How to improve product rating on Wildberries?

A high product rating on Wildberries directly impacts customer trust. Listings with a rating of 4.8–5.0 receive more clicks, convert visitors into buyers more effectively, and compete more easily with similar products.

What is a product rating on Wildberries

Product rating is the average score that customers give after receiving an order. It is displayed in the product listing as a star rating and is based on user reviews.

Only real customer reviews influence the rating. A seller cannot manually change it or boost it through advertising.

Why a product rating may decrease

Most often, the rating drops due to one or more simultaneous issues:

customers receive a defective product;

product characteristics do not match the description;

photos create false expectations;

the product is damaged during delivery;

errors occur with size or configuration;

the quality of a new batch of the product declines.

If the cause is not addressed, each new negative review will further lower the listing's average rating.

How to increase a product rating on Wildberries

Check product quality

Most low ratings are directly related to product quality.

If the rating starts to drop, check:

whether the supplier has changed;

whether manufacturing defects have appeared;

whether the new batch differs from the previous one;

whether the number of defective items has increased.

Even a small percentage of low-quality products can significantly worsen a listing's rating.

Make the description as accurate as possible

One of the most common reasons for negative reviews is a mismatch of expectations.

Before publishing a listing, make sure it includes:

actual dimensions;

precise characteristics;

material of manufacture;

configuration;

usage features;

any limitations, if applicable.

The fewer surprises a customer has after receiving an order, the higher the likelihood of a positive rating.

Use high-quality photos

Customers make purchasing decisions based on images.

Photos should:

show the product from all angles;

match the actual color;

demonstrate the material's texture;

reflect actual dimensions;

not mislead the customer.

If the product looks different from the photos, the likelihood of receiving a low rating increases significantly.

Improve packaging

Sometimes a negative review is not about the product itself, but about its delivery.

It is worth checking:

packaging durability;

protection of fragile elements;

product safety after transportation;

quality of individual packaging.

Good packaging helps avoid damage and reduces the number of negative reviews.

Analyze negative reviews

Don't view reviews only as ratings. They are a source of information about product issues.

It is useful to group the reasons by category.

Reason for negative rating	What to check
Defect	Production and supplier
Mismatch with description	Product listing
Wrong size	Size chart
Damage	Packaging
Incomplete configuration	Assembly process

If the same complaints recur regularly, these should be addressed first.

Answer customer questions

Customers often ask questions before placing an order.

Quick responses help:

reduce the number of mistaken purchases;

decrease the number of returns;

avoid negative reviews due to misunderstandings.

This is especially important for products with complex characteristics or many variations.

Monitor returns

An increase in returns is often the first sign that something is wrong with the product.

Possible causes include:

incorrect sizes;

outdated photos;

errors in the description;

changes in product quality.

If the number of returns and the rating decline simultaneously, it is necessary to find the connection between these indicators.

What mistakes prevent improving the rating

Many sellers try to solve the problem quickly, but some actions not only fail to help but also worsen the situation.

Most common mistakes:

ignoring negative reviews;

not updating the description after changing the product;

using photos that do not match the actual product;

skimping on packaging;

not controlling the quality of new supplies;

trying to artificially inflate reviews or ratings.

The last method is especially risky. Wildberries monitors suspicious activity and may impose restrictions on sellers who violate the platform's rules.

How to understand why the rating started to drop

The rating itself only shows the final customer score. To find the cause, it is necessary to analyze product metrics comprehensively.

For example:

have returns increased;

has the listing's conversion rate decreased;

has the number of orders decreased;

have financial indicators changed after negative reviews appeared.

Such an analysis allows you to identify the problem much faster than manually reviewing reviews.

What to do if the rating has already dropped

If a product's rating has fallen, act sequentially:

Study the latest negative reviews.

Find recurring reasons for customer dissatisfaction.

Fix the issue with the product, packaging, or listing.

Check whether the number of returns has decreased.

Continue monitoring sales and product quality metrics.

After eliminating the cause, new positive reviews will gradually increase the listing's average rating.

Frequently asked questions

Can a product rating be raised without new reviews?

No. The rating only changes after new customer ratings appear.

What rating is considered good on Wildberries?

In most categories, a rating of 4.7 and above is considered good. Listings with a rating of 4.8–5.0 generally inspire more trust among customers.

Does the rating affect sales?

Yes. A high rating increases trust in the product, improves listing conversion, and helps increase the number of orders.

Can negative reviews be removed?

No. If a review does not violate Wildberries' rules, it cannot be removed. The only way to improve the rating is to eliminate the causes of customer dissatisfaction and receive new positive reviews.