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 online review management solutions 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.
Collaborating with notable brands such as the British Museum, National Gallery, Start-Rite Shoes, John Smedley, PING, Gill Marine, Rayware Group, Horwood Homes, SIG Plc, Slingsby, and many other well-known names like Hornby, Poundstretcher, and Gardman has been part of our experience. From the very beginning, we create and maintain Adobe Commerce websites designed for enterprise-level growth. Utilize Trustpilot’s powerful analytics tools and review platform to attract and retain customers.
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 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.
How businesses use Trustpilot reviews effectively
This allows you to avoid the inconvenience of selecting which reviews to display on your website, and these reviews can be customized to align with your brand. These changes are part of recent efforts by Trustpilot to increase transparency.
The evidence indicates that manipulation of reviews on the platform is not merely theoretical; it is occurring openly. A particular company experienced a decline in its rating from 4.7 to 2.8 stars after its fraudulent reviews were reported. A listing can transform from passive to something that a cautious buyer can actually verify if it includes verification, a thorough company description, and the appropriate category. Companies that maintain a robust and well-managed Trustpilot reputation tend to receive higher recommendations from search algorithms and artificial intelligence tools. We are dedicated to assisting individuals, businesses, and brands in safeguarding and enhancing their online presence as specialists in managing online reputations. By viewing integration as an operational framework, Go Fish enables brands to accelerate their processes, minimize obstacles, and develop marketing solutions that are simpler to manage, measure, and scale effectively.
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Support for this claim comes from 18 years of operation, public company status, and a user base of 60 million monthly. Published on Trustpilot.com, Trustpilot reviews consist of public ratings and written feedback from customers, and it is the largest open consumer review platform globally. This deficiency in transparency erodes trust and suggests that Trustpilot, as both a platform and information source, lacks reliability. However, what truly infuriated me was the lack of explanation, justification, or evidence regarding the initial removal of my authentic reviews, along with their subsequent refusal to comment on the supporting documentation I provided at their request. Is the company or organization (or the algorithms and software they employ) trustworthy? This analysis of Trustpilot emphasizes the necessity for transparency and integrity in platforms that facilitate online reviews.
Issues Regarding Equity and Moderation
Users on Reddit have reported instances where negative reviews were removed, even when supported by documentation. Although technically permissible, this practice creates a selectively managed impression that may not accurately reflect the entirety of user feedback. In certain situations, fraudulent companies have utilized complete networks of fake reviewers to enhance their own ratings while submitting negative reviews about competitors.
As reported by Website Magazine, “Trustpilot surged in 2014,” achieving “record growth with an 80 percent annual revenue increase. Draper Esprit (then known as DFJ Esprit) invested $25 million in Trustpilot in 2014, with additional backing from existing investors. That same year, Trustpilot was honored as Danish Startup of the Year at the Next Web’s European Startup Awards. He was attending Aarhus University, School of Business and Social Sciences at that time and would later leave academia to establish Trustpilot. To help users remain safe, informed, and free, its team of researchers conducts manual tests on VPNs, browsers, and privacy tools. Based in the U.S., SafePaper is an independent digital privacy publication focused on creating reliable, straightforward guides for everyday internet users.
