Customer reviews are the backbone of sites like Amazon (where they have turned into a platform for some of the most inspired comedic writing on the Internet), but it can be difficult for smaller retailers to convince shoppers to leave feedback. Orankl, a Y Combinator-backed startup, wants to give all e-commerce businesses the same tools as their larger rivals.

The company’s first product is a review system that can be installed with one click on supported platforms like Shopify or by copying-and-pasting a few lines of code. Feedback forms automatically match the style of each site and the system generates emails that remind customers to leave a review. The startup says some of the sites that have already installed its review system have increased sales by 15% to 20%.