Online shops get the most Trustpilot reviews by inviting every customer after delivery, by email and with something in the parcel that takes them straight to the review page. Trustpilot has its own invitation tools for businesses, and they work well when sent a day or two after the order arrives. An NFC sticker or card in the box catches customers at the moment they open it. Trustpilot's rules on asking are strict, so it's worth knowing them first.
Trustpilot's rules
- You can invite customers to review you, and Trustpilot encourages it.
- You should invite all customers, or a fair selection, rather than picking the happy ones.
- You can't offer a discount, gift, voucher or prize draw entry in return for a review.
- Owners, staff and their families shouldn't review the business.
There are also rules about how you show your Trustpilot score and reviews on your own website. Use Trustpilot's official widgets rather than typing your score into your site, because a score that's out of date or shown in a misleading way can lead to Trustpilot taking action against your profile.
Ways to invite customers
Trustpilot's invitation emails
If you've claimed your Trustpilot profile, you can set up review invitations to be sent after each order. Time them for a day or two after the expected delivery date, so the customer has had a chance to open and use the product.
Something in the parcel
A card or sticker in the box reaches customers at the moment they're opening their order. Our Trustpilot review NFC delivery stickers open your Trustpilot review page when the customer taps their phone on them, and a printed QR code on a packing slip does a similar job.
Your order confirmation and delivery emails
Add a short line and your review link to the delivered email. Keep it simple, for example "If you're happy with your order, we'd really appreciate a review on Trustpilot."
Reply to reviews
Shoppers read how a business answers complaints about late deliveries, damaged items or refunds. Reply to every review you can, keep replies polite and specific, and offer a way to get in touch for problems.
Trustpilot or Google?
For a business that only sells online, Trustpilot is often the review site shoppers recognise. If you also have a shop or showroom, Google reviews matter for local searches. Some businesses use multiple-platform delivery stickers so customers can choose where to leave their review.
Common questions
Can I offer a discount code for a Trustpilot review?
No. Trustpilot doesn't allow any incentive for reviews.
Can I only invite customers who didn't complain?
No. Trustpilot expects you to invite customers without filtering out the unhappy ones.
Can I show my Trustpilot score on my website?
Use Trustpilot's official widgets so the score stays accurate and follows their rules. Avoid typing a score or star rating into your site by hand.