales.

The Expansion to New Markets

The expansion of Store Ratings to Australia, Canada, India, and the UK presents a valuable opportunity for merchants operating in these regions. The program allows businesses to highlight their customer service and product quality to a larger audience, giving them a competitive edge in their respective markets.

By joining the Store Ratings program, businesses can showcase their commitment to delivering a high-quality customer experience. It’s a simple yet effective way to boost visibility, build credibility, and attract more customers in an increasingly competitive marketplace.