In the analysis of Hugo Galvao de Franca Filho, a specialist in marketplaces and online sales growth, a negative review is one of the moments when a seller most clearly reveals how they work, because the response remains visible to every future buyer. One figure helps measure the weight of this: a survey by Reclame Aqui found that 81.54% of consumers read reviews before buying and that 72.29% would stop buying from a company that ignores its customers’ opinions.
In the pet market, criticism carries an additional emotional component, since the product involves the well-being of an animal that the owner treats as part of the family. A bed that arrived torn or a treat the dog refused leads to complaints written in the heat of the moment. Rather than treating these comments as a threat, this article shows, step by step, how to turn them into proof of reliability. If your store has unanswered reviews, start with them after reading this.
Read the criticism before writing any response
The first move is to understand what the customer is actually complaining about. Negative reviews in the pet segment generally fall into problems with the product, the delivery, the listing description, or the animal’s reaction. Each group calls for a different response: a defect requires a replacement, a delay requires an explanation about shipping, and an incomplete description requires a correction to the listing itself before the same complaint comes up again.
This reading also helps separate legitimate criticism from venting. A pet owner who writes in frustration because the cat ignored the scratching post is not necessarily wrong, but the problem is not a manufacturing defect. Hugo Galvao understands that confusing these situations leads to generic responses, the kind that thank the customer for reaching out and resolve nothing, which is precisely the pattern that drives away those who later read the review looking for signs of care.
Respond publicly with facts and a solution
A public response has two readers: the dissatisfied customer and every buyer who will read that exchange in the months that follow. For this reason, it needs to be short, courteous, and concrete. Acknowledging the problem without over-justifying, stating what has been done or will be done, and giving a timeframe are actions that show the situation is under control. Arguing with the customer or disputing their experience, even when the store is right, conveys the opposite image.
In the case of a bed that arrived with torn packaging and dirty fabric, for example, a good response apologizes for the inconvenience and states that the replacement has already been approved, and explains that the packaging for that item has been reinforced. In the assessment of Hugo Galvao de Franca Filho, this last detail makes a difference, because it shows the next buyer that the failure led to a real change. Readers see that the store learns from its own mistakes and does not merely apologize for them.
Resolve privately what does not belong in the listing
Not everything should be handled in the public review section. Order details, addresses, photos of the damaged product, and refund arrangements belong in a private channel, whether the marketplace’s messaging system or the customer service of the store’s own website, such as www.enjoypets.com.br. The public response should simply indicate that contact has been made and that the case is being handled, which protects the customer and keeps the exchange from turning into an open dispute.
The timing of this private conversation matters as much as its tone. On marketplaces, open and unresolved complaints can affect a seller’s reputation and, with it, the visibility of their listings. Hugo Galvao advises stores to assign someone to follow each case through to the end and, when the platform allows it, to invite the customer to update their review once the issue is resolved. A revised rating, accompanied by an account of a problem that was solved, conveys more trust than a long list of generic compliments.
Bring the criticism back to the listing
The final step takes place away from the review section. When several complaints point to the same problem, such as a size that does not match the chart or a color that differs from the photo, the cause lies in the listing, not with the customer. Adjusting the description, replacing images, and including clearer measurements reduces the chance of the same complaint coming back. Without this follow-through, the store responds well to each criticism but keeps generating new ones for the same reason.
This final step changes the role of reviews within the business. Instead of a scoreboard to be defended, they become a free and ongoing survey of the shopping experience. For this reason, criticism is part of managing the store, not just customer service, Hugo Galvao de Franca Filho maintains: those who read reviews carefully discover what needs to change before the problem shows up in the sales figures.