Trustpilot
A global online review platform where consumers rate and review businesses across all industries.
Trustpilot is one of the world's largest open review platforms, hosting over 200 million reviews for businesses across virtually every industry. Founded in Denmark in 2007, Trustpilot allows consumers to post reviews of their experiences with companies, which are then displayed publicly on the platform and can be embedded on business websites. Trustpilot reviews also appear in Google search results as rich snippets, adding star ratings to a business's organic and paid listings.
Trustpilot uses a 1-5 star rating system and generates a TrustScore — a weighted average that factors in review recency and volume alongside ratings. Businesses can create a free profile, respond to reviews, and invite customers to leave feedback through automated review invitations integrated with their CRM or e-commerce platform.
The platform distinguishes between organic reviews (posted voluntarily by customers) and invited reviews (solicited by the business through Trustpilot's invitation system). Both types are clearly labeled, maintaining transparency. Trustpilot also has a fraud detection system to identify and remove fake reviews.
For businesses, Trustpilot serves as both a reputation management tool and a source of embeddable social proof. Trustpilot widgets can display aggregate ratings, recent reviews, or category-specific scores on any website. The platform is particularly popular with e-commerce, financial services, and SaaS companies in Europe and North America. Trustpilot's paid plans offer additional features like review tagging, analytics, and the ability to showcase reviews in Google Seller Ratings for ads.
Frequently Asked Questions
Is Trustpilot free for businesses?
Trustpilot offers a free plan that lets businesses claim their profile, respond to reviews, and send up to a limited number of review invitations per month. Paid plans unlock features like advanced analytics, custom widgets, Google Seller Ratings integration, multi-location management, and higher invitation volumes. Most small businesses can start with the free tier and upgrade as their review volume grows.
Should I use Trustpilot or collect testimonials on my own site?
Use both. Trustpilot reviews provide independent credibility and visibility in search results, while testimonials collected on your own platform give you full control over presentation, curation, and video capabilities. Embed your Trustpilot score on your site alongside curated video testimonials for a comprehensive social proof strategy that combines independence with depth.
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