Feefo vs Shopper Approved (2026): which should you pick?
As of Nov 12, 2026, Shopper Approved grades higher than Feefo: 2.4 against 1.8 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Shopper Approved grades higher on value for money and the free plan. They get the same grade on features, ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Shopper Approved
Store ratings, product reviews and Q&A for online stores
Free trial
Which one is for you
Pick Feefo if
- Fits if you want verified reviews on Google and have the budget for $200 a month
- Works for brands that want a customer success manager, which starts on Enhanced
Look elsewhere if
- Pricey if you are a small shop, because it starts at $200 a month, 'from'
- Skip it if you want a free plan or trial, as none is listed
- Tight if you send many requests, since Essentials covers 200 email requests and Enhanced 500
- Watch out: Q&A, AI Trending Topics, Feefo Social and syndication are paid extras whose prices are not shown
- Watch out: the full 600+ integration library is tied to the custom Plus package
Pick Shopper Approved if
- Fits if you want to try store ratings for 15 days without a card
- Works for shops on Shopify, WooCommerce or BigCommerce
Look elsewhere if
- Skip it if you want to see prices first, as quotes are built on a call
- Not for you if you want a free plan, since only a trial is offered
- Watch out: the trial names Store Ratings only, and the other solutions may not be in it
- Watch out: reviews, Q&A and security are sold separately or as a suite, so cost depends on the bundle
- Watch out: growth figures such as 'up to 9x conversions' are the vendor's own claims
How we grade them
| 1.8GPAFeefoWeak | 2.4GPAShopper ApprovedFair | |
|---|---|---|
| Value for money | DEssentials is $200 a month and Enhanced $400, both quoted as 'from'. That is the dearest tenth of review tools, which starts at $200. | CNo prices are published; quotes are built per customer and walked through on a call. With nothing to compare, it sits in the middle. |
| Free plan and trial | FNo free plan or trial is listed, so nothing is free. | CA 15-day trial with no card, and reviews collected during it are kept. The page names Store Ratings as the trial product and does not say whether the others are included. |
| Features | BVerified review collection, product and service reviews, widgets, Google ratings, surveys, analytics and a syndication network. Q&A, AI Trending Topics, Feefo Social and syndication are paid extras on some packages. | BStore ratings, product and video reviews, Q&A, reputation management and a website security seal. They are sold as separate solutions or in a suite. |
| Ease of use | CNo store rating on record. It is a sales-supported platform with integrations to set up. | CNo store rating on record. It is a sales-led setup, with free integration and setup offered. |
| Platforms and integrations | BWeb, with Shopify, WooCommerce, Magento, Salesforce, HubSpot and Klaviyo, 350+ integrations on Enhanced and an API on Plus. No phone or desktop app. | BWeb, with Shopify, WooCommerce, BigCommerce, Magento, Wix and Webflow. No desktop or phone app. |
| Best for | verified service and product reviews for larger shops | store ratings and reviews for online shops |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Feefo and Shopper Approved. How we grade
Where they differ
- Feefo also covers surveys.
In commonWebAI featuresReportsReview collection
At a glance
| Feefo | Shopper Approved | |
|---|---|---|
| Pricing | Paid | Free trial |
| Starts at | $200 per month (Essentials) | Not published |
| Free plan | None | None |
| Free trial | None listed | 15-day free trial, no credit card required; reviews collected during the trial are kept. |
| Web | ||
| Made by | Feefo | Shopper Approved |
| Price read from | business.feefo.com | Not confirmed |
| Checked | Nov 12, 2026 | Nov 12, 2026 |
Worth knowing
Feefo
- There is no free plan or trial listed, and the pricing page quotes every package as 'from' a monthly price.
- Q&A, AI Trending Topics, Feefo Social and syndication are marked as paid extras on some packages in the comparison table; their prices are not shown.
- Essentials covers 200 email requests and Enhanced 500 email requests; Plus is quoted individually.
- Essentials includes 50+ pre-built integrations and Enhanced 300+; the full 600+ library is tied to the custom package.
Shopper Approved
- No prices are published; the pricing page says quotes are built per customer and walked through on a call.
- The pricing page names Store Ratings as the free-trial product; whether the other solutions are in the trial is not stated.
- Reviews, Q&A and website security are sold as separate solutions or as the Traffic & Conversion Suite, so costs depend on the bundle.
- The homepage's growth figures such as 'up to 9x conversions' are the vendor's claims.
Key features
Feefo
- Verified review collection
- Invitations go to customers who bought, by email on every package and by SMS and WhatsApp as well, with automatic reminders to people who do not respond the first time.
- Product and service reviews
- Collects reviews of the product and of the service around it, with optional photos and video, rateable attributes such as fit or value, and private feedback that is not shown publicly.
- Display widgets and Google ratings
- More than ten on-site widgets, AI review summaries, and review content passed to Google Seller Ratings, Shopping ads and rich snippets.
- Surveys and NPS
- Custom questions on every package, with NPS and bespoke surveys on Enhanced and above, plus a campaign manager for different touchpoints.
- Analytics
- Reports on the collection funnel, feedback and individual products, with sentiment and tag analytics available as extras on some packages.
- Syndication network
- On the top package, product reviews can be shared across retailers in Feefo's network, with product grouping so variants such as size or colour share reviews.
Shopper Approved
- Store ratings
- Collects verified post-purchase ratings of the store and passes them to Google Store Ratings, which the vendor says it has done since 2013.
- Product and video reviews
- Product reviews and video reviews, collected with search-optimized markup so they can appear in Google listings and Shopping.
- Questions and answers
- A Q&A product that uses AI-driven, search-optimized answers to customer questions.
- Reputation management
- A separate tool for managing reviews and ratings across sites.
- Website security seal
- A website security product aimed at reducing checkout concerns.
- Free integration and setup
- The vendor says its US-based installation team integrates the software, seals and widgets on a customer's site at no charge.
Plans
Feefo
Essentials$200
per month, from
200 email requests plus 50 WhatsApp and 50 SMS, product and service reviews, photo and video reviews, AI summaries and replies, Google Seller Ratings.
Enhanced$400
per month, from
Everything in Essentials with 500 email requests, a campaign manager, NPS and custom surveys, A/B testing, 350+ integrations and an assigned customer success manager.
PlusCustom
Everything in Enhanced plus bespoke collection, multilingual moderation, AI insights, social UGC, syndication network and 600+ enterprise integrations with API.
Shopper Approved
Pricing could not be confirmed. See shopperapproved.com.
Common questions
Which is cheaper, Feefo or Shopper Approved?
As of Nov 12, 2026, Feefo starts at $200 per month (Essentials), and Shopper Approved has no price we could confirm.
Which has a free plan, Feefo or Shopper Approved?
As of Nov 12, 2026, neither Feefo nor Shopper Approved has a free plan. Shopper Approved has a free trial.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.