There are other great tools such as Repuso which you can use instead of or – even better – in conjunction with Trustpilot. But be very careful, not all reviews are created equal, and definitely not all reviews make people trust your business. These widgets encourage feedback, and they can be used to automatically create Trustpilot accounts for your customers so they can conveniently leave a review if you send them a review request.
This is what makes Trustpilot useful (no gatekeeping) and also exploitable (fake reviews). Trustpilot is what’s called an “open” review platform. Trustpilot Group plc is a Danish-founded consumer review company headquartered in Copenhagen, with offices in London, New York, Denver, Berlin, and Melbourne. For specific deep dives (legitimacy, pricing, fake reviews, alternatives), I’ll point you to the dedicated post each time.
We have worked with brands including British Museum, National Gallery, Start-Rite Shoes, John Smedley, PING, Gill Marine, Rayware Group, Horwood Homes, SIG Plc, Slingsby and many more household names including Hornby, Poundstrecther and Gardman. We build and support enterprise-scale Adobe Commerce websites created for growth from the outset. Attract and keep customers with Trustpilot’s review platform and powerful analytics tools.
Premium companies can immediately respond to negative reviews, publicly propose solutions, and sometimes discreetly negotiate modifications. Conversely, a free account company receives all organic reviews, including those from the most dissatisfied customers who naturally take the time to leave feedback more reliable trustpilot consulting often. Specifically, a paying company can schedule review invitations 7 days after purchase—when satisfaction is at its peak—while avoiding customers who have contacted customer support. Between orchestrated fake reviews, companies manipulating their reputation, and genuine feedback from disappointed customers, navigating this well-known review platform can feel like an obstacle course. Trustpilot might still work for certain companies, especially larger brands with the budget to take full advantage of the platform. Ratings can be influenced by fake reviews, biased feedback, or removed negative reviews.
We have extensive measurable capability to deliver eCommerce marketing solutions, pushing clients’ sales with SEO, performance marketing, content, social media, and email. PushON is a UK based eCommerce agency with a global reach, providing a complete range of web development and marketing services. With over 120 specialists and deep experience across both D2C and B2B, the agency helps clients unlock the full potential of Shopify and scale effectively. As a 360 degree agency and true end-to-end partner, Velstar provides a fully integrated service across the entire eCommerce lifecycle. Using our marketing automation platform and the Trustpilot integration our clients are gathering more quality reviews than ever before!
It will tell you if the company encourages reviews, if it responds to negative feedback, and if it pays to access additional features on the platform. This is only visible if the brand has claimed its Trustpilot profile. You can look up brand or product reviews on Trustpilot for free.
Online Reviews
Additionally, 469,000 companies reported fake reviews, and around 90,000 fake reviews were removed by consumers. In February 2020, the BBC reported that Trustpilot had removed at least 2.2 million fake reviews. In order to do this, Google aggregated data from various European sources, including third-party platforms like Trustpilot.
That is the ultimate digital brand experience according to Stimmt. We provide bespoke Webflow, WordPress, WooCommerce, Static & Shopify solutions. We provide a consolidated view of all your ads across digital, showing return on ad spend. Based in Birmingham, UK, with offices in New York, London and Dubai, Eastside Co is one of the world’s most trusted and experienced Shopify Plus Partners. We are a Customer Experience organisation, working with clients to measure what matters to customers and drive real business change. With offices around the UK in Manchester, Bristol and Edinburgh and a fully-featured support team on hand, we have the scale and reach to support businesses looking to grow through eCommerce, whether B2C, B2B or D2C.
In high-risk niches, the impact is even heavier because for online casinos and other gambling brands, reputation is what stands between a signup and a bounce. Trustpilot featured fake reviews for Bizzyloans; it deleted them after they were brought to light by KwikChex, an online investigations company. Independent investigations suggest that platforms like Trustpilot host fake reviews, leading to controversy over their legitimacy and the company’s handling of complaints. The company freely allows businesses to collect and respond to reviews, and also sells marketing tools. By 2024, Trustpilot removed 4.5 million fake reviews, with 90% of the fake reviews automatically taken down by AI tools.
Effective utilization of Trustpilot reviews by businesses
That means they can save you the hassle of curating which reviews to show on your website, and they can be tailored to your brand. This is part of some recent transparency changes that Trustpilot has made. If you pick up on a common theme across multiple negative reviews, such as multiple customers complaining about packaging, then you should probably look into it. Have a few generic replies saved, edit them according to the review you’re replying to, and post it online to show everyone that your customer’s happiness is your happiness as well.
The findings suggest that reveiw manipulation on the platform isn’t just theoretical, it’s happening in plain sight. One such company dropped from 4.7 to 2.8 stars after its fake reviews were flagged. Verification, a complete company description, and the right category are what turn a passive listing into something a cautious buyer can actually check you against. A company with a strong and actively managed Trustpilot reputation is more likely to be recommended by search algorithms and AI tools. As specialists in online reputation management, we’re passionate about helping individuals, businesses and brands protect and strengthen their digital presence. By treating integration as an operating model, Go Fish helps brands move faster, reduce friction, and build marketing solutions that are easier to manage, easier to measure, and more effective as they scale.
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Eighteen years of operation, public company status, and 60M monthly users back this up. Trustpilot reviews are public customer ratings and written feedback published on Trustpilot.com, the largest open consumer review platform in the world. This lack of transparency undermines confidence, and indicates that TrustPilot itself, as a platform and source of information, cannot itself be trusted or relied upon. But what made me really furious was the refusal to explain, justify, or provide evidence of the basis for the original removal of my genuine reviews, and the refusal thereafter to offer any specific comment on the documentary supporting evidence that – at their request – I had provided. Can the company or organisation (or the algorithms and software it uses) be trusted? This critical examination of Trustpilot highlights the need for transparency and integrity in online review platforms.
Concerns About Moderation and Fairness
Reddit users have reported that negative reviews were removed, even when accompanied by documentation. While technically allowed, this creates a carefully curated impression that may not match the full spectrum of user feedback. In some cases, scam firms have used entire fake reviewer networks to boost their own scores while posting negative reviews on competitors.
According to Website Magazine, «Trustpilot soared in 2014,» and experienced «record growth with an 80 percent year-over-year increase in revenue». In 2014, Draper Esprit (then named DFJ Esprit) invested $25 million in Trustpilot, along with support from the existing investors. In the same year, the company was named Danish Startup of the Year at Next Web’s European Startup Awards. At the time, he was studying at Aarhus University, School of Business and Social Sciences and would later leave university to create Trustpilot. Its team of researchers manually tests VPNs, browsers, and privacy tools to help users stay safe, stay informed, stay free. SafePaper is an independent digital privacy publication based in the U.S., focused on trustworthy, no-fluff guides for everyday internet users.