Should online merchants display online reviews on their site? Yes! After Search, Ratings & Reviews are the second most important features of an eCommerce site. 96% of retailers ranked customer ratings and reviews as an effective way to drive conversion. As an online merchant, having a good reputation is important. How you treat your customers, the level of service you provide and overall consumer experience are what people will remember. It is these positive experiences that you want people to share in their product reviews.