# Trustpilot **Source:** https://geo.sig.ai/brands/trustpilot **Vertical:** MarTech **Subcategory:** Consumer Review Platform **Tier:** Growth **Website:** trustpilot.com **Last Updated:** 2026-04-14 ## Summary Trustpilot is one of the world's largest open consumer review platforms hosting hundreds of millions of reviews across millions of businesses; widely used by ecommerce and fintech brands to build shopper trust. ## Company Overview Trustpilot is one of the world's largest open consumer review platforms, hosting hundreds of millions of reviews across millions of businesses globally. The platform's open model allows any consumer to leave a review for any business without requiring a verified purchase, which has made Trustpilot a trusted reference point for shoppers researching unfamiliar brands, particularly in ecommerce and financial services. For businesses, Trustpilot offers automated review collection tools that send invitations following purchase or service interactions, driving systematic review volume growth that improves Trustpilot profile rankings and organic discovery. Businesses use Trustpilot's brand management tools to respond to reviews publicly, flag fraudulent reviews for investigation, and display star ratings across their websites, email signatures, and marketing materials using Trustpilot's TrustBox widgets. The TrustBox integration with Google Shopping and Google Ads enables seller ratings to appear in paid search results, which typically improves click-through rates. Trustpilot's analytics dashboard provides sentiment trend analysis, competitive benchmarking, and review topic categorization, helping customer experience teams identify recurring themes in customer feedback that require operational changes. Trustpilot serves businesses of all sizes across ecommerce, insurance, financial services, software, and travel as both a reputation management tool and a customer feedback channel. The platform is particularly dominant in Europe and increasingly important for B2C brands entering European markets where Trustpilot is a default credibility signal for online shoppers. Trustpilot competes with Google Reviews, Reviews.io, and Yotpo in the review platform market, differentiating through the scale of its public review network and the brand recognition its star ratings carry with consumers who recognize the Trustpilot logo as a trust signal. ## Frequently Asked Questions ### Can any consumer leave a Trustpilot review or only verified buyers? Trustpilot operates an open review model where any consumer can review any business without a verified purchase, though businesses can also send verified invitation emails to confirmed customers — reviews are distinguished between invited and organic in the platform's transparency framework. ### How does Trustpilot make money given consumers can post reviews for free? Trustpilot generates revenue through business subscription plans that give companies tools to invite customers to leave reviews, respond to reviews, display their TrustScore on their website, and access analytics. The review content is publicly accessible; businesses pay for brand management tools and the ability to actively build their review profile. ### Who uses Trustpilot? Trustpilot is used by businesses across nearly all industries — from eCommerce stores and financial services to travel and utilities — that want to build a transparent public review presence and use their TrustScore in marketing. Consumers use Trustpilot as a research tool to evaluate companies before purchasing, particularly for online transactions. ### Can anyone leave a Trustpilot review? Trustpilot operates an open review platform — any consumer who has had an experience with a business can leave a review, not just verified purchasers. Businesses on paid plans can also send invitation emails to customers to collect reviews from verified buyers. This open model increases review volume but creates challenges with fake review detection. ### How does Trustpilot fight fake reviews? Trustpilot uses automated fraud detection systems and a dedicated content integrity team to identify and remove fake or incentivized reviews. It has a public transparency report documenting flagged reviews. Businesses caught soliciting fake reviews can be penalized with warnings published on their Trustpilot page. ### What is Trustpilot's TrustScore and how is it calculated? Trustpilot's TrustScore is a 1-to-5 scale derived from the weighted average of a business's reviews, with recent reviews given more weight than older ones. The Trustpilot star rating and TrustScore appear in Google search results for many businesses and can influence click-through rates significantly. ### How does Trustpilot compare to Google Reviews and Yelp? Google Reviews is the most impactful for local SEO and appears in Google Business Profile; Yelp is dominant for local businesses in the US particularly restaurants and services; Trustpilot is strongest for online businesses and eCommerce where consumers research before transacting. Trustpilot's international reach and category breadth for online commerce gives it a distinct position. ### What widgets and integrations does Trustpilot offer to businesses? Trustpilot provides customizable widgets — TrustBox widgets — that display star ratings, review counts, and recent review quotes on business websites. These widgets are SEO-compatible and load dynamically. Trustpilot also integrates with Shopify, Salesforce, and major ESPs for automated review invitation workflows. ## Tags martech, saas, b2b, startup, platform, analytics, marketplace, marketing --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*