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2024 marked an all-time low in online trust, making authentic social proof from real people a true make-or-break factor for success in 2025. Thankfully, Loox merchants achieved a 39% increase in overall review collection and a 22% increase in photo & video reviews compared to 2023—and we have no plans of slowing down in the year ahead.
Merriam-Webster’s dictionary named “Authentic” its 2023 word of the year in response to rapid advancements in AI-generated content. With AI already integrated into social media and the widespread rise of misinformation, they would likely choose it again in 2024 if possible. This past year marks an all-time low in online trust. This trend shows no signs of slowing down. If anything, it’s accelerating.
The impact on online commerce is already apparent with 97% of shoppers expressing concerns about buying from unfamiliar stores. In a recent study, 62% of consumers named trust as a key factor in purchase decisions—a 10% increase from the previous year. This is no surprise given that 38% of them also encountered AI-powered fake reviews in 2024.
All signs indicate that in 2025, gaining shopper confidence and trust will be more critical than ever—a true make-or-break factor for success.
At Loox, we believe that authentic content created by real people is key to gaining shopper trust. As we enter this new year, we feel more confident than ever in our mission: empowering merchants to build a trusted brand with social proof from hard-earned happy customers.
This past year, we focused on four key efforts to help you achieve this goal:
1. Collecting more and better photo & video reviews
In 2024, Loox merchants collected 39% more reviews, and 22% more photo & video reviews compared to 2023, maintaining our industry-high photo and video ratio.
Read more
2. Displaying your photo & video reviews throughout the buyer journey
We launched two brand-new widgets, along with numerous new features focused on helping you leverage video content, easily design high-converting widgets, and better showcase your existing reviews.
3. Turning happy customers into advocates
In 2024, Loox merchants saw an increase of 51% in referral links generated and a 32% growth in revenue attributed to referral links compared to 2023.
4. Simplifying work processes
As a product-led brand, simplicity, and usability are rooted in our DNA and embedded into everything we do. In 2024 we made Loox even easier to use than before.
The above will continue to be at the heart of everything we do in 2025. Scroll down for the complete breakdown of this past year.
1. Collect more and better photo & video reviews
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Throughout the year, our Reviews Squad focused on optimizing review collection through systematic A/B tests, refining every part of the review collection process.
We are proud to share that their effort was worthwhile. In 2024, Loox merchants collected 39% more reviews, and 22% more photo & video reviews compared to 2023, maintaining our industry-high photo and video ratio (Numbers are normalized).
We also introduced a range of features and improvements to help you collect more reviews. Here are a few highlights.
Collect reviews that highlight selling points with Custom Questions
Collect specific reviews that build shopper confidence. Set custom questions per collection and choose if answers should be displayed or collected internally to gather customer feedback.
Design stunning emails that convert with the all-new Email Editor
We revamped our email editor so you can easily design stunning emails that convert. The new email editor features a sleek interface, live preview, and improved placeholder texts for a quick personal touch.
Customize Domestic & International review request timing to collect more reviews
Timing is everything. Especially when it comes to review requests. Shipping internationally? Now, increase your review response rate by scheduling review requests according to domestic and international shipping.
2. Display photo & video reviews throughout the buyer journey
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Industry-leading photo and video collection rates mean little if you don’t leverage the content to build shopper confidence and boost store conversions. That’s why we’ve long been committed to offering the largest, most versatile, visually stunning, and effective widget library.
In 2023, we introduced top-converting widgets such as the Snippet Widget, Pop-up Widget, Carousel Widget, and more. This year, our research has driven the development of two brand-new widgets, along with numerous new features and enhancements. We focused on helping you leverage video content, easily design high-converting widgets, and better showcase your existing reviews.
Captivate Your shoppers with the Video Slider Widget
E-commerce is quickly becoming video-first with growing shopper demand for video UGC. We consistently observe that shoppers engaging with video are more likely to buy – and the more videos they see, the higher their chances of converting. Our Video Slider widget was designed and tested to do exactly that – boost engagement, enhance visibility, and drive more views. Oh, and it also has zero impact on store speed.
Reduce cart abandonment with the Cart Reviews Widget
On average, 70% of shoppers abandon their cart without completing a purchase, with at least 25% of these cases linked to a lack of trust. Our research shows that displaying social proof on the cart page significantly reduces cart abandonment. The Cart Reviews widget was designed to provide shoppers with a much-needed boost in confidence at this critical decision-making point.
Build trust in your shoppers’ language with Auto-translated reviews
When selling internationally, language barriers can make reviews feel less genuine, undermining trust and impacting conversions. Now, you can seamlessly display translated reviews in the same language your store is shown to shoppers. With just a few clicks, you can break down language barriers, build trust, and boost conversions—no matter where you’re shipping.
Make your reviews widget go WOW with our new editor
A well-designed store is critical for sparking the confidence shoppers need to make a purchase. Our new and intuitive Product Reviews Widget editor customizes every aspect, from layout and style to colors and text, to easily create a stunning design that increases conversion with zero compromise on your brand.
Grow AOV with Smart Social Proof Upsells
Use the power of social proof to prompt customers to add more items to their cart after they’ve completed their checkout. Smart Upsell analyze previous purchases and automatically showcases tailored recommendations with the highest potential to convert – enhanced by the social proof that seals the deal.
New widget layout: Single Rating Icon
Looking for a minimalist way to display product ratings on collection pages? The Single Rating Icon offers a subtle yet effective layout that seamlessly integrates into your store’s design, making it perfect for a clean and modern look.
Improved shopper review filtering
Transparency builds trust. With our enhanced Product Reviews Widget, shoppers can now sort reviews by rating, making it easier than ever to find the social proof they need to make confident purchase decisions.
3. Turn happy customers into advocates
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We make it a top priority to stay connected with you, our valued customers, to better understand your needs and challenges. One pain point that consistently comes up in our conversations is the rise of customer acquisition costs.
Our research shows that ~30% of shoppers who leave a positive review are willing to refer a friend—if only asked. This insight inspired us to launch Post-Review Referrals, along with several enhancements to the Loox Referrals product.
We are proud to share that in 2024 we saw an increase of 51% in referral links generated and a 32% growth in revenue attributed to referral links compared to 2023 (Numbers are normalized).
Hear it from Ryan Pamplin, CEO of BlendJet – we’ve helped them generate more than 100,000 referrals!
4. Simplify work process
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From inventory management to marketing, fulfillment, and customer care, the challenges of running a fast-growing commerce brand can feel endless.
As a product-led brand, simplicity and usability are rooted in our DNA and embedded into everything we do. We go the extra mile to ensure Loox is a set-and-forget solution that empowers you to achieve your goals. Here are a few highlights of our efforts in this area in 2024.
Loox was among the first brands to receive the Built for Shopify Badge
We are proud to be among the first brands to receive the Built for Shopify badge earlier in 2024. This recognition highlights our commitment to Shopify’s highest standards for quality, ease of use, trustworthiness, and speed.
New admin interface
We recently introduced a streamlined, tab-based navigation and enhanced feature setup flows to the Loox admin, making it more intuitive and user-friendly than ever.
View reviews on your Shopify Admin
Easily display reviews on your Shopify Admin customer pages. Add the new Loox Reviews app block in just a few clicks.
We’re honored to be part of your e-commerce journey. Thank you for your trust and feedback – you drive us to keep improving every year.
Here’s to a trustworthy 2025!
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Shawn Mautner
Product Marketing Lead, empowering merchants to unlock the full potential of Loox
