Implementations of the present disclosure provide techniques to optimize distribution to multiple websites of online reviews associated with a merchant system. The system and method include receiving, from a merchant system associated with a merchant, assignment of a weight value corresponding to each website of a plurality of websites configured to receive a review associated with a merchant. A distribution parameter associated with the plurality of websites is received from the merchant system. A request to provide a review of the merchant is provided to a user system, the request comprising a link. Receiving from the user system, an indication associated with the link. In response to receiving the indication, identifying, by a redirection container, a first website of the plurality of websites based on the weight value corresponding to each website of the plurality of websites and the distribution parameter. The user system is redirected, via the redirection container, to the first website for posting an online review of the merchant.