Both platforms show star ratings. Both build trust. But they serve different purposes, reach different audiences, and cost very different amounts. Here is what actually matters for a Shopify store in 2026.
Quick comparison
| Google Reviews | Trustpilot | |
|---|---|---|
| Cost | Free | Free plan limited. Paid from ~$259/mo |
| Who can review | Anyone with a Google account | Anyone (invited or organic) |
| Local SEO impact | Direct, improves Maps rankings | None |
| Google Shopping | No (via Merchant Center only) | Yes, feeds seller ratings in ads |
| Ad CTR impact | Baseline | +57% vs Google in A/B test (2025) |
| Consumer trust signal | Familiar but unverified | Independent third-party |
| Best for | Local SEO, social proof | Paid ads, brand credibility, Europe |
Google Reviews: free, local, essential
Google Reviews are built into Google Maps and Search. Any Google user can leave a review, no purchase required. They are free to collect, free to manage, and directly influence local search rankings. The more positive reviews you have, the better you rank in Google's local map pack.
For Shopify stores with a physical location or local customer base, Google Reviews are non-negotiable. For pure online stores, they still matter as the most visible trust signal when someone Googles your brand name.
96% of consumers read reviews before making a purchase (BrightLocal, 2025). For most of them, Google is where they look first.
See how Shopify merchants grew their Google rating in the Google Reviews case studies.
Trustpilot: paid, independent, powerful for ads
Trustpilot is an independent third-party review platform. That independence is its biggest advantage. Consumers trust a review on a neutral platform more than reviews on a brand's own website or Google profile, where moderation is inconsistent.
In a July 2025 study by Trustpilot and London Research, 1,200 US consumers were shown identical ads for a fictional brand with one difference: the review source. Ads with Trustpilot stars drove 57% higher click-through rates than the same ads with Google ratings, even with identical star counts. The same study found a 5x higher CTR for a Trustpilot ad even when it listed a price 20% higher than a competitor.
Trustpilot also feeds seller ratings into Google Shopping and Search ads, which Google Reviews do not (that requires Google Merchant Center). For stores running Shopping campaigns, Trustpilot reviews directly improve ad performance.
The catch: the free plan is limited to 100 invitation credits per month. Useful automation, analytics, and Shopify integrations start at around $259/month.
See how Shopify merchants used Trustpilot reviews in the Trustpilot case studies.
Which one is better for your Shopify store?
| If you... | Prioritize |
|---|---|
| Have a physical store or local customers | Google Reviews |
| Run Google Shopping or Search ads | Trustpilot (feeds seller ratings) |
| Sell internationally, especially in Europe | Trustpilot (stronger brand recognition) |
| Are just starting out and want fast results | Google Reviews (free, no minimum) |
| Sell higher-ticket products | Trustpilot (independent trust converts better) |
| Have a tight budget | Google Reviews (completely free) |
The honest answer for most Shopify stores: start with Google. It is free, effective, and visible to every customer who searches your brand name. Add Trustpilot when you are running paid ads and want seller ratings in Shopping results.
Do you need both?
Yes, if you are running Google Shopping ads. Trustpilot is a Google Review Partner, which means its reviews syndicate directly to Google Seller Ratings in Shopping and Search ads. Google Maps reviews do not do this. That requires a separate Google Merchant Center setup.
Running both also means covering every touchpoint: Maps for local discovery, Shopping ads for paid acquisition, and your Shopify store for on-site conversion.
How to collect reviews on both without extra work
The Reputon Customer Reviews app sends automated post-purchase emails that direct customers to whichever platform you choose: Google, Trustpilot, or both. Set it once, it runs after every order.
Already have reviews on Google? The Google Reviews Widget pulls your Google Business reviews directly onto any page of your Shopify store. 28+ layouts, auto-sync, AI summary.