Wicked Uncle will use eDigitalResearch's eProductRating application to collate and display direct customer opinions and feedback on its products and the quality of its services.
Wicked Uncle researches the latest children's toys and provides a recommendation service to its customers according to the child's age and gender. The company then ships the toys from its warehouse in Suffolk.
The site constantly researches upcoming gifts, commonly from smaller specialist manufacturers, rather than simply providing the latest craze or fad and it positions itself as a site for people who "do not speak kid".
eProductRating also provides a forum on its site for visitors to share product reviews and services in order to give online retailers an insight into customers' opinions and allow them to ensure that their product ranges are appropriate to their target audience.
It gathers interactive content from the customer that can be formatted so that it is displayed as a seemingly integral part of the client site.
Michael O'Shea, founder of Wicked Uncle, said: "Our unique sales proposition is that we provide a tailored service for our customers that recommends appropriate gifts for children according to their age and sex, so interaction with our customer base is vital.
"The advantage that eProductRating gives us is that we are given excellent feedback directly from our customers, and this feedback is also translated into clearly displayed information for our visitors, which gives them more confidence in their purchasing decisions."