Hey, today, I’m tackling a question I hear all the time: Why aren’t my Google Business reviews showing up in search results, and what can they actually do for me? Let’s break it down, clear up some misconceptions, and get you on the right track to make reviews work for your e-commerce brand.
Google Business Reviews: Not Your eCommerce MVP
Let’s start with the big one: Google Business reviews aren’t really built for e-commerce. I know, I know—you’ve probably been told to chase those shiny stars on Google to boost your brand’s cred. But here’s the deal: Google Business reviews are designed for local businesses with a physical location, like a coffee shop or a gym that shows up on Google Maps. They’re meant to help people in the same area find and trust those businesses.
For e-commerce, though? It’s a different story. Your customers are scattered across the country—or even the globe—and most e-commerce brands don’t have a physical storefront. I’ve seen brands pour time into collecting Google Business reviews, only to realize they don’t show up in search results or ads. Why? Because Google doesn’t use them when people are searching to make a buying decision online. They’re not factored into your seller rating, and they won’t sprinkle those star ratings across your product pages or shopping feed.
I came across an example that really drives this home: an e-commerce brand with over 5,000 Google Business reviews. Sounds awesome, right? But here’s the catch—because they don’t have a physical address, those reviews don’t show up in regular search results. You’d have to go to Google Maps and search for the brand specifically to even see them. That’s not where your customers are looking, and honestly, it’s pretty limited in terms of usefulness if you’re not a brick-and-mortar shop.
Why eCommerce and Google Business Reviews Don’t Mix
Let’s dig a bit deeper into why this happens. Google Business reviews are all about locality. If I’m searching for a local bakery, those reviews pop up on Maps to help me decide if it’s worth the trip. But for an e-commerce brand, where my customers could be anywhere, Google doesn’t see those reviews as relevant for online buying decisions. A slide I found sums it up perfectly: Google Business reviews have “limited use” for e-commerce because “Google doesn’t rank Google Business reviews unless it’s searched within the same locality and an actual physical store exists.” No physical store, no dice. So, if you’re banking on those reviews to boost your visibility, you’re probably barking up the wrong tree.
What Can Google Reviews Do for eCommerce?
So, Google Business reviews aren’t the golden ticket for e-commerce—but that doesn’t mean you can’t get those coveted star ratings in your search results. There are ways to collect reviews that Google will actually use to calculate your seller rating and show off in your ads or shopping feed. I’ve got two solid options for you, and I’ll break down the pros and cons of each.
Option 1: Google Customer Reviews (The Freebie)
Google has a free program called Google Customer Reviews, and it’s a decent starting point if you’re on a budget. This lets you collect seller ratings and product reviews that actually count toward your Google Shopping feed and search results—think star ratings next to your products or in your ads. I’ve seen it work for some brands, giving them that extra trust factor. But it’s not all sunshine and rainbows:
- The Catch: Customers have to opt-in to leave a review, which means a lot of them just click “No thanks” and move on.
- Limited Control: You don’t get much flexibility in how you collect reviews, and it’s mostly focused on service reviews, not product-specific feedback.
- Not the Full Picture: You can’t really dig into the data or use it for much beyond Google’s ecosystem.
A slide I saw nails the trade-off: it’s “free, approved by Google, counts towards seller rating & shopping feed product ratings,” but it “requires explicit opt-in by customers, only collects service reviews, limited way to use collected reviews.” It’s a good first step, but it’s not perfect.
Option 2: Third-Party Review Platforms (The Pro Move)
Here’s where I think you’ll get the most value: using a Google-approved third-party review platform. These platforms are built to collect reviews that Google will index for your seller rating, and they’ll show up in search results and ads without the opt-in hassle. I’ve worked with a bunch of these over the years, and they’re a game-changer for e-commerce brands. Here’s why I’m a fan:
- No Opt-In Drama: Customers can leave reviews without extra steps, which means more feedback rolling in.
- Super Easy to Use: They integrate seamlessly with your e-commerce platform—Shopify, WooCommerce, you name it.
- More Control: You get to decide how and when to ask for reviews, plus you can actually access the review data to see what your customers are saying.
- The Full Package: You can collect both service and product reviews, giving you a bigger impact.
The downside? It’s not free. Depending on your review volume, the cost can add up. A slide I found lists platforms like Trustpilot, Yotpo, and Reviews.io as Google-approved options, with pros like “more control how reviews are collected” and “access to review data,” but the con of “payment required.” In my experience, though, the investment is worth it for the flexibility and visibility you get.
How to Make Sure Your Reviews Are Actually Working
Here’s a pro tip I always share with brands: you need to check if your reviews are actually being indexed by Google. There’s an easy way to do this—just use this link: https://www.google.com/m/storepages?q=YOURDOMAIN.com&c=GB. Swap out “YOURDOMAIN” with your site’s domain, and you’ll see which platforms Google is pulling reviews from for your seller rating.
I tested this with that same e-commerce brand I mentioned earlier—the one with 5,000 Google Business reviews. When I ran the search, I saw reviews from Reviews.io being indexed, but nothing from Google Business. That’s because Google doesn’t count those Business reviews for e-commerce seller ratings. It’s a huge misconception I see all the time—brands focusing on the wrong type of reviews and then wondering why their star ratings aren’t showing up. Don’t make that mistake!
Why This Matters for Your eCommerce Game
Here’s the bottom line: if you’re an e-commerce brand, Google Business reviews aren’t going to move the needle unless you’ve got a physical store and a local audience. Instead, focus on collecting reviews that Google actually cares about for your seller rating—either through Google Customer Reviews or a third-party platform. Those are the ones that’ll get you those star ratings in search results, boost your click-through rates, and build trust with your customers. I’ve seen brands get a serious lift in conversions just by getting this right—it’s a small tweak with a big payoff.
A Tool to Take It to the Next Level
If you’re ready to get serious about reviews, I’ve got a recommendation for you: check out Stacktome. I’ve used it with tons of brands, and it’s hands-down one of the most flexible tools out there for collecting reviews across multiple platforms. They’ve got some of the highest limits for email invitations, so you can scale up without worrying about getting nickel-and-dimed. Want to see how it can work for you? Book a demo with them—I promise you’ll walk away with some actionable ideas.
Let’s Wrap This Up
So, there you go—Google Business reviews aren’t your e-commerce secret weapon. They’re great for local businesses, but for online brands like yours, you need to focus on Google Customer Reviews or a Google-approved third-party platform. Make sure your reviews are being indexed, prioritize the right platforms, and watch those star ratings do their magic. I’ve been geeking out over reviews for years, and I’m always here to help—drop me a line if you’ve got questions!
