What Is Trusted Shops and How Can It Benefit My Business?

Trusted Shops stars

If you’ve seen the Trusted Shops logo around, you might have asked yourself “What is Trusted Shops exactly?” or “What can they do for my shop?” Let's take a look at some of Trusted Shops' core products and give you some insights into how Trusted Shops can benefit your business.

A quick word about "trust"

When people say they trust someone or something, we often think of it as a feeling, but in actuality, trust is a calculated risk. For example, we use a lot of mechanisms to judge someone's trustworthiness:

  • aesthetics (He looks trustworthy.)
  • reputations ("Jim said he's a good guy.")
  • presentation (She sounds like she knows what she's talking about.)
  • and more...

The same rings true for your online shop. Therefore, you should keep in mind that although trust might not be tangible, there are concrete things you can do to ensure your site is seen in a trustworthy way.

The fact that trust is perceived means that you have to remember that it's your job as a shop owner to make sure you communicate that trustworthiness. Remember, trust is difficult to earn and easy to lose.

At the end of the day, you know you're trustworthy, but do your potential customers?

trusted shops product overview

Trusted Shops in 96 seconds

As you might have guessed, Trusted Shops has something to do with trustworthy websites and "trust solutions".

You may or may not know what "trust solutions" means and I don't blame you. After all, trust is a pretty abstract concept, right? It's certainly not measurable... or is it?

Check out this video, which explains what Trusted Shops does (in 96 seconds!):

Keep reading for a more detailed look at how Trusted Shops helps businesses build trust!

Trusted Shops' core products

Trusted Shops is a company that acts as a 3rd party representing the common interests of both consumers and retailers. With over 20 years of experience, Trusted Shops has been deep in the world of e-commerce for long enough to know what is truly important to shoppers as well as businesses.

With a variety of products and features to help shop owners build trustworthiness, let's take a look at Trusted Shops' core products:

The Trustmark

trustmarkTrusted Shops is the creator of Europe’s most recognised seal of approval (aka the Trustmark). The Trusted Shops Trustmark basically proves that a website is compliant with industry best practices.

In order to earn the Trustmark, companies must pass an audit. Some of the criteria to pass this audit include the responsible handling of customer data, transparent communication, and reliable customer service.

There is a dedicated team at Trusted Shops to guide you through this audit and help you make sure you become compliant.

Read more about the Trusted Shops Trustmark.

Curious about the Trustmark's quality criteria? Download the whitepaper below to see how you can qualify!

How does your shop qualify for the Trusted Shops Trustmark? Download whitepaper

30-Day Buyer Protection

trustbadge-rating-futureshopIt doesn't end with simply displaying the Trustmark. The 30-day Buyer Protection is the strength behind the Trustmark.

Shop owners that have been awarded the Trustmark can offer their customers the option to opt into the 30-day Buyer Protection (which is free for purchases under £2,500).

The combination of the Trustmark and Buyer Protection can really help bridge the "trust gap" that exists when shoppers visit a website for the first time.

Read more about the Trusted Shops Buyer Protection.

Trusted Shops online reviews

Trusted Shops realises that the perfect product to complement their Trustmark & Buyer Protection is social proof in the form of online reviews. After all, survey after survey reveals what most of us already realise:

Shoppers trust other shoppers and rely on reviews to guide their purchase decisions. Collecting customer reviews is basically a no-brainer these days.

With service and product reviews, Trusted Shops wants consumers to be involved in sharing their online shopping experiences with other customers.

verified reviews

Plenty of verified reviews can be found on Future Shop's shop profile page.

Reviews carry the added benefit of providing your website with fresh content. This might not sound so important, but this actually means that Google sees your website as more relevant because of the constant addition of relevant texts and content (i.e. keywords!) to your website and product pages. Therefore, this can really help your website rank higher in search engine queries!

Generally speaking, customer reviews are broken up into two categories:

  • Product reviews
  • Service reviews (aka shop reviews)

Google separates these two types of reviews and they are displayed in different locations throughout the search engine.

Trusted Shops offers Service Reviews as part of the core package, together with the Trustmark & Buyer Protection.

Product Reviews are offered as an additional product as well.

Read more about Trusted Shops customer reviews.

The Trustbadge technology

The Trustmark, the Buyer Protection, and Service Reviews come together in the Trusted Shops Trustbadge®, an easy-to-integrate widget that you can display throughout your website.

The Trustbadge shows off the Trustmark throughout your website along with your average star-rating score.

Shoppers are reminded that the store has been approved by Trusted Shops and their fellow shoppers, and comes with a Buyer Protection as well. Because of this, the perceived risk factor for buying from an unknown website goes way down, thereby boosting a shop’s conversion rates.


Clicking on the Trustbadge opens another window with more information about the Trustmark, Buyer Protection, and seller rating.

More trust solutions

With the Trustmark, Buyer Protection, and Customer Reviews inside the Trustbadge, you've got insights into our core products. However, Trusted Shops is continuously creating new products to increase trust for online shops. Here are some of our additional trust-building solutions:

Google Integration

One of Trusted Shops' most popular products is the Google Integration.

If your shop runs Google Ads, the Google Integration tool is a perfect complement to your customer reviews (both Service Reviews and Product Reviews).

The most effective Google Ads display star-ratings:

star ratings in a google ad

A Google Ad run by Future Shop shows off their shop's star-ratings.

By working with a Google-certified reviews provider in Trusted Shops, you'll be able to send your most recent reviews directly to the search engine, which can then display your stars/ratings directly in your ads (i.e. text ads as well as Google Shopping ads), thus potentially boosting your click-through rates and lowering your CPCs. More information on Google support.

Read more about Google Integration.

The Smart Review Assistant

Replying to reviews is also incredibly important to your brand image. Showing potential customers that you take customer feedback seriously reflects well on your reputation, especially your customer support.

One of Trusted Shops' newest tool uses A.I. to create thoughtful, unique, and relevant replies with the click of a button.

Read more about the Smart Review Assistant.

The Reputation Manager

Any good shop owner knows they will receive a decent amount of traffic through Google. What you might not consider is that your shop makes its first impression on search engines.

If your shop comes up in a search result (or if a potential customer decides to research your company), they will often search shop name + reviews in Google. What often appears in the first results are third-party review providers, like Trusted Shops or Trustpilot.

If the ratings there seem to contradict each other, that could confuse users and therefore make them hesitate to buy from you.

With the Reputation Manager, Trusted Shops allows you to send review invitations for these other popular platforms (including Google Reviews and Trustpilot) automatically. By dispersing your review requests, you can easily send users to these other platforms in order to boost and harmonise your ratings on Google.

Read more about the Reputation Manager here.

Trusted Shops has the receipts

Trusted Shops works hard to create trust solutions for online shops. With dedicated customer success and account managers, we help you implement our solutions in the best way for your unique shop.

Over the years, we've partnered together with some loyal clients... and we wanted to share some of their stories.

Head over to our Client page in order to read about the different success stories with the different trust solutions we've mentioned in this article.


Building trust for your website is definitely possible. With the help of Trusted Shops, over 30,000 online shops have earned the trust of new customers while improving (or creating) their online reputations.

However, this was just a brief summary of what Trusted Shops can do for an online shop.

Want to talk to one of our consultants who can walk you through our products? Head to our contact us page and we'll get back to you as soon as possible!

5 Things You Didn't Know About Trusted Shops  Learn about our unique trust solutions Download whitepaper

Alon Eisenberg

Alon Eisenberg

Alon Eisenberg has been the Content Manager UK at Trusted Shops since 2017. He graduated from Boston University with a Bachelor's degree in Communications in 2004.

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