The purpose of the research - is to investigate methods of encouraging buyers to write reviews about the purchased product in order to maximize potential customer acquisition and sales potential in the e-business environment.

The methodology of the research - observation, survey and comparative analysis methods were used in the research.

The practical importance of the research - both the obtained results and the application of the mentioned provisions in the e-business environment can be the important factors in achieving the goals of potential buyers buying the product, increasing the business's income, gaining the loyalty of its customers and long-term economic existence.

The results of the research - the official website and mobile applications of e-commerce businesses in Azerbaijan were analyzed, and directions for promoting customer reviews were determined.

The originality and scientific novelty of the research - the possibilities of encouraging buyers to write reviews in different ways on e-commerce businesses in Azerbaijan have been discovered and the possibilities of using them in competition with other businesses have been substantiated.

Keywords: e-business, online, internet, customer feedback, e-commerce, potential customer.

https://doi.org/10.59610/bbu4.2023.4.11