Which Brands Dominate Ratings & Product Reviews on Lazada?

Written by: Sheji Ho on August 24, 2018

Customer reviews matter for brands selling online. Studies have shown an increase of 161% in conversion rates when adding user generated product reviews.

Amazon of course has become the gold standard for high quality user generated reviews. Unfortunately for brands in Southeast Asia, getting customers to leave reviews is hard. Users don’t proactively write reviews and when they do, the content is short and not very helpful.

In this article, we’ll look at some of the brands that are doing well in terms of ratings and reviews on Lazada Thailand and identify some ways for other brands to get more quality reviews.

How do Ratings & Product Reviews help brands?

Ratings and product reviews help brands increase sales on marketplaces in three ways:

  1. Getting more traffic

Products reviews are basically user generated content on a brand’s product detail page. This content helps increase the ranking of that particular page on Google, therefore driving more offsite SEO traffic, leading to more sales.

In addition, higher ratings and more content also help the brand rank higher in terms of onsite search, i.e. users searching while on Lazada or Shopee.

  1. Increasing conversion rates

High ratings and positive, holistic user reviews also help increase conversion rates from the brand’s product detail page into checkout. Based on ecommerceIQ research, social proof or friend and family recommendations is a top 3 customer acquisition channel for marketplaces like Lazada and Shopee, demonstrating how important reviews are for conversions.

  1. Improve and defend brand equity

Marketplaces attract grey sellers. Genuine reviews from real users help distinguish your products from those of grey sellers or knock-off products.

Findings from our study

For our research, we looked at how the top brands that have an official shop-in-shop presence on Lazada Thailand perform in terms of ratings and reviews.

Specifically, we looked at and compared the below metrics. (Please note that you’ll be able to download the full data set with all these metrics by brand at the very end of this article. Click here to go there right now.) Please keep in mind that the ratings and reviews data was collected separately over a short period of time so minor discrepancies are to be expected.

  • Quantity:
    • Number of ratings
    • Number of reviews
    • Number of SKUs with at least one rating
    • Number of SKUs with at least one review
  • Quality:
    • % of SKUs with at least one rating
    • % of SKUs with at least one review
    • Number of ratings with at least 3 stars
    • Average rating
    • Average length of reviews (character count)

Based on the above metrics, we identified the following patterns and findings:

  • Top 18 official shop-in-shops are responsible for 80% of all the ratings (out of 161 official shop-in-shops tracked in this experiment)
  • Top 22 official shop-in-shops are responsible for 80% of all the reviews (out of 161 official shop-in-shops tracked in this experiment)
  • Average length of a review is 83 characters
    • This is how 83 characters looks like (short right?):

      “Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula ege”

  • The top 3 categories with the most reviews are:
    • Health & Beauty (33,002 reviews, 46% of total)
    • Mother & Baby (23,970 reviews, 34% of total)
    • Bags & Travel (3,165 reviews, 4% of total)
  • The top 3 categories with the longest reviews are:
    • Health & Beauty (avg. 98 characters)
    • TV, Audio / Video, Gaming & Wearables (avg. 81 characters)
    • Mobiles & Tablets (avg. 76 characters)
  • The top 3 categories with the least reviews are:
    • Pet Supplies (7 reviews)
    • Sports & Outdoors (8 reviews)
    • Laundry & Cleaning (107 reviews)
  • The top 3 categories with the shortest reviews are:
    • Tools, DIY & Outdoor (avg. 37 characters)
    • Groceries (avg. 38 characters)
    • Cameras (avg. 45 characters)

Full table of data (best viewed on desktop or tablet)

Want do download the full Excel spreadsheet? Sign up here with your email and receive a download link.

Key Metrics By Category:

CategoryNumber of SKUsNumber of RatingsAvg. RatingNumber of ReviewsAvg. Length of Review (Character Count)Number of SKUs with at least one ratingNumber of SKUs with at least one reviewRatings per SKUReviews per SKURating Penetration (% of SKUs with at least one rating)Reviews Penetration (% of SKUs with at least one review)
Health & Beauty2,93871,5204.3933,002982,0061,929361768%66%
Mother & Baby96250,4764.3823,97074693688733572%72%
Bags and Travel1,2876,1853.963,165607827388461%57%
Home Appliances7075,3774.222,6076942140213660%57%
Fashion1,4833,9314.371,761505835647339%38%
Computers & Laptops5481,2694.121,5516310099131618%18%
Mobiles & Tablets361,2393.972,300762626488872%72%
Groceries1061,2184.4644138565022953%47%
Furniture & Décor8751,0674.09795542912794333%32%
Cameras357014.49309452727261177%77%
Toys & Games8015544.46253531531284219%16%
Laundry & Cleaning1404664.521075860478243%34%
TV, Audio / Video, Gaming & Wearables933724.1444581464681049%49%
Watches Sunglasses Jewellery6872353.863137493923314%13%
Bedding & Bath6551973.592105666593410%9%
Motors681784.501425945454366%66%
Tools, DIY & Outdoor33814.6612337333124100%94%
Pet Supplies74324.4875555617%7%
Sports & Outdoors5674.17854661111%11%

Key Metrics By Brand:

BrandNumber of SKUsNumber of RatingsAvg. RatingNumber of ReviewsAvg. Length of Review (Character Count)Number of SKUs with at least one ratingNumber of SKUs with at least one reviewRatings per SKUReviews per SKURating Penetration (% of SKUs with at least one rating)Review Penetration (% of SKUs with at least one review)
L'Oreal Paris (Thailand)79821,4834.388,67481597570361675%71%
BabyLove (Thailand)12915,2754.405,898471041041475781%81%
Maybelline (Thailand)46412,3174.204,62649342313371574%67%
MamyPoko (Thailand)18511,1694.533,93349160160702586%86%
Garnier (Thailand)1909,3714.443,95387126125753266%66%
FOREMOST (Thailand)216,7504.162,25650202033811395%95%
Huggies (Thailand)1776,4084.626,408138102102636358%58%
Tesco Lotus (Thailand)9965,5943.962,812587186818572%68%
Vaseline (Thailand)1184,9334.464,0741946868736058%58%
La Roche Posay (Thailand)954,5904.632,255888383562887%87%
Durex (Thailand)934,0864.601,117406262661967%67%
Enfagrow (Thailand)643,6564.261,651545049743478%77%
Dove (Thailand)1223,3324.502,5631917676443462%62%
S-26 (Thailand)812,9984.131,385597269422189%85%
Sabina (Thailand)9392,3964.39988482942949431%31%
Yves Rocher (Thailand)3652,1454.427565820920411457%56%
Tefal (Thailand)2561,9484.249017215414213760%55%
Nivea (Thailand)2351,8574.238735710910718946%46%
Dumex (Thailand)1561,7333.761,334589696191462%62%
Lesasha (Thailand)861,6464.04889647575221287%87%
Tresemme (Thailand)701,4594.45703844236352060%51%
Black & Decker (Thailand)691,4594.24705796665231196%94%
Kira Kira (Thailand)191,3604.325146219197228100%100%
Vichy (Thailand)521,2664.59949704949262094%94%
Dettol (Thailand)341,0524.44379382725391679%74%
Citra (Thailand)389654.376821841918513850%47%
3M (Thailand)3029124.26330521471427349%47%
AJ (Thailand)698254.11576614040211558%58%
Nubia (Thailand)158103.981,33010312126811180%80%
Wacoal (Thailand)1547354.403374592928460%60%
Asus (Thailand)1947314.161,243584949152625%25%
Eneloop (Thailand)246524.52295452121321588%88%
Sunsilk (Thailand)656284.2831640424215865%65%
Levi's (Thailand)2616054.27303611361175352%45%
Ensure (Thailand)405914.5420257313120778%78%
Lego (Thailand)7545394.47248541481234320%16%
Pampers (Thailand)165104.842738720202614125%125%
Inter Steel (Thailand)4784844.14310541641593234%33%
3M Scotch-Brite (Thailand)1404664.521075860478343%34%
Vivo (Thailand)144143.95785421212356686%86%
JBL (Thailand)643674.1344282454591070%70%
Huawei (Thailand)43674.132027418172112450%425%
Merries (Thailand)93194.781175788401589%89%
RF Furniture (Thailand)642914.572683337378858%58%
Physiogel (Thailand)452634.64765734288376%62%
Curel (Thailand)282354.739867202012571%71%
Kuron (Thailand)242294.4311464151516863%63%
Xiaomi (Thailand)52224.3699931211199240%220%
Ray-Ban (Thailand)2542203.902997685853433%33%
3M Filtrete (Thailand)72204.197582773211100%100%
Samsonite (Thailand)422003.9716274191911945%45%
His & Her Shopsmart (Thailand)2251663.81886030246413%11%
HP (Thailand)3081583.9781772424748%8%
ADHOME (Thailand)1771513.54988349434328%24%
Enfa (Thailand)351373.72674318178451%49%
Pediasure (Thailand)601354.681035921217535%35%
3M Scotch (Thailand)601304.49675633334355%55%
Nescafe Dolce Gusto (Thailand)181284.61444016148489%78%
EMJOI (Thailand)101244.50827777181270%70%
G2000 (Thailand)991144.13765546463246%46%
Index Living Mall (Thailand)61003.9413359771519117%117%
Platong Furniture (Thailand)116993.18779334333329%28%
Era-won (Thailand)30814.77575915156450%50%
PR Shop (Thailand)637803.0760615447228%7%
PXTools (Thailand)6534.698137181835300%300%
Panasonic (Thailand)9494.141448669367%67%
Fit Auto (Thailand)8484.557561121247150%150%
Purina One (Thailand)3294.7456233102100%100%
DG (Thailand)10264.2431413391130%30%
Energizer (Thailand)26264.76156213112250%42%
U-RO Decor (Thailand)8194.4032673371138%38%
Finish (Thailand)8194.65651445250%50%
3M Command (Thailand)12174.001730554442%42%
Eastern Trade Commercial (Thailand)3173.998713363100%100%
Fisher Price (Thailand)47154.56557553111%11%
Samsung (Thailand)7154.20185332289329%29%
Lenovo (Thailand)21134.1125175992343%43%
LG (Thailand)2114.2671445432250%200%
Essence (Thailand)37104.93523752119%14%
Oakley (Thailand)8593.57105833344%4%
Vanish (Thailand)994.90774225422%22%
3M Post-it (Thailand)5674.17854662211%11%
Koncept (Thailand)2964.8021211623%3%
Bose (Thailand)2954.8036711533%3%
Vogue (Thailand)27842.6723732211%1%
Royal Canin (Thailand)7132.0024022213%3%
Big Home Furniture (Thailand)1934.00430331216%16%
Dyson (Thailand)225.0013752217100%100%
Safetydoor (Thailand)123.00272522114200%200%
Diesel (Thailand)4911.0014411112%2%
Timberland (Thailand)2115.0012711115%5%
Ricoh (Thailand)500000%0%
Microsoft (Thailand)1600000%0%
Unbranded/Generic (Thailand)200000%0%

Full Raw Data:

CategoryBrandNumber of ratingsAvg. ratingNumber of reviewsAvg. length of review (character count)Number of SKUsSKUs with at least one ratingSKUs with at least one review
Furniture & DécorADHOME (Thailand)33.301949311
Bedding & BathPR Shop (Thailand)11.001645211
Computers & LaptopsLenovo (Thailand)54.1513204822
Health & BeautyVaseline (Thailand) 4,9334.46 4,0741941186868
Health & BeautyDove (Thailand) 3,3324.50 2,5631911227676
Health & BeautyCitra (Thailand)9654.37682184381918
Home AppliancesLG (Thailand)64.275178133
Computers & LaptopsLenovo (Thailand)84.08121431377
Bedding & BathPR Shop (Thailand)13.0021421711
Mother & BabyHuggies (Thailand) 6,4084.62 6,408138177102102
Bedding & BathPR Shop (Thailand)15.0011203511
Home Appliances3M (Thailand)44.752105522
Mobiles & TabletsNubia (Thailand)7534.03 1,3211041299
Bags and TravelTesco Lotus (Thailand)5113.843049815655
Furniture & DécorEastern Trade Commercial (Thailand)73.40496111
Bags and TravelXiaomi (Thailand)2034.329496398
Furniture & DécorPlatong Furniture (Thailand)993.1877931163433
Home AppliancesBlack & Decker (Thailand)3924.221629171817
Health & BeautyLa Roche Posay (Thailand) 4,5904.63 2,25588958383
Health & BeautyGarnier (Thailand) 9,3714.44 3,95387190126125
Mother & BabyPampers (Thailand)5104.8427387162020
Health & BeautyTresemme (Thailand) 1,4594.4570384704236
Furniture & DécorEastern Trade Commercial (Thailand)-0.001831--
Home Appliances3M (Thailand)63.50283422
Computers & LaptopsHuawei (Thailand)353.622183276
Home Appliances3M Filtrete (Thailand)2204.197582777
TV, Audio / Video, Gaming & WearablesJBL (Thailand)3674.1344282644545
Health & BeautyL'Oreal Paris (Thailand) 21,4834.38 8,67481798597570
Computers & LaptopsHP (Thailand)1583.9781773082424
Health & BeautyEMJOI (Thailand)1244.5082771077
Bags and TravelTesco Lotus (Thailand)544.002876151311
Home AppliancesBlack & Decker (Thailand) 1,0674.2554376624848
Watches Sunglasses JewelleryRay-Ban (Thailand)2203.90299762548585
Home AppliancesTefal (Thailand)6974.17315751146862
Home AppliancesDyson (Thailand)25.001375222
Furniture & DécorADHOME (Thailand)1483.5497751744842
GroceriesVanish (Thailand)94.90774922
Bags and TravelSamsonite (Thailand)2003.9716274421919
Computers & LaptopsHuawei (Thailand)3324.191817321111
Bags and TravelTesco Lotus (Thailand)2163.5812573182323
Bags and TravelTesco Lotus (Thailand)893.706172553333
Health & BeautyVichy (Thailand) 1,2664.5994970524949
Home AppliancesTefal (Thailand) 1,2514.29586701428680
TV, Audio / Video, Gaming & WearablesBose (Thailand)54.803672911
Furniture & DécorU-RO Decor (Thailand)194.403267833
Health & BeautyCurel (Thailand)2354.739867282020
Bedding & BathPR Shop (Thailand)63.132657642
Home Appliances3M (Thailand)1314.2049651244
Bags and TravelHis & Her Shopsmart (Thailand)854.045064791311
Health & BeautyLesasha (Thailand) 1,6464.0488964867575
Health & BeautyKuron (Thailand)2294.4311464241515
Furniture & DécorInter Steel (Thailand)413.93963876
Home AppliancesAJ (Thailand)3294.0727763221111
Computers & LaptopsAsus (Thailand)3234.5374662472929
Mother & BabyKira Kira (Thailand) 1,3604.3251462191919
Pet SuppliesPurina One (Thailand)294.74562333
Tools, DIY & OutdoorEnergizer (Thailand)264.761562261311
Bedding & BathPR Shop (Thailand)21.0026211322
Bags and TravelXiaomi (Thailand)15.00161111
MotorsFit Auto (Thailand)484.55756181212
Bedding & BathIndex Living Mall (Thailand)744.4511561344
FashionLevi's (Thailand)6054.2730361261136117
Motors3M Scotch (Thailand)884.484661362121
Bags and TravelHis & Her Shopsmart (Thailand)213.973603563
Home AppliancesLG (Thailand)54.25260121
Bags and TravelTesco Lotus (Thailand)723.992960181713
Bags and TravelTesco Lotus (Thailand) 1,4933.8975159211138134
FashionEra-won (Thailand)814.775759301515
Mother & BabyS-26 (Thailand) 2,9984.13 1,38559817269
Home AppliancesAJ (Thailand)4964.1429959472929
Mother & BabyPediasure (Thailand)1354.6810359602121
Laundry & Cleaning3M Scotch-Brite (Thailand)4664.52107581406047
Watches Sunglasses JewelleryOakley (Thailand)93.5710588533
Health & BeautyYves Rocher (Thailand) 2,1454.4275658365209204
Mother & BabyDumex (Thailand) 1,7333.76 1,334581569696
Toys & GamesFisher Price (Thailand)154.565574755
GroceriesDettol (Thailand)24.50157521
Health & BeautyEnsure (Thailand)5914.5420257403131
Health & BeautyNivea (Thailand) 1,8574.2387357235109107
Bags and TravelTesco Lotus (Thailand)184.3312574388
Mother & BabyMerries (Thailand)3194.7811757988
Motors3M Scotch (Thailand)334.551257221010
Health & BeautyPhysiogel (Thailand)2634.647657453428
Bags and TravelTesco Lotus (Thailand)63.40556654
Bags and TravelHis & Her Shopsmart (Thailand)154.0013563244
FashionG2000 (Thailand)1144.137655994646
Bags and TravelTesco Lotus (Thailand)593.833755231714
Bags and TravelTesco Lotus (Thailand)5754.0928755926363
Stationery & Craft3M Post-it (Thailand)74.178545666
Toys & GamesLego (Thailand)5394.4724854754148123
Mother & BabyEnfagrow (Thailand) 3,6564.26 1,65154645049
Furniture & DécorInter Steel (Thailand)4414.1629953465156152
Bags and TravelHis & Her Shopsmart (Thailand)393.1018531633
Mobiles & TabletsNubia (Thailand)573.30953333
Bags and TravelTesco Lotus (Thailand)1654.3910552292423
Bags and TravelHis & Her Shopsmart (Thailand)23.502521211
Computers & LaptopsAsus (Thailand)4083.86497521472020
Home Appliances3M (Thailand)1574.347652804340
GroceriesFinish (Thailand)194.65651844
Bags and TravelTesco Lotus (Thailand)5723.72271511729289
Bags and TravelXiaomi (Thailand)184.80451122
Furniture & DécorInter Steel (Thailand)24.50250411
Mother & BabyFOREMOST (Thailand) 6,7504.16 2,25650212020
Bedding & BathPR Shop (Thailand)543.2842503173431
Home Appliances3M (Thailand)224.371449766
Mother & BabyMamyPoko (Thailand) 11,1694.53 3,93349185160160
Health & BeautyMaybelline (Thailand) 12,3174.20 4,62649464342313
FashionSabina (Thailand) 2,3964.3998848939294294
CamerasPanasonic (Thailand)494.141448966
Home Appliances3M (Thailand)5924.26187481949088
Bags and TravelTesco Lotus (Thailand)6584.0826047634239
Mother & BabyBabyLove (Thailand) 15,2754.40 5,89847129104104
CamerasEneloop (Thailand)6524.5229545242121
FashionWacoal (Thailand)7354.40337451549292
Watches Sunglasses JewelleryDiesel (Thailand)11.001444911
Bedding & BathIndex Living Mall (Thailand)212.101244222
Bags and TravelTesco Lotus (Thailand)4224.1921944796764
Mother & BabyEnfa (Thailand)1373.726743351817
Mobiles & TabletsVivo (Thailand)4143.9578542141212
Bags and TravelTesco Lotus (Thailand)2563.97128411177366
Mother & BabyDG (Thailand)264.2431411033
Bags and TravelTesco Lotus (Thailand)944.2449403599
GroceriesNescafe Dolce Gusto (Thailand)1284.614440181614
Health & BeautySunsilk (Thailand)6284.2831640654242
Pet SuppliesRoyal Canin (Thailand)32.002407122
Health & BeautyDurex (Thailand) 4,0864.60 1,11740936262
Bags and TravelTesco Lotus (Thailand)174.1515381466
Bags and TravelTesco Lotus (Thailand)3174.121263853227
GroceriesDettol (Thailand) 1,0504.4437838292524
Watches Sunglasses JewelleryVogue (Thailand)42.6723727832
Tools, DIY & OutdoorPXTools (Thailand)534.69813761818
Bedding & BathIndex Living Mall (Thailand)54.00635111
Motors3M Scotch (Thailand)94.35934222
Bags and TravelBig Home Furniture (Thailand)24.003341722
Furniture & DécorRF Furniture (Thailand)2714.6025234623535
Furniture & DécorEastern Trade Commercial (Thailand)104.40333122
Bedding & BathPR Shop (Thailand)22.00133421
Mobiles & TabletsSamsung (Thailand)154.2018533722
Bags and TravelHis & Her Shopsmart (Thailand)25.001322211
Bedding & Bath3M Command (Thailand)154.1314321044
Bedding & Bath3M Command (Thailand)-0.002301--
Bags and TravelHis & Her Shopsmart (Thailand)23.501281521
Bedding & BathPR Shop (Thailand)102.556282276
Watches Sunglasses JewelleryTimberland (Thailand)15.001272111
Furniture & DécorRF Furniture (Thailand)204.151625222
Tools, DIY & OutdoorSafetydoor (Thailand)23.002725122
GroceriesEssence (Thailand)104.935233775
Bags and TravelBig Home Furniture (Thailand)14.00118111
Bedding & BathPR Shop (Thailand)23.002184711
Bedding & Bath3M Command (Thailand)23.00116111
Furniture & DécorKoncept (Thailand)64.802122911
Bedding & BathPR Shop (Thailand)13.0014411
Bags and TravelHis & Her Shopsmart (Thailand)-0.00--3--
Bags and TravelBig Home Furniture (Thailand)-0.00--1--
CamerasUnbranded/Generic (Thailand)-0.00--1--
Computers & LaptopsRicoh (Thailand)-0.00--5--
Computers & LaptopsMicrosoft (Thailand)-0.00--16--
Bags and TravelHis & Her Shopsmart (Thailand)-0.00--10--
CamerasUnbranded/Generic (Thailand)-0.00--1--
Furniture & DécorInter Steel (Thailand)-0.00--1--
Bags and TravelHis & Her Shopsmart (Thailand)-0.00--1--

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