Last updated: 14 September 2026
Trustpilot and Reviews.io solve a similar problem but they approach it quite differently.
Trustpilot’s biggest strength is its public-facing reputation platform and the familiarity of the Trustpilot name. Reviews.io is more heavily geared towards ecommerce, with a strong focus on product reviews, onsite widgets, user-generated content and integrations with the wider ecommerce stack.
I’ve worked with both platforms across Shopify and Magento projects. This comparison looks at the differences that actually matter when choosing between them: pricing, review collection, Google Seller Ratings, ecommerce integrations, widgets, product reviews and what happens if you want to switch later.
Trustpilot vs Reviews.io at a glance
| Trustpilot | Reviews.io | |
|---|---|---|
| Best suited to | Brands that place a lot of value on a public third-party reputation profile and recognisable trust signals | Ecommerce brands that want more control over product reviews, onsite review content and wider integrations |
| Company reviews | Yes | Yes |
| Product reviews | Available as an add-on on paid plans | Included on paid plans, starting with Essentials |
| Photo and video reviews | Available depending on product and plan setup | Included from Essentials, with more advanced UGC features on higher plans |
| Google Seller Ratings | Supported | Supported from Start-Up and above, subject to Google’s eligibility requirements |
| Ecommerce integrations | Broad integration library | Strong ecommerce-focused integration library |
| Onsite widgets | TrustBox widgets, with availability varying by plan | Broad widget library with strong ecommerce customisation options |
| Public review profile | A major part of the platform | Available but less central to the proposition |
| Entry paid pricing | From £119 per month in the UK | From $29 per month in current published plan documentation |
| Contract approach | Paid plans are generally based on a 12-month commitment | Monthly plans are available, with a discount for annual billing |
My quick verdict
If you mainly want flexible product and company reviews, ecommerce integrations, user-generated content and more control over how reviews appear across your store, I’d generally look at Reviews.io first.
Trustpilot makes more sense when the Trustpilot name itself carries value for your customers and you want to build a strong public reputation profile alongside the reviews shown on your own site.
Neither is automatically better. The right choice depends on whether you’re buying a public reputation platform, an ecommerce reviews platform or a bit of both.
Trustpilot vs Reviews.io pricing
Pricing is one of the clearest differences between the two platforms, although it is not a perfect like-for-like comparison because the plans are structured differently and published in different currencies.
Trustpilot pricing
Trustpilot currently publishes the following starting prices for UK businesses:
- Starter: from £119 per month, per domain
- Plus: from £289 per month, per domain
- Premium: from £779 per month, per domain
- Enterprise: quote-based
Trustpilot states that its paid contracts are based on a 12-month commitment. Features such as invitation volumes, widget access, integrations and add-ons vary by plan.
Reviews.io pricing
Reviews.io’s current plan documentation lists:
- Essentials: $29 per month
- Start-Up: $79 per month
- Grow: from $175 per month
- Plus: $500 per month
The published prices are in USD. Reviews.io also offers monthly billing and a discount for annual billing. Its limited free option is currently only available to Shopify merchants through the Shopify App Store.
Pricing checked: 13 September 2026. Both providers change pricing and plan features from time to time, so check the current plan details before making a decision.
For a smaller ecommerce business, Reviews.io has a much lower paid entry point. Trustpilot becomes easier to justify when the public Trustpilot profile and brand recognition are a meaningful part of what you’re buying.
The biggest difference: public reputation vs ecommerce reviews
The most useful way to compare these platforms is not to count features one by one. It is to look at what each platform is built around.
Trustpilot is a public reputation platform first
Trustpilot describes itself as an open review platform. A large part of its value comes from the public Trustpilot profile attached to your business and the fact that customers already recognise the Trustpilot name.
That can be useful when someone searches for your brand, checks your reputation before buying or recognises a Trustpilot score elsewhere in your marketing.
For some businesses, that public profile is the main reason to choose it.
Reviews.io feels more ecommerce-led
Reviews.io also provides public company profiles but its product feels more closely centred around how reviews are collected and used throughout an ecommerce store.
That includes product reviews, photo and video collection, onsite widgets, review requests, Google integrations and connections with tools elsewhere in the ecommerce stack.
If reviews are going to be used heavily across product pages, merchandising, email, customer support and conversion work, this difference becomes much more important than the logo on the review badge.
Review collection
Both platforms can automate review collection, so this is not a case of one platform being able to collect reviews while the other cannot.
Trustpilot supports automated invitations and gives businesses access to invitation volumes based on their plan. It also has ecommerce integrations for sending review requests after an order.
Reviews.io supports automated review collection too, with product and company reviews included on paid plans. Higher plans add features such as SMS invites, surveys and additional collection tools.
For a straightforward post-purchase company review flow, both can do the job. Reviews.io becomes more interesting when you want to collect several types of review content and feed that content back into the store in different ways.
Product reviews and user-generated content
This is one of the areas where I would look carefully at the detail of each plan.
Trustpilot supports product reviews but its current UK pricing treats Product Reviews and Insights as an add-on to paid plans rather than a standard feature across the board.
Reviews.io includes product and company reviews on its Essentials plan, alongside photo and video collection. Higher plans add more advanced UGC and merchandising features.
For stores where customer photos, videos and product-specific reviews are going to be an important part of product-page conversion, Reviews.io is often the more natural fit.
That matters particularly for fashion, beauty, homeware and other products where seeing how something looks or performs in the hands of a real customer can be more persuasive than a company-level star rating.
Onsite widgets and storefront control
Both platforms give you ways to display review content on your own site.
Trustpilot uses TrustBox widgets, with the number of widgets and level of access depending on the plan. It also provides integrations for major ecommerce platforms.
Reviews.io offers a wide range of onsite widgets and places more emphasis on adapting review content to different areas of the storefront.
From an ecommerce development point of view, this is an important distinction. Review content often ends up appearing in several places: product cards, product pages, category pages, landing pages and general trust sections.
The more heavily reviews are woven into the site experience, the more important widget flexibility and implementation control become.
Integrations
I would no longer describe Trustpilot as having a small integration ecosystem. It has a substantial integration library covering ecommerce, marketing, customer service and automation tools.
The difference is more about how the platforms feel in practice.
Reviews.io tends to fit naturally into ecommerce stacks where reviews are being used alongside tools such as Klaviyo, Gorgias and other retention or customer-experience platforms.
Trustpilot also integrates with major ecommerce and marketing tools, including Shopify. Its Shopify integration was updated again in 2026, so this is an area where older comparisons can become outdated quickly.
I would not choose between the two simply by counting integrations. Check the specific tools you already use and, more importantly, what you actually need the integration to do.
Trustpilot, Reviews.io and Google Seller Ratings
Both Trustpilot and Reviews.io are included by Google as supported review partners for shop ratings.
That means reviews collected through either platform can contribute towards Google’s Seller Ratings system when Google’s eligibility requirements are met.
This does not mean that installing either platform guarantees stars in Google Ads.
Google applies its own eligibility rules and decides when ratings are shown. Review volume, country, recency and how the reviews were collected can all matter.
Reviews.io currently makes Google Seller Ratings available on its Start-Up plan and above. Its own documentation also distinguishes between verified reviews collected through Reviews.io and imported third-party reviews when determining eligibility.
If Google Seller Ratings are one of the main reasons you’re choosing a platform, check the current plan requirements and Google’s own eligibility rules before signing a contract.
It’s also worth separating Seller Ratings from product ratings. They are related parts of Google’s review ecosystem but they are not the same thing and have different requirements.
My experience working with both
Having worked with both Trustpilot and Reviews.io across Shopify and Magento projects, the biggest practical difference for me is not whether either platform can collect reviews. They both can.
The difference is what happens once reviews become part of the wider ecommerce setup.
If a client wants a recognisable third-party trust signal and places a lot of value on the public profile that customers can find independently, Trustpilot has an obvious advantage.
If the brief is more focused on product reviews, integrating review content throughout the storefront, collecting richer customer content and tying reviews into the wider ecommerce stack, Reviews.io tends to make more sense.
That does not make Reviews.io universally better. A business can have technically better widgets and more flexible integrations but if its customers specifically recognise and look for Trustpilot, that public trust signal can be worth more than another feature in a dashboard.
The important thing is deciding what role the review platform is actually supposed to play before you commit to one.
What happens if you want to switch later?
This is something I would consider before choosing either platform.
Review systems become more embedded than they first appear. Over time they can affect:
- automated review-request emails
- product-page templates
- trust widgets
- Google Seller Ratings
- Google Shopping product reviews
- product and SKU mapping
- email marketing
- customer support workflows
- reporting
Moving platform later is possible but it is not always a case of exporting a CSV, importing it somewhere else and carrying on as if nothing changed.
Reviews.io, for example, documents a specific process for importing Trustpilot company reviews. Trustpilot company reviews require a reviewer verification step before they can be published through Reviews.io. Imported third-party reviews can also be treated differently from reviews collected natively when it comes to verification and Google Seller Ratings.
Product reviews have their own migration considerations, particularly around SKU matching, product feeds, images and historical review data.
If you already have a large review base, I would check the migration process before signing with the new provider rather than after cancelling the old one.
Which is better for Shopify?
Both platforms now have strong Shopify support.
For many Shopify stores, I would lean towards Reviews.io when the priority is product reviews, UGC, onsite flexibility and using review content across the wider marketing stack.
Trustpilot remains a strong option where public reputation and the Trustpilot brand itself are important parts of the buying decision.
The right answer depends less on Shopify itself and more on what you want the review platform to do once it is installed.
Which is better for Magento?
The same principle applies to Magento.
A Magento store with a more bespoke frontend, custom merchandising requirements and a wider ecommerce stack may place more value on flexibility around how review data is displayed and integrated.
Trustpilot can still be a good fit, particularly where public brand reputation is the main objective.
For Magento projects, I would pay close attention to implementation requirements, widget behaviour, product identifiers and how much custom frontend work will be needed before choosing either platform.
Which should you choose?
Choose Trustpilot if your priorities are mainly:
- a strong public review profile
- a review brand customers are already likely to recognise
- third-party reputation visibility
- using Trustpilot itself as part of your trust proposition
Choose Reviews.io if your priorities are mainly:
- product and company reviews within the ecommerce experience
- photo and video review collection
- more control over onsite review presentation
- ecommerce-focused integrations
- a lower paid entry point
- flexible monthly billing
If you’re choosing purely on feature count, it is easy to miss the more important question: where do you want your reviews to create value?
For some brands that is mainly on a public third-party profile. For others it is on product pages, in Google, inside email flows and throughout the customer journey.
That difference should drive the decision.
FAQs
Is Reviews.io better than Trustpilot?
Not across the board. Reviews.io is often the stronger fit for ecommerce businesses that want flexible product reviews, UGC and onsite integrations. Trustpilot has an advantage where its public profile and consumer recognition are important parts of the trust strategy.
Is Reviews.io cheaper than Trustpilot?
At the current published entry prices, yes. Reviews.io’s paid plans start much lower than Trustpilot’s UK paid business plans. The plans are structured differently though, so compare the features and review-invite limits you actually need rather than price alone.
Is Reviews.io a good Trustpilot alternative?
Yes, particularly for ecommerce brands that want product reviews, richer onsite review content and a more ecommerce-focused feature set. The main trade-off is that you are moving away from the public recognition and reputation profile associated with Trustpilot.
Do Trustpilot and Reviews.io both support Google Seller Ratings?
Yes. Google lists both Trustpilot and Reviews.io as supported review partners for shop ratings. Eligibility still depends on Google’s requirements and the way reviews are collected.
Which is better for Shopify?
Both support Shopify well. Reviews.io is often a better fit when product reviews, UGC and onsite flexibility are the priority. Trustpilot may be preferable when the public Trustpilot profile and brand recognition matter more.
Which is better for Magento?
Both can work with Magento. For more customised Magento stores, I would compare the implementation requirements, review widgets, product identifiers and integration options rather than choosing purely on platform name.
Can you migrate from Trustpilot to Reviews.io?
Yes but there are important caveats. Reviews.io documents a special verification process for Trustpilot company-review imports and imported third-party reviews do not automatically behave like reviews collected natively. Check the migration process and Google-rating implications before switching.
Can you use Trustpilot and Reviews.io together?
Technically, yes. In practice, running two review platforms can duplicate review requests, split review volume and make the customer journey harder to manage. If there is a clear reason to use both, decide which platform is responsible for each part of the review strategy before enabling automated collection on both.
Final thoughts
Trustpilot and Reviews.io are both capable platforms but they are not interchangeable.
Trustpilot is strongest when the public reputation platform itself is part of the value. Reviews.io is strongest when reviews need to work harder inside the ecommerce operation through product reviews, UGC, integrations and onsite content.
For most stores, I would make the decision based on how reviews need to be used over the next few years rather than which platform has the longest feature list today.
If you’re reviewing your current review platform, planning a migration or looking at how review content fits into the rest of your ecommerce setup, I can help. I work independently across ecommerce strategy, Shopify and Magento, including review-platform implementation and wider conversion work.
You can find more about my ecommerce consultancy, Shopify development and Magento development services elsewhere on the site, or get in touch if you’d like to discuss a project.