Trustpilot vs Feefo: which review platform suits UK ecommerce?

What to take away

Where the two platforms differ for UK ecommerce

Trustpilot's centre of gravity is its public profile page. Reviews live on trustpilot.com under a domain-level rating, and shoppers often meet that page before they meet your product page.

Feefo's centre of gravity is your own branded review page. Feedback comes from customers the retailer has confirmed purchased, and the account holder decides how it is displayed.

The metrics each platform rewards differ. Trustpilot rewards volume and recency on a third-party domain. Feefo rewards coverage of your own order base and what buyers say about delivery and returns.

Pricing: compare the unit, not the headline

Trustpilot publishes tiered plans, including a limited free tier, and quotes for higher volumes. Feefo prices by contract. Both scale with the invitations you send, so the first question is the price per invitation.

Illustrative arithmetic, not a quote: £3,600 a year for 600 invitations is £6 each. £7,200 for 1,200 invitations is also £6. Compare the unit before the total.

Ask three things: how overage is billed, what a mid-term upgrade costs, and what happens above the contracted allowance. Those answers, plus the hidden reputation costs that appear once a workflow is running, cause most of the surprises after signing.

Integrations with Shopify and BigCommerce

Both platforms ship integrations for Shopify and BigCommerce, and both offer an app for widget placement and invitation sending. You are choosing an app that receives order events, plus an API for anything bespoke. Check the app's last update date before you rely on it.

The settings that matter are the trigger (order placed, fulfilled, delivered, or a set number of days after despatch) and the exclusions: refunds, cancellations, staff orders, repeat buyers. A platform that cannot exclude a refunded order will keep inviting unhappy customers.

At a few hundred orders a week, mapping that sequence is the same exercise as any review management automation workflow: deciding what runs unattended, what a person checks, and where a case stops.

Rules that apply to UK review collection

The Digital Markets, Competition and Consumers Act 2024 gives the Competition and Markets Authority direct powers over unfair commercial practices, and fake or misleading reviews sit inside that regime. Inviting only real customers, and never suppressing the poor results, is now a compliance question rather than a marketing preference.

Every invitation carries personal data: a name, an email address, an order reference. That makes the invite file a data protection matter, and the ICO's UK GDPR guidance covers the lawful basis and retention thinking you need before you load a customer list into a new platform.

When reviews appear in advertising, the CAP Code requires testimonials to be genuine and not misleading. Quoting a five-star review from a customer who was refunded in full is a risk worth avoiding.

A five-step decision route

Common questions

Which platform is better for a small UK retailer?

Neither wins in the abstract. Shops that need discovery should trial Trustpilot's public profile; shops with steady traffic that want service detail should trial Feefo's branded page.

Is Trustpilot more expensive than Feefo?

Neither publishes a standard ecommerce rate, so compare on a unit both will quote: price per invitation, the overage rate and the minimum term, at your own order volume.

Can a retailer run both platforms at once?

Yes, and some do: one for third-party discovery, one for verified service feedback. That doubles the invite list, so check the consent wording and the contact-exclusion rules in each account first.