Shopper Approved vs Trusted Shops (2026): which should you pick?
As of Nov 12, 2026, Shopper Approved grades higher than Trusted Shops: 2.4 against 2.0 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Shopper Approved grades higher on the free plan. They get the same grade on value for money, 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
Trusted Shops
Trustmark, buyer protection and reviews for online shops
Paid
Which one is for you
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
Pick Trusted Shops if
- Fits if you run a shop in Europe and want a trustmark with buyer protection
- Works for shops on Shopify, WooCommerce, Magento or Shopware
Look elsewhere if
- Skip it if you want to see prices first, as they depend on your turnover
- Not for you if you want a free plan or trial, since none is offered
- Tight if you want a short commitment, because the page states a 12-month minimum with yearly payment in advance
- Watch out: a one-time setup fee of EUR 99 plus VAT applies
- Watch out: the Trustmark needs an audit before you can use it
How we grade them
| 2.4GPAShopper ApprovedFair | 2.0GPATrusted ShopsFair | |
|---|---|---|
| Value for money | CNo prices are published; quotes are built per customer and walked through on a call. With nothing to compare, it sits in the middle. | CNo prices are published; they depend on turnover and product selection. With a EUR 99 setup fee and a 12-month minimum on top, it is graded in the middle until a quote says otherwise. |
| Free plan and trial | 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. | FNo free plan or trial; the page offers no trial of the Trustmark. |
| Features | 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. | BA trustmark with buyer protection, service and product reviews, a Google integration, a reputation manager and AI review tools. Product Reviews, Reputation Manager and Google Integration sit in higher packages or are add-ons. |
| Ease of use | CNo store rating on record. It is a sales-led setup, with free integration and setup offered. | CNo store rating on record. The Trustmark needs an audit to pass, and setup comes with integrations to connect. |
| Platforms and integrations | BWeb, with Shopify, WooCommerce, BigCommerce, Magento, Wix and Webflow. No desktop or phone app. | BWeb, with Shopify, WooCommerce, Magento, Shopware, BigCommerce, Zendesk and Klaviyo. The Trustbadge is offered in 14+ languages. |
| Best for | store ratings and reviews for online shops | European online shops that want a trustmark |
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: Shopper Approved and Trusted Shops. How we grade
Where they differ
In commonWebAI featuresReportsReview collection
At a glance
| Shopper Approved | Trusted Shops | |
|---|---|---|
| Pricing | Free trial | Paid |
| Starts at | Not published | Not published |
| Free plan | None | None |
| Free trial | 15-day free trial, no credit card required; reviews collected during the trial are kept. | None listed |
| Web | ||
| Made by | Shopper Approved | Trusted Shops |
| Price read from | Not confirmed | Not confirmed |
| Checked | Nov 12, 2026 | Nov 12, 2026 |
Worth knowing
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.
Trusted Shops
- No prices are published: the pricing page says they depend on a shop's turnover and product selection.
- The pricing page states annual payment in advance plus VAT, a one-time setup fee of EUR 99 plus VAT and a 12-month minimum contract.
- Product Reviews, Reputation Manager and Google Integration sit in higher packages or are add-ons, and the page offers no trial of the Trustmark.
- Built for European markets; the Trustbadge is offered in 14+ languages and the Trustmark requires passing an audit.
Key features
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.
Trusted Shops
- Trustmark with buyer protection
- Shops pass an audit against Trusted Shops quality criteria, then display the Trustmark through the Trustbadge, which also offers shoppers a 30-day buyer protection.
- Service reviews
- Unlimited service reviews with a company profile that shows the star rating in Google searches for the brand, checked by a mix of manual and automatic moderation.
- Product reviews
- An add-on that collects reviews of individual products and shows them on product pages.
- Google integration
- Passes service and product ratings to Google Shopping and Google Ads so that stars can appear in ads.
- Reputation Manager
- Sends review requests to Trusted Shops, Trustpilot and Google Business Profile from a single control centre.
- AI review tools
- A Smart Review Assistant writes replies and summarizes feedback, and Sentiment Analysis picks out common themes across reviews.
Plans
Shopper Approved
Pricing could not be confirmed. See shopperapproved.com.
Trusted Shops
Pricing could not be confirmed. See trustedshops.com.
Common questions
Which is cheaper, Shopper Approved or Trusted Shops?
As of Nov 12, 2026, Shopper Approved has no price we could confirm, and Trusted Shops has no price we could confirm.
Which has a free plan, Shopper Approved or Trusted Shops?
As of Nov 12, 2026, neither Shopper Approved nor Trusted Shops 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.