Create Social Proof To Build Trust And Sell More

Editorial note: This article was originally written by Narmina Balabayli and has been updated for accuracy and relevance by Polina Kulikova.

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Ever noticed yourself making a decision just because others did the same?

Maybe you chose a restaurant because it had a long line, or bought a product with hundreds of glowing reviews. That’s not coincidence, that’s social proof in action.

Social proof, also known as social influence, is the psychological phenomenon where people mimic the actions of others, assuming those actions reflect the correct behavior. It’s one of the most powerful forces driving consumer decisions, often without us realizing it.

From celebrity endorsements to customer reviews, we tend to trust what others have already approved. When a friend recommends a product, or a blogger showcases a brand, we’re more likely to trust and follow suit, because we assume they know something we don’t.

In eCommerce, leveraging social proof helps businesses:

• Build trust with first-time buyers
  
  
• Increase conversions by reducing hesitation
  
  
• Reinforce brand credibility through authentic voices
  
  

In this post, you’ll learn how to create social proof that feels genuine, drives action, and fits naturally into your customer journey.

Let’s dive in!

What is Social Proof?

Social proof is the psychological phenomenon where people follow the actions of others to guide their own behavior, especially in uncertain situations. It’s based on the idea that if many others are doing something, it must be the correct thing to do.

This concept is deeply rooted in human psychology. We're social beings, and when we're unsure, we naturally look to the group for cues on how to act. This behavior helps us make faster decisions and feel more confident in our choices.

In the context of eCommerce, social proof plays a key role in influencing purchase behavior. It helps build trust, reduce hesitation, and create a sense of credibility around your brand, all of which can significantly improve conversion rates.

Why Social Proof Matters in eCommerce

In the world of eCommerce, trust drives conversions and social proof is one of the most effective ways to build it.

When shoppers can’t experience a product in person, they rely on signals from others to validate their decisions. Social proof helps reduce hesitation and increases confidence, making it a key tool for turning browsers into buyers.

Key Statistics:

• 92% of consumers trust recommendations from friends and family over any form of advertising (Nielsen).
  
  
• 88% of people trust online reviews written by other consumers as much as personal recommendations (BrightLocal).
  
  
• Adding reviews to product pages can increase conversions by up to 270% (Spiegel Research Center).
  
  
• 79% of shoppers say user-generated content highly impacts their purchase decisions (Stackla).
  
  

By integrating social proof into your online store, you're not just adding credibility, you're actively influencing buyer behavior.

Types of Social Proof

Social proof comes in many forms and the most effective eCommerce brands often use several types at once. Below are five of the most powerful and commonly used types of social proof, along with examples of how to implement each in your store.

User-Generated Content

User-generated content (UGC) includes product reviews, star ratings, video testimonials, and customer photos. It’s one of the most persuasive forms of social proof because it reflects real customer experiences.

Shoppers are more likely to trust the words and visuals of other buyers than a brand's own marketing. In fact, displaying UGC can increase engagement, reduce return rates, and boost trust during the decision-making stage.

For example, Glossier, the beauty brand, features real customer photos and reviews on every product page. Their “Top Rated” section leverages UGC to show social validation and increase conversion rates.

Expert Endorsements

When a known authority figure or influencer endorses your brand, it adds credibility and trust. This form of social proof works especially well when the endorser is respected in your industry or has a loyal following.

Expert opinions tap into the psychological principle of authority, people are more likely to follow guidance from someone they see as knowledgeable or successful.

For example, Gymshark frequently collaborates with fitness influencers and athletes who promote the brand on Instagram and YouTube. These endorsements build credibility and help Gymshark tap into loyal fitness communities.

Social Media Shares

Mentions, shares, likes, and tags on platforms like Instagram, TikTok, or X (Twitter) show public approval. High engagement levels act as a signal of popularity and relevance, especially for Gen Z and millennial audiences.

Highlighting this kind of interaction can show your brand is active, trusted, and talked about encouraging others to join the conversation.

For example, Fashion Nova exploded in popularity by encouraging customers to tag them in Instagram posts. Their feed is filled with user mentions, helping them appear trend-forward and community-driven.

Customer Counts

Displaying the number of customers, purchases, or sign-ups builds instant trust through numbers. It creates the impression that your brand is well-established and widely accepted, something new visitors often look for.

This plays into the “bandwagon effect,” where people assume something is valuable if many others have already chosen it.

For example, Shopify displays a message on its homepage that reads “Millions of businesses worldwide use Shopify,” building trust and demonstrating industry-wide adoption.

Certifications and Badges

Trust badges, verified seals, and awards can boost conversion rates by reducing perceived risk. These symbols reassure users that your site is secure, compliant, or recognized by reputable organizations.

Even small icons like “Money-Back Guarantee” or “Secure Checkout” can make a customer feel more confident proceeding with a purchase.

For example, Allbirds, the sustainable footwear brand, highlights eco-certifications like “Certified B Corp” and “Carbon Neutral” to reinforce its commitment to transparency and ethical practices.

Strategies to Create Social Proof

Creating social proof isn’t just about collecting reviews, it’s about building a consistent, credible presence that reassures visitors at every touchpoint of the customer journey. Below are four essential strategies you can implement across your eCommerce site.

Encourage and Collect Customer Reviews and Testimonials

One of the most trusted forms of social proof, customer reviews help reduce uncertainty and build trust. Actively ask for reviews after purchase through automated emails, SMS, or loyalty incentives. Make the process simple and fast, so customers are more likely to participate.

Once collected, these reviews should be featured prominently on product pages, landing pages, or even your homepage. Consider including filters for “most helpful,” “verified buyer,” or “top-rated” to increase transparency. The more feedback potential customers can access, the easier it becomes for them to make confident purchasing decisions.

Leverage Influencer Partnerships and Endorsements

Partnering with influencers or respected voices in your niche can significantly boost your brand’s perceived credibility. Whether it’s a micro-influencer with a loyal following or a well-known expert in your industry, endorsements from real people carry more weight than traditional ads.

Focus on building authentic relationships with influencers who align with your values and speak directly to your target audience. Their content, whether it’s a social media post, unboxing video, or product review, can act as trusted recommendations that sway purchasing behavior.

Showcase User-Generated Content on Product Pages

User-generated content (UGC) provides visual and emotional validation. Real-life photos, videos, or quotes from customers demonstrate that your product is being used and loved in the real world. This makes your brand feel more authentic and community-driven.

Integrate UGC into product pages by featuring tagged photos from social media or allowing customers to upload their own images alongside reviews. This not only builds trust but also encourages engagement and makes shoppers more confident in their choices, especially for visually driven products like fashion, beauty, or home decor.

Display Real-Time Customer Activity

Displaying live activity notifications is an effective way to create a sense of urgency and social validation. Showing that people are actively purchasing, viewing, or adding products to their cart reinforces that your brand is in demand.

These subtle cues tap into the psychological principle of “social validation”, the idea that if others are interested or taking action, it must be the right thing to do. Whether it’s a popup that says “3 people just bought this” or a banner showing “Only 2 items left,” this type of social proof nudges customers toward quicker decisions and reduces abandonment.

Implementing Social Proof on Your Website

Once you’ve gathered social proof, the next step is to display it effectively across your website. Strategic placement, the right tools, and a focus on authenticity are essential to building trust and encouraging conversions.

Best Practices for Placing Reviews and Testimonials

To make the most impact, reviews and testimonials should be easy to find and strategically positioned. Display them near decision-making points: on product pages, under pricing, or close to your “Add to Cart” button. Highlight top-rated reviews, feature verified buyer tags, and use filters to help shoppers see feedback that’s most relevant to them.

For services or subscription-based businesses, placing testimonials on landing pages or near CTAs (calls-to-action) reinforces credibility at key conversion points.

Using Widgets or Plugins to Display Social Proof Elements

Social proof widgets and plugins make it easy to showcase customer reviews, star ratings, recent purchases, or user-generated content across your store. These tools can be automated and styled to match your website’s design, helping maintain consistency and professionalism.

Pop-up notifications, review sliders, or floating testimonials can draw attention without being intrusive. Many platforms (like Shopify, WooCommerce, and Wix) offer integrations that allow you to embed social proof with minimal technical effort.

Ensuring Authenticity and Avoiding Fake Reviews

Genuine social proof is far more effective than anything manufactured and today’s customers can easily spot the difference. Avoid using fake reviews or overly scripted testimonials, as they can damage your brand’s credibility and violate platform policies.

Always collect real feedback from actual customers. Use verified purchase badges, keep reviews unedited (except for minor formatting), and offer transparency in how reviews are collected. The goal is to build long-term trust, not short-term manipulation.

Measuring the Impact of Social Proof

To understand how social proof is influencing your online store’s performance, it’s important to track key metrics that reflect customer behavior. Start by monitoring changes in conversion rates, bounce rates, and average order value (AOV) before and after implementing social proof elements. An increase in conversions or a decrease in bounce rates may indicate that your social proof is helping build trust and reduce friction in the customer journey.

In addition to standard analytics, use A/B testing to evaluate which types of social proof are most effective for your audience. For example, you can test a product page with reviews vs. one without, or compare the placement of testimonials in different locations. These experiments help you make data-driven decisions and refine your strategy over time.

Regularly measuring these insights allows you to optimize your use of social proof ensuring it not only builds credibility but also delivers tangible results for your eCommerce business.

Top Shopify apps to create social proof

With hundreds of Shopify apps promising to boost your store’s credibility, choosing the right one to build social proof can feel overwhelming. Each app offers different features from testimonials to real-time purchase popups, making it tough to know where to start.

To make it easier, we’ve handpicked four essential Shopify apps that help you display social proof fast. Whether it’s showcasing reviews, highlighting recent orders, or building trust with first-time visitors, these tools can help turn browsers into buyers with just a few clicks.

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Growave

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Growave is a complete customer engagement and retention platform built for Shopify brands. It combines powerful tools like Loyalty & Rewards, Referrals, Product Reviews, Wishlists, and Instagram UGC into one easy-to-use app, helping you convert more visitors and keep customers coming back.

Designed for growth, Growave offers:

• Seamless Shopify Plus support (POS, checkout, Flow, headless)
  
  
• Full customization and branding
  
  
• Integrations with top tools like Klaviyo, Gorgias, Omnisend, and more
  
  
• 24/7 support and onboarding assistance
  
  

Pricing & Free Trials

• Free Plan available (up to 100 orders/month)
  
  
• Paid plans start at $49/month
  
  
• Includes 14-day free trials on all paid plans
  
  
• Enterprise plan includes live chat, phone support, and unlimited integrations

ModeMagic

ModeMagic is a merchandising toolkit that helps supercharge your store catalog with product highlights and badges. With ModeMagic, you can step up your shopper experience with instant trust-building and delightful nudges in the form of product labels and feature cards.

• Grab attention from shoppers with badges like Bestsellers, On-Sale, or New Arrivals
• Create FOMO with labels such as "Only 1 left", "Low-stock", "Flash Sale" etc.
• Auto-update your product labels instantly by connecting storefront to inventory/pricing engines
• Convert long text into 1 snappy picture that highlights your product differentiators and sets you apart from competitors.

Price: Free plan available + paid options starting from $9/month

Trial: 14-days free trial available for Starter, Pro and Plus plans

VideoWise – Video Testimonials & UGC

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VideoWise is a powerful video marketing tool that brings authentic customer voices to your Shopify store through video testimonials and TikTok-style product reviews. With VideoWise, you can build trust and boost engagement using high-converting, fast-loading video widgets designed to feel native to your storefront.

• Showcase social proof with real video testimonials and UGC reels
• Embed shoppable videos across product pages, landing pages, and pop-ups
• Deliver a seamless mobile-first experience with blazing-fast playback
• Integrate effortlessly with Klaviyo, Gorgias, and more to automate review workflows
• Turn customer videos into sales by adding clickable CTAs and conversion tracking

Price: Free plan available + paid options starting from $49/month
Trial: Free trial included on paid plans

PageFly

PageFly, is an excellent drag and drop page builder that lets you create, design, and optimize high-quality web pages that help easily and effortlessly convert your Shopify store visitors into customers. 

Highlights:

• Ready-to-use templates: use 70+ templates for every niche. PageFly gives premade sections like testimonials, images with text overlays, and more .
• Easy interface: made exclusively only for Shopify merchants, PageFly helps you create any pages so easily: Landing pages, Homepages, and Product pages as well as About, Blog, FAQ pages, etc.
• FOMO Effects: increase sales with countdown timer, compare at price, low-in-stock, Animations.
• Social Proof: include trust badges, testimonials, social proofs, and product reviews to build trust.

Pricing and plans: free plan available. The paid plan starts from $19 to $99 per month. 

Wrap up

In today’s competitive eCommerce landscape, trust is the new currency, and social proof is one of the most powerful ways to earn it. Whether it’s a glowing review, a trusted endorsement, or a real-time purchase notification, social proof reassures potential buyers that others have already chosen your brand and had a positive experience.

By strategically using social proof across your store, you can reduce buyer hesitation, strengthen your credibility, and ultimately increase conversions and sales. From collecting customer reviews to displaying real-time activity, every element you add creates a more trustworthy and persuasive online experience.

Now it’s your turn: start applying the strategies we’ve covered and turn your satisfied customers into your most effective marketers.