Utilizing consumer online reviews to enhance product sales in the ecommerce industry: A case study of Yes4All LLC

Abstract

The e-commerce market has witnessed exponential growth since 2019 due to the significant impact of the Covid-19 pandemic. By effectively capturing the market potential, Yes4All – an American-based e-commerce company, has demonstrated an impressive expansion in revenue. However, since the second quarter of 2024, Yes4All’s business performance in Furniture category has been unfavorably affected by both internal and external challenges. Among these, consumer online reviews stand out as the primary issue that decrease brand credibility and leading to a decline in product sales and revenue, especially for newly launched products. By applying mixed-method approach include desk research, qualitative and quantitative research with the integration of sentiment analysis, this study aims to explore the impact of different characteristics of consumer online reviews on products sales in the context of ecommerce industry, based on a sample of 12,191 consumer online reviews on Amazon marketplace. The findings reconfirm the role of online reviews in shaping consumer purchasing behavior, either by quantitative characteristics such as volume and rating which help quick decision making or content characteristics which affect careful consideration process. By highlighting the necessity of an online reviews management strategy, which will significantly contribute to the growth of product sales and business performance, the research’s results will be used as the foundation for the author to propose solutions for effectively utilizing consumer online reviews and improving Yes4All business performance in both short-term and long-term