I’m a big believer in honest feedback. But on marketplaces like Etsy—and most e-commerce platforms—the 5-star system isn’t a neutral feedback tool. It’s a blunt instrument that drives search ranking and visibility, and can be a factor in whether or not a small shop will survive.

Why sub-5★ isn’t “just my opinion”

Platforms heavily weight recent sales and average reviews when deciding which listings to show first. A dip in review ratings can mean a dip in search placement, which means fewer eyeballs → fewer sales → even lower placement in search. That spiral is hard for small shops to escape. 

Etsy’s Star Seller benchmark looks for an average near 4.8/5 over the most recent 3 months. That’s a razor’s edge. For example, for a shop with ~30 reviews per month (≈90 in 3 months):  

  • 85×5★ + 5×4★ → 4.94 
  • 80×5★ + 10×4★ → 4.89 
  • 71×5★ + 19×4★ → 4.79 (below the line) 

In short, a few non-5★ ratings—even from otherwise happy customers—can drop a shop below key thresholds that affect search placement and badges. That’s why a 4-star, meant as “good,” can still feel discouraging to sellers. More frustrating still are low ratings left without giving the shop a chance to address the concern.

An example from our shop

Recently, one buyer purchased three variations of the same item and left three separate 1★ reviews alleging a flaw—without photos or details. They didn’t request a replacement or refund, and didn’t respond to our outreach. This item has had hundreds of happy buyers and we even use it in our own handmade product line.  The specific “flaw” mentioned is actually unlikely given the product's construction unless the product was altered beyond its intended use (for example, attempting sublimation, which can warp the material). 

Those three 1★ ratings arrived in the same window, hit the product's review average hard, and the listing has lost visibility. It went from a steady best-seller to a listing we may never recover. Whether that buyer was a competitor or was just venting frustration over a failed experiment, we’ll never know—but the impact is the same: fewer people even see the product now.  

How to leave a review that actually helps (and stays fair)

Use the stars for product quality + service within the seller's control, not for personal frustration or off-label experiments. Here’s a simple guide: 

5★ — Everything matched expectations (this is the healthy default)

  • Item aligns with the photos/description (size, color, quantity). 
  • Arrived on time; packaged well; quality as expected or better. 
  • Service was prompt and respectful. 
  • Item was damaged in transit by the carrier, and the seller made it right.

4★ — Good overall, but one small miss (and it was addressed)

  • One thing was a bit off that could impact other customers (such as a repeating product defect) and the seller responded to communication and made it right.

3★ — Multiple misses that affected your experience

  • Several issues or a bigger problem with partial resolution (replacement offered but timing/communication lagged). 

2★–1★ — Serious problems without support

  • Wrong or damaged item and no meaningful help; repeated errors; no replies. 

Please don't base reviews on: 

  • Not reading the product listing details.
  • Unrealistic product expectations outside of the product description.
  • Size/scale surprises when the specs are provided. 
  • Failed experiments using the product beyond its intended scope.
  • The "always room for improvement" philosophy (an admirable mindset for personal growth, but an unfair reflection of an otherwise solid experience). 

The system needs an overhaul

My wish for a more balanced approach: Any 3★ or lower review should require buyers to contact the seller first, with the review made visible after the seller has a chance to respond or after a short window passes. That gives shops a fair shot to fix issues and gives future shoppers better context. 

Since that’s not reality (yet): If something is off, please message the seller first. Most small shops (us included) will work with you to find a resolution.

What thoughtful feedback accomplishes

  • Helps other buyers understand fit, scale, and real-world use. 
  • Helps shops improve listings and packaging. 
  • Keeps good products visible.

When in doubt, ask:

“What do I want to accomplish with this feedback? Is it truly about the product/service—or am I upset with my own expectation or experiment?”

Use stars for the former; send a message for the latter. 

Thanks for reading—and for leaving reviews that make the marketplace better for everyone.  🌼