Retail and E-commerce

Reviews and reputation · NPS, problem products and what the customer wrote

The Reviews tab shows the store's NPS with promoters, passives and detractors, points out Problem products, meaning items with many reviews and a high share of negatives, and lets you open the reviews behind each one, with the rating, the text and the verified purchase badge.

The store's overall average is the most misleading number in retail. A store with a 4.6 star average can have a best selling item with 70% negative reviews: it disappears in the average, but it shows up in the returns bill, in support handling time and in your reputation. This tab was built to find that item, not to display the average.

Where to find it

Open Retail in the side menu.
Click the Reviews tab.
The NPS indicators sit at the top; the Problem products section is below them.
Click a product code in the list to open its reviews; use Close to go back.

The NPS block

There are five cards: NPS, Promoters, Passives, Detractors and Reviews. The classification follows the standard for the metric: a 9 or 10 is a promoter, 7 or 8 is a passive, 0 through 6 is a detractor, and NPS is the difference between the share of promoters and the share of detractors. While there is no response at all, the screen shows no cards: it says there are no reviews yet and explains that an NPS with no base would be a false number. That silence is deliberate, because an NPS calculated over two responses misleads more than it informs.

Problem products

The table carries SKU, Reviews and Negative, as a percentage, sorted from worst to least bad. Products enter the list when they have at least three reviews and more than half of them are negative. The floor of three reviews is there so a single complaint does not turn into an alarm. A review is classified by its rating: 4 or 5 is positive, 3 is neutral, 1 or 2 is negative. When no product crosses that threshold, the screen says there is no product with a high share of negative reviews, which is good news and not an empty screen.

Reading what the customer wrote

The aggregate tells you where to look; the customer's sentence tells you what to do. Clicking the product code opens the Reviews for section, a list in which each item shows the star rating, the title when there is one, the Verified purchase badge when the review came from somebody who really bought, the date and the text. That is where you find out whether the problem is the product, the page description, the photo or the shipping packaging, three completely different paths to a fix.

Example: Aurora Store sees an NPS of 41 over 210 reviews. Under Problem products, SKU AUR-778 appears with 11 reviews and 64% negative. Opening the product, seven of the negative reviews carry Verified purchase and all say the same thing: the item runs smaller than the size chart says. The fix is the size chart on the page, not the product, and returns for wrong size drop over the following weeks.

Limits and common questions

This tab is read only. Replying publicly to a review still happens in your store or in the channel where the review was published.
Reviews carry a moderation status, so a rejected review does not count as if it were published.
The Verified purchase badge only appears when the source reported that the review came from a recorded purchase.
NPS and CSAT come from survey responses, which are different records from product reviews: the cards at the top and the product list can grow at different rates.
No reviews for this product means the list is filtered by a product that has no review on record yet.
The Retail vertical has to be on.

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