Short answer: most webshops collect reviews on Google plus one specialised platform for their main market — Trustpilot internationally, Trusted Shops in Germany, and Kiyoh, WebwinkelKeur or Feedback Company in the Netherlands and Belgium. A review aggregator such as Shopreviews then shows all of them together in one widget.
| Platform | Strongest in | What is reviewed | Rating format | Show on your own site |
|---|---|---|---|---|
| Google Reviews | Worldwide; local search and Maps | The business (Google Business Profile) | 1–5 stars | No official website widget |
| Trustpilot | Worldwide; strong in the UK, US and Europe | Company and service; product reviews on paid plans | 1–5 stars | TrustBox widgets |
| Kiyoh | Netherlands and Belgium | Shop and products | Score 1–10 | Own widgets |
| Trusted Shops | Germany and the rest of Europe | Shop and products, with trustmark and buyer protection | 1–5 stars | Trustbadge |
| WebwinkelKeur | Netherlands and Belgium | Shop, with quality mark | 1–5 stars | Own widgets |
| Feedback Company | Netherlands and Belgium | Shop and products | 1–5 stars, total score out of 10 | Own widgets |
| Worldwide; social discovery | The Facebook Page of the business | Recommend / don't recommend | No official embed | |
| Stamped | Shopify brands (DTC), worldwide | Products, including photo and video reviews | 1–5 stars | Shopify widgets |
| Yellow Pages | United States; local services | The local business listing | 1–5 stars | No official embed |
Every platform in this table can be connected to Shopreviews and shown in one widget, with one overall score.
How to choose a review platform
- Your main market. Shoppers trust platforms they recognise: Trusted Shops in Germany, Kiyoh, WebwinkelKeur and Feedback Company in the Netherlands and Belgium, Trustpilot in the UK and internationally.
- Shop or product reviews. Shop reviews build trust in your store; product reviews help shoppers choose a product. Some platforms offer both, often on higher plans.
- Stars in Google Ads and Shopping. Seller ratings come from Google itself and from approved review partners such as Trustpilot, Trusted Shops, Kiyoh and Feedback Company.
- Your existing setup. If you already collect reviews somewhere, keep doing that: an aggregator lets you show them next to new sources without starting over.
Why many shops use more than one platform
Reviews end up in several places: customers leave Google reviews by themselves, while a platform such as Kiyoh or Trustpilot collects reviews through invitations after an order. Showing only one source hides part of the trust you have earned. A review aggregator combines all sources, removes duplicates and converts different rating scales (such as Kiyoh's 1–10 and Facebook recommendations) into one score.
Google stars: what works where
- Google Shopping and Google Ads show seller ratings based on shop reviews from Google and approved review partners, usually once a store has around 100 reviews in the past 12 months in a country.
- Organic search results can show stars for product pages that contain product reviews and valid Product markup. Google does not show review stars for reviews a business publishes about itself.
- Google Maps and local search show the reviews on your Google Business Profile.