How to Respond to Reviews on Wildberries and Ozon: Templates for Positive and Negative Feedback

Respond to every review — positive and negative alike. Future buyers see the seller's replies, and the very fact of a response builds trust in the card and helps conversion. On Wildberries and Ozon, replies are posted from the seller account, in the reviews section.

The base rule: be polite, stay on point, skip boilerplate filler, and never get personal — even when a review is unfair. Beyond reviews, buyers also have product questions — they arrive before purchase and move conversion just as hard.

Say thank you and add a light invitation to come back. Don't copy the same text everywhere — both buyers and the algorithm spot canned replies.

Acknowledge the problem, apologize, offer a solution. The goal is not to make excuses but to show future buyers that this seller resolves issues.

Ask what could be improved and thank the buyer for the feedback — a neutral review can often be nudged into loyalty.

You cannot delete a review at will. You can dispute a review that violates platform rules (insults, spam, unrelated to the product, fake). A low rating by itself (say, 2 stars) is not grounds for removal: what gets disputed is a rule violation, not the negativity itself.

Review management and auto-replies help close out negativity systematically and hold your rating.

Related guides: auto-replies to reviews.

"How do I respond to reviews on Wildberries?" From the WB Seller account, in the reviews section: thank buyers for positive reviews, acknowledge the problem and offer a solution in negative ones, and keep replies polite and unscripted.

"Do I need to respond to reviews on Ozon?" Yes. Future buyers read the replies; it builds trust and helps card conversion. Respond to both good and bad reviews.

"Can a 2-star review on WB be disputed?" You can only dispute a review that violates the rules (insults, spam, unrelated to the product, fake). A 2-star rating by itself is not a violation, so it cannot be removed just for being negative.

"Is there a template for replying to a positive review?" Yes: "Thank you for your review and rating! We're glad you liked the product. Come back again." But vary the template — identical replies look lifeless.