What Is Trustpilot?
Trustpilot runs a public review site where any consumer can review a company, and Trustpilot Business gives companies the tools to manage their side of it. Teams send automated review invitations, collect service reviews, add product and location reviews, reply to reviews with AI-drafted responses, and embed TrustBox widgets on their own pages. Analysis modules include Review Insights for sentiment mapping, Review Tagging for custom dashboards, Review Spotlight trend summaries, Visitor Insights and, on higher tiers, Market and Competitor Insights. Integrations link invitation flows to Shopify, WooCommerce, Magento, Salesforce and HubSpot, and API access is sold as an add-on. Plans are counted per domain, with limits on monthly invitations, widgets, users and integrations, and all paid contracts run for 12 months. Trustpilot's guidelines bar businesses from inviting only happy customers or offering incentives for reviews, and a company cannot delete its profile or remove reviews simply because it disagrees with them.
Best for: Ecommerce and service businesses that want independent, publicly visible reviews and can invite every customer under Trustpilot's rules.
Trustpilot supports pre-tagging invitations with identifiers such as store or agent, then filtering the resulting reviews into targeted website widgets. Invitations can be automated through integrations or API links. Reviews also appear on Trustpilot’s public consumer profile, which creates a different publishing model from widgets that only display feedback hosted by the merchant.
