In this article, we summarize these possibilities and provide a guide on how to set up reviews so your brand has everything under control. Let’s go through them one by one and show how to implement them effectively.

1. Google My Business

Where are they displayed?

• In Google Search
• In Google Maps

How to get them?

• Ask satisfied customers for reviews
  • Use QR codes or a shortened review link during in-store purchases or in confirmation/thank-you emails
• Automate the collection of reviews via e-mail and SMS

How to implement reviews on your account/website?

1. Create a Google My Business profile
2. Copy the review link and share it with customers
3. Use the Google Review Widget to view reviews on the site

Minimum number of reviews to display stars:

Google requires a minimum of 5 reviews with an average rating to show stars in organic search.

Google My Business profile when searching on Google

2. Google Customer Reviews

Where are they displayed?

• In Google search results
• On e-shop websites using the review badge

How to get them?

1. Sign in to Google Merchant Center
2. Activate Google Customer Reviews
3. After purchase and giving consent, customers will receive an e-mail with the option to rate

How to implement reviews on your account/website?

1. In Google Merchant Center, enable Customer Reviews
2. Implement the Google Customer Reviews opt-in code on the order confirmation page
3. Add Google Customer Reviews Badge to your website

Minimum number of reviews to display ratings:

• Previously, at least 100 reviews in the last 12 months were needed. (older information).
• Currently, Google only states a “sufficient number of reviews” in the last 24 months is needed.

Showing your store’s rating in Google searches

Badge on the e-shop website

3. Google Product Reviews

Where are they displayed?

• In Google search results for products
• In Google Shopping

How to get them?

1. Sign up into Google Merchant Center – you need to fill out product review interest forms
2. Implement Product Ratings Feed – a file with product reviews
3. Work with verified review platforms (e.g. Trustpilot)

How to implement reviews on your account/website?

• Create and upload Product Ratings Feed to Google Merchant Center
  • Obtain a feed of reviews via platforms like Heureka
  • Or collect product reviews through a Google survey

Minimum number of reviews to display ratings:

• A minimum of 50 reviews across all products in the GMC is required to display stars on products.

Rating of individual products in shopping

4. Heureka

Where are they displayed?

• On product pages in e-shops
• In price comparison websites
• Company profile on Heureka.cz
• Badge “verified by customers” on the website

How to get them?

• Activate“Verified by customers”
• Encourage customers to review after purchase
• E-mail after purchase completion

How to implement reviews on your account/website?

• Register on Heureka.cz and activate Verified by customers
• Implement the Heureka widget to display reviews on the website

Minimum number of reviews to display stars:

• The specific number is not given by Heureka right now, previously it was 50 reviews for the blue badge and 100 for the gold one (in 90 days)
• Currently Heureka states:
  • Blue Badge – dozens of reviews in 180 days + overall rating of 90% + reviews in the last 90 days
  • Gold Badge – hundreds of reviews in 180 days + overall rating of 97 % + reviews in the last 90 days

Shop profile on Heureka.cz

Gold badge “Verified by customers” on the website

Blue badge “Verified by customers” on the website

Product reviews on Heureka.cz

5. Zbozi.cz

Where are they displayed?

• On product pages in e-shops
• In price comparison websites
• On the company profile
• In search results

How to get them?

• Encourage customers to leave reviews after purchase
• Add icons/widgets of Zbozi.cz linking to your e-shop profile
• Collect reviews via post-purchase emails

How to implement reviews on your account/website?

• Ensure you have standard conversion tracking set up on Zbozi.cz
• Enable “Shop Ratings” in your Zbozi.cz account and add the code to your website
• Option to use API for integration and customization of reviews on your website

Minimum number of reviews to display ratings:

• There is no minimum number of reviews specified.

Widgets to place on the web

Product reviews on Zbozi.cz

Store ratings on Zbozi.cz

Store rating in Google search

Store rating in search Seznam

6. Firmy.cz

Where are they displayed?

• In Seznam.cz search engine
• On the platform Firmy.cz
• In Mapy.cz

How to get them?

• Customers can rate the company directly on Firmy.cz
• You can share the review link with your customers
• Reviews can be obtained automatically after the service/purchase

How to implement reviews on your account/website?

• Create a company profile on Firmy.cz
• Share the review link with your customers
• Use the Seznam.cz review widget on your website

Minimum number of reviews to display ratings:

• There is no minimum number of reviews specified.

Store ratings in Google search

Store ratings in search Seznam.cz

Rating of the shop on Mapy.cz

7. Trustpilot and other review platforms

Where are they displayed?

• In search results
• On the platform’s company profile

How to get them?

• Send customers links to review platforms
• Use email campaigns to get reviews

How to implement reviews on your account/website?

• Create a company account on the platform
• Use widgets for web integration
• Automate review collection with email campaigns

Store reviews on the trustpilot.com platform + badge on the site

Badge Trusted shops on the website

Company profile on Trusted Shops

Spolehlivé recenze / eKomi / Trusted Shops certificate

Badge Shoproku.cz on the website

8. Reviews on specialised platforms

• TripAdvisor (hotels, restaurants, travel)
• Booking.com (accommodation)
• Yelp (local services, gastronomy)
• Atmoskop and Glassdoor (employer reviews)
• G2 and Capterra (software and B2B services)

How to get them?

• Actively communicate with customers and encourage them to share their experiences
• Use loyalty programs and rewards for leaving reviews

How to implement reviews on your account/website?

• Create a profile on the selected platform
• Share review links in emails and on social media
• Use widgets to display reviews on your website

Review system comparison table

Are you a little confused about all these platforms? We’ve prepared an overview table that you can also save as a PDF and use as a handy pull-tab.

Platform	Type of reviews	Where are they displayed?	Does it affect SEO?	Minimum number of reviews for stars
Google My Business	Company	Google Search, Google Maps	Yes	5
Google Customer Reviews	Company	Google Search, website	Yes	100 in the last 12 months (recommended)
Google Product Reviews	Product reviews	Google Shopping, Google Search	Yes	50 (throughout products)
Heureka	Product + Company	Heureka.cz, e-shops	Yes	dozens (in the last 90 days)
Zbozi.cz	Product + Company	Zbozi.cz, e-shops, search results	Yes	Not specified
Firmy.cz	Company	Company profile on Firmy.cz, Mapy.cz, in search results	Yes (Seznam)	Not specified
Trustpilot	Company	Google Search, company website, company profile on the platform	Yes	Not specified

Our best practices and recommendations

Have you set up reviews on your e-shop? Great, but that’s just the beginning! Simply collecting reviews is not enough—if you don’t manage and leverage them properly, you’re missing out on huge potential. The key to success is an active approach, which will not only boost credibility but also drive sales. Here are our recommendations for managing reviews effectively:

• Motivate customers – Offer discount coupons, contest participation, or loyalty points as incentives for writing a review.
  
• Respond to reviews – Actively reply to both positive and negative feedback to show customers that you care and value their opinions.
  
• Highlight the best reviews – Use positive reviews in marketing campaigns, on social media, or directly on product pages.
  
• Handle negative reviews constructively – Don’t see criticism as a problem but as an opportunity to improve. Respond professionally and offer solutions.
  
• Maintain a consistent tone of communication – Whether responding to reviews on your website, social media, or Google reviews, keep a consistent style and tone that reflects your brand.
  
• Educate customers using reviews – Reviews often highlight questions or uncertainties about products. Use this feedback to create FAQs, blog posts, or explainer videos.
  
• Limit fake reviews – Monitor your reviews and actively remove suspicious or fake ones that could damage your e-shop’s credibility.
  
• Automate the review collection process – Automatically reach out to customers after purchase via email or SMS to request a review.
  
• Use reviews to optimize your offers – Monitor feedback and adapt your products or services based on real customer experiences.
  
• Leverage big players for visibility – Platforms like Alza, Mall, and other large retailers have their own review systems that affect product visibility and credibility. For smaller brands, this is also a way to gain exposure and collect product reviews.
  
• Watch competitors and get inspired – Analyze how your competitors work with reviews, what strategies work for them, and find ways to improve your own approach.
  
• Use reviews as creative assets in campaigns – Incorporate authentic customer reviews into ad visuals, videos, or email campaigns. Social proof is a powerful argument for new customers.
  
• Create case studies from reviews – Turn authentic reviews into case studies. This strengthens credibility and helps other customers make informed decisions.
  
• Share reviews in published articles – Use reviews as part of your content on blogs, in PR articles, or expert publications. Real customer experiences add authenticity and credibility to your content.

Conclusion

Reviews and ratings are essential for the success of your e-shop. Implement systems for collecting and managing reviews, motivate customers to write them, and regularly respond to feedback. The future belongs to those who can effectively harness the power of reviews.