Trustpilot: all info, tips and rating in the profile
Last updated on 5 July 2026
Trustpilot is an internationally widespread review platform, primarily for e-commerce businesses. Reviews can be left both at the invitation of a business and organically, that is, without proof of purchase.
What is Trustpilot?
Trustpilot is a Danish, internationally operating review platform on which businesses can run their own profile and collect customer reviews. Businesses can actively invite customers to leave a review by email, but organic reviews are also possible that are left without an invitation and without proof of an actual purchase.
| Verification | Partial – „verified“ only in the case of an invitation from the business, organic reviews possible without proof of purchase |
|---|---|
| Leaving a review | Easy, with a Trustpilot account or via an email invitation link |
| Having a review removed | Only reportable in the case of a policy violation; paid business packages offer additional reputation-management tools |
| Cost for the business | Free basic use, paid business packages for companies |
| Credibility | Limited – a test by the Wettbewerbszentrale (2024/2025) found weaknesses in the review process |
How do I create a review on Trustpilot?
A Trustpilot review can be left either via an invitation link sent by a business or organically directly on the Trustpilot website, by searching for the business and selecting „Write a review“. A Trustpilot account is required for this, but proof of an actual purchase is not required in every case.
How can I have a Trustpilot review removed?
Businesses can report reviews on Trustpilot if they violate the guidelines, for example in the case of insults or demonstrably false statements. Genuine but negative reviews generally remain. In addition, Trustpilot offers paid business packages with reputation-management functions.
Strengths and weaknesses of Trustpilot
Strengths
- Very high international recognition and reach
- Widely used trust seal in e-commerce
- Free basic use for businesses and consumers
- Easy invitation of customers by email
Weaknesses
- Organic reviews possible without proof of purchase
- A test by the Wettbewerbszentrale (2024/2025) found 31 of 86 deliberately placed fake reviews published
- The Italian competition authority AGCM imposed a fine of 4 million euros in 2026 for unfair practices
- No additional legitimacy check of the business
How credible is Trustpilot?
The credibility of Trustpilot reviews is disputed. A test by the Wettbewerbszentrale between October 2024 and February 2025 found that of 86 deliberately submitted fake reviews, 31 were published. The Wettbewerbszentrale accuses Trustpilot of advertising misleadingly with statements such as „genuine reviews from genuine people“. In March 2026, the Italian competition authority AGCM additionally imposed a fine of 4 million euros on Trustpilot.
What makes Trustpilot special
What is special about Trustpilot is the combination of great international recognition and an open system that allows both invited and organic reviews. This makes the platform accessible, but at the same time lowers the barrier for unverified reviews.
Tips & tricks for Trustpilot
- Actively prompt customers to leave a review via email invitation
- Respond to negative reviews publicly and constructively
- Regularly check the review history for suspicious patterns
- Embed the Trustpilot widget on your own website to demonstrate transparency
Frequently asked questions about Trustpilot
Are Trustpilot reviews verified?
Only partially. Reviews via an invitation from the business are considered verified, but organic reviews without proof of purchase are also possible.
Can I have a Trustpilot review removed?
Only in the case of a proven policy violation. Genuine but negative reviews generally remain.
How reliable are Trustpilot reviews according to recent investigations?
A test by the Wettbewerbszentrale (2024/2025) found weaknesses in the review process, and the Italian competition authority AGCM imposed a fine on Trustpilot in 2026 for unfair practices.
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