Trustpilot is the default trust layer for e-commerce and service brands in Europe and North America. Here's how to invite customers compliantly, lift your TrustScore, respond to all reviews, and use Trustpilot widgets to convert more website visitors.
By Abhishek Gharat Last updated
Trustpilot's audience is global and its brand credibility is unusually high — in the UK, Germany, Netherlands and North America, a high Trustpilot score is a meaningful trust signal for buyers making online purchases. The platform's partnership with Google means Trustpilot star ratings can show up directly in Google Shopping ads, where they increase click-through rates by 10–17%.
For any business, your Trustpilot profile page often ranks on the first page of Google for "[company name] reviews" searches. This means your TrustScore shapes brand perception for potential customers performing due diligence.
The most effective Trustpilot review collection method is Trustpilot's own AFS, which sends a branded invitation email to customers after a purchase or service completion. Reviews collected via AFS are marked 'verified' and carry significantly more weight than uninvited reviews.
To set it up: log in to Trustpilot Business, go to Get Reviews → Automatic Feedback Service, and connect your e-commerce platform (Shopify, WooCommerce, Magento, Klaviyo, etc.) or configure the API integration. Set the invitation delay to 7–14 days after purchase — enough time for the customer to have received and tried the product.
For service businesses without an automated post-transaction flow, set up a manual invitation batch in Trustpilot Business (Get Reviews → Manual Invitations). Upload your customer email list and send a personalised invitation. Keep the email short and genuine:
A TrustBox widget placed near a checkout or on a pricing page can increase conversions by building trust at a critical point in the customer journey. To add one: log in to Trustpilot Business → Integrations → TrustBox Widgets → choose a style (mini, carousel, review collector) and copy the embed code. The widget auto-updates as new reviews come in.
Trustpilot's guidelines require you to respond to reviews that contain inaccurate information. More importantly, businesses that respond to all reviews — positive and negative — have higher conversion rates from their Trustpilot profile page. Responses are public and indexed.
For negative reviews specifically: acknowledge the concern within 24 hours, offer a resolution channel, and keep the tone professional. See: Negative review response templates
For local service businesses, Google is the priority — it directly affects search ranking and map visibility. For e-commerce, SaaS, or cross-border service businesses where local search isn't the primary acquisition channel, Trustpilot's conversion impact (from badges on ads and product pages) often exceeds Google's for online purchase decisions.
If you serve consumers in the UK, Germany or Netherlands: Trustpilot is a close second to Google and deserves consistent attention.
Yes. Trustpilot's guidelines require businesses to invite all customers — not selectively only the happy ones. You can send review invitations via email, SMS or your own systems. Trustpilot's own invitation tools (Automatic Feedback Service / AFS) are the recommended path because they mark reviews as 'verified', which carries more weight.
Trustpilot TrustScores run from 1 to 5 stars, displayed as a TrustScore out of 5 and a corresponding label (Excellent = 4.5+, Great = 4.0–4.4, Good = 3.5–3.9). For e-commerce and service businesses, a TrustScore of 4.0+ is the baseline for strong conversion. A 4.5+ score with 50+ reviews is sufficient to use Trustpilot's badge credibly in paid ads and on product pages.
Trustpilot pages for your business rank in Google for '[company name] reviews' searches. Additionally, Trustpilot star ratings can appear as Google Shopping rich snippets on your paid ads, increasing click-through rates. Some businesses also add Trustpilot Review Schema to their websites using Trustpilot's TrustBox widgets, though the SEO benefit of this is indirect.
You can flag (report) a review that violates Trustpilot's guidelines — for example, a fake review from someone who never purchased from you. Trustpilot will investigate and may remove it. However, you cannot remove a genuine negative review from a real customer. Your best tool for a real negative review is a professional, empathetic public response and requesting proof of experience from Trustpilot if you suspect it is fake.
AFS is Trustpilot's built-in tool for sending review invitations after each transaction. You integrate it with your e-commerce platform (Shopify, WooCommerce, Magento, etc.) or via Trustpilot's API, and it automatically sends a branded email invitation to each customer after purchase. Reviews collected through AFS are marked as 'verified', which increases their weight on your profile.
A Service Review is about the overall experience with your company and contributes to your main TrustScore. A Product Review is specific to an item you sell; it appears on product pages via a widget and does not affect your company's TrustScore. Collecting Product Reviews requires a specific Trustpilot plan.
Yes. Using a QR code on packaging, receipts, or in-store signage is an effective way to direct customers to your Trustpilot page. The QR code should link directly to your public Trustpilot profile. Tools like Saint Aura can create these QR codes and help you manage your review collection strategy across multiple platforms.
Most reviews appear on your Trustpilot profile almost instantly after the customer submits them. However, if a review is flagged by Trustpilot's automated content filters for potential policy violations, it may be temporarily hidden pending a manual investigation by their content integrity team.
Sometimes. If you use a Trustpilot TrustBox widget that includes the correct Schema.org markup, Google may display star ratings (rich snippets) for your own website's pages in search results. However, Google's display of this is not guaranteed. Stars are more reliably shown for specific product pages or in Google Shopping ads.
Trustpilot allows customers to leave different types of reviews, and it's important to know which you are collecting. Your Trustpilot plan determines which types you can invite customers for.
This is the default review type. Customers rate their overall experience with your business on a 1-5 star scale. These reviews contribute to your main TrustScore and are the most visible feedback on your company profile.
If you sell physical or digital products, you can collect separate Product Reviews. These appear on your product pages via a TrustBox widget and can generate product-specific star ratings in Google Shopping. Product reviews do not affect your main company TrustScore.
For businesses with multiple physical locations (e.g., retail stores, car dealerships), Location Reviews allow customers to rate a specific branch. Each location gets its own profile page and TrustScore, which can be aggregated. This requires a specific Trustpilot plan.
For e-commerce brands, adding a QR code to your product packaging or a packing slip insert is a highly effective way to request a review. The customer can scan the code with their phone immediately after unboxing, while their experience is fresh. For brick-and-mortar businesses, a QR code on a business card, receipt, or table tent can capture reviews from in-person interactions. A tool like ${SITE_NAME} can generate a direct-to-Trustpilot QR code and track its usage.
A simple, passive way to collect reviews is to add a link to your company's Trustpilot profile in the email signatures of your customer-facing employees. A short, neutral call to action like "Read our reviews on Trustpilot" is compliant with Trustpilot's guidelines and can generate a steady stream of organic feedback over time.
Saint Aura generates a Trustpilot review link, QR code and guided invitation flow for any platform. Configure which platform to route customers to, track review counts, and collect private feedback from customers who aren't ready to post publicly.
