Trustpilot just partnered with Shopify to put its reviews where AI search engines are already looking

TL;DR

Trustpilot partnered with Shopify to embed reviews in merchant stores as AI search click-throughs surged 1,490 percent in FY25.

Trustpilot has struck a partnership with Shopify that will let the platform’s merchants display and manage Trustpilot reviews directly inside their online stores. The integration goes live on June 29 and is the Danish review company’s first native tie-up with a major ecommerce platform. Financial terms were not disclosed.

The deal arrives at a moment when AI is rewriting how shoppers discover products. Trustpilot said click-throughs from AI-powered search engines rose 1,490 percent during its most recent financial year, which ended in March. A study by analytics firm Promptwatch ranked Trustpilot as the fifth most-cited domain globally on ChatGPT, behind only Wikipedia, YouTube, Reddit, and LinkedIn.

That surge is what makes the Shopify tie-up more than a distribution deal. As AI assistants start recommending products and handling purchases on a shopper’s behalf, the data those assistants rely on to form an opinion becomes critical infrastructure. Trustpilot’s argument is that verified human reviews are the trust layer AI needs to make good recommendations.

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

The partnership is not exclusive. Trustpilot said in March that it was pursuing integrations across banking, insurance, utilities, and other ecommerce platforms. The Shopify deal is the first to be announced, and the company has framed it as a template for what comes next.

Shopify merchants have long been able to display third-party reviews through apps, but native integrations carry more weight with both AI engines that scan product pages and with shoppers who are learning to distrust unverified ratings. A Recomaze study earlier this month found that AI assistants ignored 60 percent of online stores entirely, often because the product data was not structured in a way the engine could read.

The timing also reflects a broader anxiety about review integrity. AI-generated fake reviews have become a growing concern across the industry, and Trustpilot has positioned its verification systems as a defence against them. The company reported removing more than four million fake reviews in its last fiscal year, using its own machine-learning detection tools.

Trustpilot’s shares have climbed sharply this year on the back of its AI-search tailwind, with Bloomberg reporting a 46 percent gain year-to-date. The company reported $16 million in operating profit for FY25, its first full year in the black after years of losses. Revenue grew 19 percent to $211 million.

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