Yotpo, an Israeli startup that helps SMBs and mid-sized online retailers boost their e-commerce operations with a plug-and-play social review system, has raised $1.5 million from a group of investors that include Rhodium, Gandyr Group, Zohar Gilon, Tron Capital and prior backers Plus Ventures and 2bAngels.

Founded in early 2011, the fledgling Tel Aviv-based company says 2,000 e-commerce sites are already banking on its social review platform, with 120 new ones joining each week on average.

With Yotpo, online shoppers can read and write social reviews and get reminders to do so as well as a slew of detailed reports and analytics, which in turn give online merchants actionable insights they can use to improve their marketing and merchandising strategy.

This makes sense: shoppers feel more confident buying products and services from e-retailers when the latter can demonstrate that real people have posted real review of the items on sale in the past. For small retailers who are up against review-rich rivals such as Amazon.com, integrating a dedicated social review system into their website can make a huge difference.

The solution smartly leverages the social graphs and sharing behaviour of the customers, which sets Yotpo apart from most built-in default review systems.

Yotpo’s platform also allows for online merchants to customize the look and feel of the review solution to it doesn’t look out-of-place on their websites.

The Yotpo social review system is available on its site as well as through e-commerce platform providers like Magento, Shopify, BCommerce, Volusion and 3dCart.

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