Companies Using Trustpilot

With 10+ years in web crawling and technographic data analysis, I have examined Trustpilot's install base and customer profile using our 32,702 enriched company dataset (a 47.1% match rate against 69,422 active domains), as of our May 2026 crawl at TechnologyChecker.io. We matched Trustpilot domains against LinkedIn company profiles to uncover who actually uses the platform, where they are located, and how the review-widget market is shifting. The data tells a clear story: Trustpilot dominates the reviews category by volume, but faces pressure from vertical-specific competitors and self-serve alternatives.

Growth trajectory

Trustpilot went from 3 detected domains in 2005 to over 69,000 active domains by mid-2025. The 2017-2018 stretch saw the sharpest acceleration, growing from roughly 3,000 to over 5,000 active domains in a single month jump tied to detection signature expansion. Sustained growth continued through 2020-2021 as ecommerce merchants rushed to add social proof during the online shopping boom. Our crawl shows a peak of 62,081 active domains in April 2025, followed by a seasonal decline to 56,799 by July 2025. The total ever tracked exceeds 464,000 domains, meaning roughly 85% of all Trustpilot installs are now inactive -- a natural pattern for small businesses that close or switch platforms.

Sales Signal: The 85% historical churn rate means there are 394,641 former Trustpilot users now running other review tools or no review widget at all. Sales teams targeting review-switching campaigns have a massive addressable pool.

Market position

Trustpilot holds a 9.15% share of the reviews and ratings market, making it the category leader by a wide margin. Its nearest competitor, TripAdvisor, captures just 2.47% -- and TripAdvisor's focus on hospitality means the overlap in target customer is limited. Trusted Shops (1.33%) and Google Customer Reviews (1.18%) are closer functional competitors, but neither matches Trustpilot's cross-vertical reach or consumer brand awareness. The gap is even wider when you consider that Trustpilot's actual install base (69,422 domains from ClickHouse) is roughly 35x what the Market Share API initially reported, a discrepancy we attribute to stale API caching.

Sales Signal: Trustpilot's 4x market share lead over its nearest cross-vertical competitor creates a safe bet for procurement teams who want proven review infrastructure rather than niche tools.

Customer profile

The typical Trustpilot customer is a small business with 1-10 employees (71.2% of enriched profiles), founded in the 2010s (42.8%), and operating in retail or financial services. This profile aligns with businesses that need social proof to drive conversions but lack the engineering resources to build custom review systems. Enterprise usage exists -- Samsung, Booking.com, and Shopify all run Trustpilot widgets -- but these represent less than 1% of the install base by headcount. The sweet spot is mid-market ecommerce and local service providers who value turnkey widgets over deep API customization.

Geographic footprint

Trustpilot's European origin shows clearly in the data. The United Kingdom dominates with 33.3% of enriched customers, followed by the United States at 14.9%. The Netherlands, Italy, France, and Denmark round out the top six. This concentration gives Trustpilot a structural advantage in GDPR-compliant markets where consumers expect transparent review practices. However, it also creates a geographic vulnerability: competitors like Yotpo (US-heavy) and Feefo (UK-focused) can chip away share in their home regions through localized sales and support.

Sales Signal: The UK concentration (33.3%) means a localized outreach campaign in London, Manchester, and Birmingham could yield outsized returns compared to dispersed geographic targeting.

Industry concentration

Retail leads with 11.6% of customers, followed by Financial Services (4.5%) and Retail Apparel and Fashion (3.5%). The top 10 industries account for just under 40% of the user base, indicating healthy diversification. Travel, wellness, and construction also show meaningful adoption. This breadth is both a strength and a weakness: Trustpilot avoids over-dependence on a single vertical, but it struggles to offer industry-specific features that vertical specialists like TripAdvisor (hospitality) or Clutch (B2B services) can deliver.

Sales Signal: The diversified industry mix means Trustpilot sales reps can pivot across verticals during economic downturns, rather than being tied to a single sector's cycle.

Competitive environment

Trustpilot faces pressure on two fronts. From below, free or low-cost alternatives like Google Customer Reviews and Trustindex attract price-sensitive merchants. From the side, ecommerce-native platforms like Yotpo bundle reviews with loyalty, SMS, and visual UGC, offering an all-in-one stack that reduces vendor count. Our migration data shows 679 domains moved from Trustpilot to Yotpo over the past three years, while 921 moved from Trustindex to Trustpilot. The net flow is slightly negative, which is expected for a mature category leader.

Migration patterns

Over the past three years, 2,448 domains switched away from Trustpilot to competitors, while 2,444 switched to Trustpilot from competitors -- essentially balanced. The largest outbound flows go to Yotpo (679), Trustindex (626), and Google Customer Reviews (507). Inbound flows are strongest from Trustindex (921), Trustpilot Service (466), and Yotpo (366). This two-way traffic suggests the review widget market is fluid, with merchants frequently testing alternatives before settling on a long-term provider.

Sales Signal: The near-zero net migration (-4 domains over 3 years) means retention is the game. Customer success teams should focus on API integrations and review invitation automation to reduce churn.

Ideal customer profile

Based on our enriched data, the ideal Trustpilot prospect is a UK or US-based retailer with 1-50 employees, founded between 2010-2019, running Shopify or WooCommerce, and already using Google Analytics. These businesses have the ecommerce volume to generate reviews at scale, the budget for a paid review plan, and the technical simplicity to install a TrustBox widget without developer help. Sales teams should prioritize this segment over enterprise prospects, where procurement cycles are longer and custom integration requirements are higher.

Sales Signal: 24.4% of Trustpilot users run Shopify and 17.3% run WooCommerce. Shopify App Store and WooCommerce plugin partnerships remain the highest-ROI acquisition channels.

In summary, Trustpilot remains the default choice for businesses seeking consumer review visibility. Its 9.15% category share, 69,000+ active domains, and brand recognition give it a durable moat. The risks are vertical specialization by competitors and pricing pressure from free alternatives. For merchants who value an independent, open review platform with strong SEO benefits, Trustpilot is still the safest bet on the market.