41% of Kijimea's customers name reviews as why they chose the brand

Nikesh Godhania

October 5, 2026

4 minutes

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Kijimea results with REVIEWS.io: 41% of customers chose Kijimea because of its reviews, 87,000+ reviews collected across 11 markets, and an NPS score of 71 in Germany

About Kijimea

Kijimea makes microbiome and gut health products, from K53 Advance with its 53 bacterial cultures to Reizdarm PRO, a registered medical product for IBS. The range now extends beyond gut health to femhealth products, electrolytes and a liquid format for people who would rather drink something than take a capsule every day.

Kijimea has collected reviews with REVIEWS.io since August 2023. Three years on it runs 11 storefronts across Europe and the US, and when its German customers are asked why they picked Kijimea over another brand, positive product reviews is one of the top reasons.

The challenge

Gut health is an important purchase for a lot of customers. Shoppers often arrive uncertain: weighing up if it is something they want to be taking every day, and no amount of brand copy will settle the nerves or instill trust in their products. What settles uncertainty and solidifies trust is other people, past customers, saying just how well it worked.

The approach

Reviews sit across the entire journey rather than on one page, from the homepage to checkout, every page carries a REVIEWS.io widget.

That placement is something the team tests rather than assumes. Because the widgets take their colours and shape from the Kijimea design system, and because the API lets the team build their own widgets and pull reviews in dynamically, they can run valuable A/B tests on the slider, the reviews list and the star ratings in the checkout.

Kijimea website showing REVIEWS.io review placements, including a 4.5/5 rating based on 10,614 reviews with a verified customer review, and star ratings with review counts on bestseller product listings

Kijimea pipes the REVIEWS.io API into Google Sheets and clusters every review weekly, by product and across the shop. The strong clusters become proof on site, including a 4.9 rating for shipping. The weak clusters become a job: when shipping feedback dipped for a week, the team took it straight to their fulfillment provider to fix the issues their customers raised directly within their reviews.

Small insights can make a huge impact. When reviews revealed that German customers wanted to pay by invoice, Kijimea quickly added it as a payment option at checkout.

Alongside REVIEWS.io, Boost handles search, and the two meet in CRM. A customer's search query is attached to their profile, which triggers an email that combines the science, the reviews and the thing that person was actually looking for. Someone who searches and then leaves gets a reminder rather than a hard sell, because the team reads that as a customer who does not yet have enough information to be convinced.

The results

Kijimea has collected more than 87,000 product reviews and 1,148 company reviews across 11 storefronts, at a steady rate of 2.3k per month. The German store alone holds 52,903 product reviews, 93.6 percent of them four or five stars, and the group average rating has climbed from 4.34 in the first months to 4.68 today. Review invitations get answered: 35.7 percent of the German ones came back with a review.

Kijimea customer reviews carousel powered by REVIEWS.io, showing a 4.6/5 rating based on 53,882 reviews alongside five-star video testimonials from customers

The number that matters most comes from Kijimea's own on-site surveys. When they asked what made their customers choose Kijimea over other brands, 41 percent of German respondents picked product reviews, ahead of price, delivery and advertising, and behind only product quality. In Italy it was 37 percent and in the UK 55 percent. NPS, collected the same way, reads 71 in Germany, 65 in Italy and 75 in the UK.

There is an internal dividend too. Photo reviews come in from customers, often older ones, holding the product and saying what changed for them. The team sees the effect of its work in a way that normally only customer support ever does.

Quote from Jannik Schlomann, Senior Management Web Development at Kijimea: "Building trust throughout the customer journey is vital in the health and supplement space. REVIEWS.io lets us showcase our reviews effortlessly while keeping our customers' needs front and center."

What's on the horizon for Kijimea

Kijimea wants to push review data further into AI: smarter widgets, more of the review content feeding decisions, and review insight wired into its A/B testing. The team has its eye on the Clearer MCP work and plans to build the next phase of its review strategy around it.

See how REVIEWS.io looks like when it runs across every market you sell in.

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Frequently asked questions

They are one of the deciding factors, not just reassurance. When Kijimea asked German customers what made them choose the brand over another, 41 percent named product reviews, ahead of price, delivery and advertising, and behind only product quality.

Fewer than most brands assume, and the rate matters more than the total. What counts is having recent proof on the products people are actually looking at.

Everywhere a customer is deciding, which in practice means testing rather than guessing. Kijimea carries a REVIEWS.io widget on every page from homepage to checkout, and because the widgets match their design system and the API lets them build their own, they A/B test the slider, the review list and the checkout star ratings.

No, they are an operational feedback channel. Kijimea clusters every review weekly by product and across the shop. When shipping feedback dipped, they took it straight to their fulfilment provider. When German customers asked to pay by invoice, they added it at checkout.