Are you weighing TrustPilot against Shopper Approved? Do you need to collect reviews and feature them in Google Ads? Before making a choice, it’s essential to understand how each platform can help you drive more sales. Let’s dive in!
| Descriptions | TrustPilot | Shopper Approved |
|---|---|---|
| Store Ratings (Display stars on Google Ads CPC text ads) | ✔ | ✔ |
| Product Ratings (Display stars on Google Shopping PLA ads) | ✔ | ✔ |
| Google Organic Stars (Display stars in Google Organic for each product) | ✔ | ✔ |
| Collect Reviews | ✔ | ✔ |
| Target Audience | Mid – Large sized companies | Small – Mid sized companies |
| Company Profile Page with Reviews | ✔ | ✔ |
| Badge/Seal | ✔ | ✔ |
| COST | $259/mo for Plus Plan | Small – Mid-sized companies |
| Visit Trustpilot | Visit Shopper Approved |
The table above outlines the key features, and the information below will help you make your final decision.
Disclaimer: We may earn a small commission from TrustPilot or Shopper Approved, but we confidently recommend both platforms as we use them for our own clients.
Comparing Apples-to-Apples
Speaking with a sales rep can be unproductive, as they’ll always claim their product is superior. I’ve been working with TrustPilot and Shopper Approved since 2015, and ultimately, it’s Google that makes the final call, since the reviews are displayed on their platform (Google Ads, Google Shopping, Google Organic).
There are 29 companies licensed by Google to syndicate your ratings into Google Ads CPC text ads, known as Store Ratings. Below is a list of all 29 companies.
Additionally, among these 29 companies, 26 companies are also authorized to syndicate Product Ratings into Google Shopping PLAs.
Both TrustPilot and Shopper Approved are on both lists, meaning they can handle both Store Ratings and Product Ratings.
Now, let’s get into the “Apples-to-Apples” comparison. Every company approved by Google to syndicate reviews must follow Google’s XML format. Google doesn’t create a unique program for any one company; all 29 companies must submit the same standardized XML feed. You can check out the sample that Google requires here: Google’s XML Feed Sample.
Since both TrustPilot and Shopper Approved submit the same XML feed to Google, other features might just be upsells or extras that you might pay for but never actually use.
Choosing TrustPilot or Shopper Approved
Choosing between TrustPilot and Shopper Approved depends on whether you’re running an Ecommerce or Service-Based business. Both platforms cater to large clients like BHPhotoVideo. To see a live example, click the link and scroll down to view TrustPilot and Shopper Approved listed as “Review Providers”: BHPhotoVideo Review Providers.
Service-Based Business: If you operate a service-based business, you only need Seller Reviews, and Shopper Approved is your best option.
Ecommerce Websites: For ecommerce sites with fewer than 1,500 transactions per month, Shopper Approved is a solid choice. If your site processes 1,500–3,000 transactions per month, it’s worth getting a demo from both TrustPilot and Shopper Approved. For sites with over 3,000 transactions per month, TrustPilot might be the better fit. While both companies can handle large ecommerce sites, TrustPilot has more large enterprise-level clients on its platform, making Shopper Approved ideal for smaller businesses with under 3,000 transactions per month.
Upsells and stuff you don’t need to be paying for:
If your primary goal is to get star ratings to appear on your Google Ads, whether you run an ecommerce or service-based website, your budget is key.
Consider whether you really need features like “Hootsuite integration” or the ability to view your “Google Search dashboard” within TrustPilot. Would your marketer even utilize these tools?
As a marketing agency, we’ve found that our clients care about one thing above all else: results.
What goes into the pricing of TrustPilot and Shopper Approved
Here’s a clear breakdown of the price differences:
Shopper Approved:
TrustPilot:
You can learn more about TrustPilot’s funding on their website: TrustPilot’s Funding News.
Conclusion
Regardless of which company you choose, you’ll be well-supported. For ecommerce businesses handling 3,000+ transactions per month, TrustPilot may be more suitable due to its focus on larger enterprises. Shopper Approved, on the other hand, is generally a better fit for small to mid-sized businesses, whether they are ecommerce or service-based. Consider what fits your budget and needs. If Shopper Approved doesn’t meet your expectations, you can always export your reviews and import them into TrustPilot or any other Google-approved review aggregator.
Additionally, Shopper Approved contributes to charitable causes, and so does Planet Marketing! A portion of your subscription supports an orphanage in Guatemala Shopper Approved’s Charity Work or helps children in Kenya, where Shopper Approved has built two schools Shopper Approved’s Giving Back.
If you decide to go with TrustPilot or Shopper Approved, please consider using our affiliate links. Regardless of your choice, Planet Marketing will donate to charity on your behalf.
Which company do you think is the best fit for your business, and why? Let us know in the comments!
