Trustpilot embeds reviews in Shopify stores as AI transforms shopping

Trustpilot has announced a new integration with Shopify that will allow merchants on the platform to embed and manage customer reviews directly within their online stores. The feature is set to launch on June 29, marking the Danish review company’s first native partnership with a major ecommerce platform. Specific financial details of the deal were not shared.

This collaboration comes at a pivotal time, as AI-driven shopping behaviors reshape how consumers find and evaluate products. Trustpilot reported that click-throughs from AI-powered search engines surged by 1,490 percent in its fiscal year ending March. According to analytics firm Promptwatch, Trustpilot is now the fifth most-cited domain globally on ChatGPT, trailing only Wikipedia, YouTube, Reddit, and LinkedIn.

The significance of this partnership extends beyond simple distribution. As AI assistants increasingly recommend products and even complete purchases on behalf of shoppers, the data these systems rely on becomes crucial infrastructure. Trustpilot argues that verified human reviews provide the essential trust layer AI needs to make reliable recommendations.

“The rise of AI is transforming how consumers discover, evaluate and purchase products,” said CEO Adrian Blair. “Shopify merchants will now be able to build trust with customers at the point of decision.”

The agreement is non-exclusive. Trustpilot noted in March that it is pursuing integrations across banking, insurance, utilities, and other ecommerce platforms. The Shopify deal is the first to be announced and is positioned as a template for future partnerships.

While Shopify merchants have long been able to display third-party reviews through apps, native integrations carry greater weight with both AI engines scanning product pages and shoppers increasingly wary of unverified ratings. A recent study by Recomaze found that AI assistants ignored 60 percent of online stores entirely, often because product data was not structured in a readable format for the engine.

The timing also reflects growing concerns about review authenticity. AI-generated fake reviews have become a significant industry issue, and Trustpilot has positioned its verification systems as a defense. The company reported removing over four million fake reviews last fiscal year using its own machine-learning detection tools.

Trustpilot’s stock has risen sharply this year, with Bloomberg reporting a 46 percent gain year-to-date. The company posted $16 million in operating profit for FY25, its first full year in the black after years of losses, while revenue grew 19 percent to $211 million.

Whether the AI-search boom is sustainable remains uncertain. The 1,490 percent click-through increase is measured from a small base, and Trustpilot has not disclosed what share of its total traffic now comes from AI engines. What is clear is that the company is betting its next growth phase on becoming the go-to source AI turns to when it needs to verify whether a product or merchant can be trusted.