Trusted Shops vs Trustpilot (2026): which should you pick?
As of Nov 12, 2026, Trustpilot grades higher than Trusted Shops: 2.2 against 2.0 out of 4.0.
Checked Oct 18, 2026 and Nov 12, 2026 · graded Oct 18, 2026 and Nov 12, 2026 by ToolGPA
Trusted Shops grades higher on value for money. Trustpilot grades higher on 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.
Trusted Shops
Trustmark, buyer protection and reviews for online shops
Paid
Trustpilot
Business reviews on Trustpilot's public site, with paid invite plans
Free plan · from $99/mo
Which one is for you
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
Pick Trustpilot if
- Fits if your customers already look businesses up on Trustpilot
- Works for small firms that send under 50 review invitations a month
Look elsewhere if
- Pricey if you're a small shop, as paid plans start at $99 a month for a year, paid upfront
- Not for you if you want to pay month to month, as contracts run 12 months
- Tight if you sell on several country domains, as each one is priced separately
- Watch out: listed prices are starting points, and the quote depends on traffic, business size and revenue
- Watch out: product and location reviews are paid add-ons, and the API is only on Premium and Enterprise
How we grade them
| 2.0GPATrusted ShopsFair | 2.2GPATrustpilotFair | |
|---|---|---|
| Value for money | 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. | DStarter is $99 a month per domain, paid upfront on a 12-month contract, for 100 invitations, and only for small businesses up to $5M in revenue. A shop with 300 orders a month needs Plus at $319 to invite everyone. Set against its listed rivals, that's the dear end. |
| Free plan and trial | FNo free plan or trial; the page offers no trial of the Trustmark. | CA free account keeps your profile, lets you reply to and flag reviews, and sends 50 invitations a month, with 1 widget and 1 user. Your TrustScore stays whether you pay or not. But a busy shop hits 50 fast, and the 14-day trial is of Plus. |
| Features | 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. | BThe whole job for company reviews: a public profile and TrustScore, automated invitations, QR codes, TrustBox widgets, replies and flagging, insights and benchmarks. Product and location reviews are paid add-ons, and AI-assisted replies are Enterprise only. |
| Ease of use | CNo store rating on record. The Trustmark needs an audit to pass, and setup comes with integrations to connect. | CNo store rating on record. You claim the profile, connect invitations to your store or CRM and add widgets to your site, and the paid plans are quoted on your traffic and revenue. |
| Platforms and integrations | BWeb, with Shopify, WooCommerce, Magento, Shopware, BigCommerce, Zendesk and Klaviyo. The Trustbadge is offered in 14+ languages. | BWeb, with Shopify, Salesforce, HubSpot, Klaviyo, Dotdigital, Adobe Commerce, BigCommerce and AfterShip, and all integrations on Plus. The API is an add-on on Premium and Enterprise only. No phone or desktop app is listed. |
| Best for | European online shops that want a trustmark | a public review profile shoppers already know |
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: Trusted Shops and Trustpilot. How we grade
Where they differ
In commonWebAI featuresReportsReview collection
At a glance
| Trusted Shops | Trustpilot | |
|---|---|---|
| Pricing | Paid | Free plan |
| Starts at | Not published | $99 per domain / month and up, billed annually |
| Free plan | None | Free account: claim your profile page, 50 automated review invitations a month, reply to and flag reviews, 1 widget, 1 QR code and 1 user. |
| Free trial | None listed | 14-day free trial of the Plus plan |
| Web | ||
| Made by | Trusted Shops | Trustpilot |
| Price read from | Not confirmed | business.trustpilot.com |
| Checked | Nov 12, 2026 | Oct 18, 2026 |
Worth knowing
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.
Trustpilot
- Paid plans are 12-month contracts paid upfront, and each domain is priced separately.
- Prices are starting points: the quote depends on site traffic, business size and annual revenue.
- Product and location reviews are paid add-ons, and API access is an add-on only on Premium and Enterprise.
- The free plan stops at 50 invitations a month until the next month or an upgrade.
Key features
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.
Trustpilot
- Public profile and TrustScore
- Reviews live on the business's profile page on Trustpilot's consumer site, with a TrustScore that stays there even if the business stops paying.
- Review invitations
- Sends automated invitations after a purchase or service, from 50 a month free to 1,000 on Premium, plus QR codes and, from Plus, an in-app review collector.
- TrustBox widgets
- Website widgets that show the TrustScore, star ratings and testimonials, from 1 on the free plan to 21 or more on Premium and Enterprise.
- Product and location reviews
- Add-ons on the paid plans for reviews of individual products, with SEO-friendly widgets, and for reviews of each physical location.
- Insights and AI replies
- TrustScore insights, topic and sentiment reports and competitor benchmarks on higher plans; Enterprise adds AI-assisted replies and custom dashboards.
Plans
Trusted Shops
Pricing could not be confirmed. See trustedshops.com.
Trustpilot
Free$0
50 review invitations a month, replies to reviews, 1 TrustBox widget, 1 QR code collector and 1 user.
Starter$99
per domain / month and up, billed annually
100 invitations a month, 2 widgets, 1 user and 1 domain. Only for new small businesses with up to $5M in revenue.
Plus$319
per domain / month and up, billed annually
300 invitations a month, 10 widgets, 3 users, up to 3 domains, all integrations and a branded profile page.
Premium$799
per domain / month and up, billed annually
1,000 invitations a month, 21 widgets, 10 users, a customer success manager and fuller insights. Sold through a demo.
EnterpriseCustom
Unlimited invitations, 1,000 users, SSO, AI-assisted replies, custom dashboards and invitation tools, priced by sales.
Common questions
Which is cheaper, Trusted Shops or Trustpilot?
As of Nov 12, 2026, Trusted Shops has no price we could confirm, and Trustpilot starts at $99 per domain / month and up, billed annually.
Which has a free plan, Trusted Shops or Trustpilot?
As of Nov 12, 2026, only Trustpilot has a free plan. Trusted Shops does not.
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.