How to respond to negative e-commerce reviews
Online shoppers read your replies on Google, on product pages and in review apps. Reply to the problem, move the order details to email, and never hide the bad ones.
Write 3 replies with the free generator
The rules
- Thank the customer and name the issue: delivery, returns, size, quality.
- Never post an order number, address or tracking details in public.
- Do not promise a refund or replacement in the reply unless you are issuing one.
- Do not hide or filter out negative reviews from a review widget while presenting the rest as all your reviews: the FTC rule bans misrepresenting displayed reviews as all or most reviews when negative ones are suppressed (16 CFR 465.7).
- Never make a refund, discount or freebie conditional on the customer changing or deleting the review. In the US the FTC's rule on reviews (in force since 21 Oct 2024) bans incentives conditioned on a review's sentiment and bans suppressing reviews through threats or intimidation (FTC).
What not to write
- “Tracking shows it was delivered.”
- “You ordered the wrong size.”
- “We'll refund you if you change your review.”
Example replies
Illustrative example, not a real review
Review (1★): Order never arrived and support stopped replying.
Example reply:
Hi Emma,
Thank you for taking the time to write. I'm sorry to hear you were disappointed with the delivery. Could you email us at [email] with your order details? We'd like to look into it properly.
– [Name], [Store]
Illustrative example, not a real review
Review (2★): Returned the item three weeks ago, still no refund.
Example reply:
Hi Noah,
Thanks for the feedback. I'm sorry you're still waiting. Please email [email] with your order number and we'll look into it.
– [Name], [Store]
Illustrative example, not a real review
Review (1★): Fabric feels cheap, nothing like the photos.
Example reply:
Hi Zoe,
Thank you for telling us. I'm sorry to hear you were disappointed with the quality. Please reach us at [email]; we'd like to hear more.
– [Name], [Store]
Illustrative example, not a real review
Review (5★): Fast shipping and lovely packaging!
Example reply:
Thank you so much for the lovely review! It's great to hear you liked how quickly everything went. We hope you enjoy your order.
– [Name], [Store]
Write 3 replies with the free generator
Replies written for your real reviews
Paste your Google Maps link at checkout. We pick your 20 most recent unanswered 1–2★ reviews and write a calm, specific owner reply to each, in the reviewer's language, ready to paste into your Google Business Profile. Delivered by email, usually within 24 hours.
20 ready replies to your real bad reviews – €9 Sample PDF
Want the whole profile checked, not only the replies? The Google Business Profile audit is €19 (launch price, €49 from 1 Dec 2026).
Other industries
Hotels · Dentists · Doctors and clinics · Lawyers · Auto repair shops · Hair and beauty salons · Plumbers · Real estate agents · Gyms and fitness studios · Restaurants · App developers · All guides
Sources
- 16 CFR 465.7: review suppression
- FTC: final rule banning fake reviews and testimonials (Aug 2024)
- Google Business Profile Help: Manage customer reviews
FAQ
Can I remove negative reviews from my product pages?
You can remove reviews that are fake or break your published rules, applied the same way to all reviews. Filtering out reviews just because they are negative, while presenting the rest as your reviews, is what the FTC rule prohibits.