Trustpilot vs Yotpo
Trustpilot and Yotpo are both Customer feedback & roadmaps tools. Here is how they compare on pricing, audience, platforms and community votes.
Public review platform with tools to collect and show customer reviews
Product reviews, UGC and loyalty programs for e-commerce brands
| Pricing | Freemium · $99 | Freemium · $89 |
| Built for | E-commerce, Small businesses, Enterprise | E-commerce, Small businesses, Enterprise |
| Platforms | web | web |
| Country | DK · 2007 | US · 2011 |
| Community votes | 0 | 1 |
| Rating | — | — |
Trustpilot
Trustpilot is an open online review platform where anyone can review a company, and its business product gives those companies tools to collect, answer and display reviews. It was founded in Copenhagen in 2007 by Peter Holten Mühlmann and listed on the London Stock Exchange in 2021. For a business, the core job is building visible third-party social proof on its site, in search and on its public profile.
Businesses can claim their profile for free, reply to reviews, flag fake or abusive ones and send a limited number of review invitations each month. Paid plans add more invitations, automated invitation flows from e-commerce and CRM systems, TrustBox widgets for your site, more users and domains, analytics and marketing assets. Plans are priced per domain per month on 12-month contracts, from Starter to Premium, with a custom Enterprise tier; only Plus offers a 14-day trial.
Trustpilot fits online retailers and service businesses that sell to consumers and want a recognizable, independent review badge. It is a weaker fit for B2B companies, where buyers check G2 or Capterra instead, and for brands that only want private feedback, where survey tools such as Qualtrics or SurveySparrow give more control. E-commerce review apps such as Judge.me or Yotpo are cheaper if you only need product reviews on your own store.
Remember that your Trustpilot page exists whether or not you pay: anyone can review you, and paying does not let you remove negative reviews. Paid plans are 12-month commitments and unused invitations do not roll over.
Yotpo
Yotpo is an e-commerce retention platform founded in 2011 by Tomer Tagrin and Omri Cohen, with offices in New York, Tel Aviv, London, Toronto, Sofia and Sydney. It says more than 35,000 brands in 100 countries use it, from Shopify stores to enterprise retailers. Its core job is collecting customer reviews and photos, showing them on product pages and running loyalty and referral programs that bring shoppers back.
Reviews & UGC sends review requests, displays star ratings, photo and video reviews and Q&A on-site, feeds Google seller ratings, writes AI review summaries and syndicates reviews to retailers. Loyalty & Referrals covers points, VIP tiers, rewards and refer-a-friend campaigns. A newer Discover product tracks how AI assistants such as ChatGPT describe and recommend your products. Plans are priced by monthly order volume, with a limited free Reviews plan and a free Loyalty plan.
Yotpo fits growing DTC brands on Shopify and mid-market retailers that want reviews and loyalty from one vendor. It costs more than review-only apps such as Judge.me or Okendo, and order caps push stores up tiers quickly. ReferralCandy and GrowSurf are lighter options for referrals only, and Klaviyo now offers built-in reviews for brands already on its email platform.
Buying tip: Yotpo used to sell SMS, email and subscriptions, but its current site lists only Reviews, Loyalty and Discover, so plan on a separate messaging tool. The pricing FAQ mentions Reviews from $15 a month while the plan card shows $89, so confirm the quote.