--- title: "Online Retailer Trustpilot Ratings: 72% Score Below 3 Stars" url: https://www.suffdigital.com/resources/data-studies/online-retailers-trustpilot-scores description: "Online retailer Trustpilot ratings run low: 72% of 98 retailers score below 3 out of 5, and 60.9% of recent reviews are 1-star. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fonline-retailers-trustpilot-scores&text=72%25%20of%20Online%20Retailers%20Rate%20Below%203%20Stars%20on%20Trustpilot Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fonline-retailers-trustpilot-scores Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fonline-retailers-trustpilot-scores Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fonline-retailers-trustpilot-scores&title=72%25%20of%20Online%20Retailers%20Rate%20Below%203%20Stars%20on%20Trustpilot **72%** of online retailers on Trustpilot have a TrustScore below 3 out of 5, and 60.9% of their recent reviews are 1-star. The retailers that score well are mostly specialist stores, and eleven of them reply to 90% or more of their reviews. Analysis of 98 online retailers and 8,731 recent Trustpilot reviews · Trustpilot company pages, September 2026 ## Key Findings 1. 1. **72%** of online retailers on Trustpilot have a TrustScore below 3 stars, and the average online retailer scores 2.42 out of 5. Copy stat 2. 2. **60.9%** of recent Trustpilot reviews of online retailers are 1-star, and online retailers reply to 18.7% of them. Copy stat 3. 3. Among online retailers rated below 3 stars on Trustpilot, the ten with the most reviews have **76% to 92%** 1-star recent reviews, and nine of the ten reply to none of them. Copy stat 4. 4. SupplyHouse.com is the highest-rated online retailer on Trustpilot at **4.7** stars, followed by CabinetSet.com at 4.6 and BatteryMart.com and VistaPrint at 4.5. Copy stat 5. 5. **11** online retailers reply to 90% or more of their recent Trustpilot reviews, including Wayfair, Anthropologie and Brilliant Earth. Copy stat ## Summary An order arrives late, broken or not at all. The customer emails support, waits, and then searches for somewhere to be heard. Trustpilot is one of the first places they land, and the review they leave is what the next shopper sees when they search the store's name plus "reviews". For an online retailer, that page works like a storefront window it does not control. Shoppers who have never bought from you read it to decide whether you are safe to order from, and a wall of 1-star reviews with no replies can cost sales before anyone reaches your site. Most online retailers have that problem. **72%** of online retailers on Trustpilot score below 3 stars, the average is 2.42, and 60.9% of recent reviews are 1-star. Customers with a delivery, refund or service problem go to Trustpilot, and replies are rare: retailers answer 18.7% of recent reviews. The exceptions are mostly specialist stores, several of which reply to nearly every review. ## What we measured On September 23, 2026 we looked up, on Trustpilot, the websites that appear most often in US Google search results across 27,000 common searches, and grouped them by industry. 98 were online retailers with a TrustScore. For each we recorded the TrustScore and the number of reviews, and looked at up to 100 of the most recent public reviews on its Trustpilot page, 8,731 reviews in all, to measure star ratings and company replies. A TrustScore is Trustpilot's overall rating for a company, from 1 to 5 stars. The 1-star share is the percentage of a company's recent reviews that gave 1 star. The reply rate is the percentage of recent reviews that carry a public reply from the company. ## Most online retailers score below 3 stars 72% of online retailers on Trustpilot have a TrustScore below 3 stars. 71 of the 98 online retailers score below 3, and the average TrustScore is 2.42. The reviews behind those scores are overwhelmingly negative: 60.9% of recent reviews are 1-star. Only 18.7% of recent reviews get a reply, so most complaints stand on the page with no answer from the store. The pattern follows how review sites fill up. A happy customer rarely goes looking for a review site, while an unhappy one often does, especially after a problem with shipping, returns or a refund. A retailer that does not invite reviews from its satisfied customers leaves its page to the complaints. ## High-volume retailers collect the most 1-star reviews The lowest scores sit with the retailers that have the most reviews, some at 1.4 stars on tens of thousands of reviews. Among retailers rated below 3, the ten with the most reviews have between 76% and 92% of recent reviews at 1 star, and nine of the ten reply to none of them. Scale works against big retailers on Trustpilot. They handle far more orders, so even a small share of problems produces thousands of complaints, and their recent reviews arrive fast. Without a reply process or a program to invite happy customers, the score settles near the floor. ## Specialist stores score highest The top of the table looks different. SupplyHouse.com is the highest-rated online retailer at 4.7 stars, followed by CabinetSet.com at 4.6, and BatteryMart.com and VistaPrint at 4.5. All are specialist stores selling to customers with a specific project or need. TrustScore by retailer SupplyHouse.com 4.7 CabinetSet.com 4.6 BatteryMart.com 4.5 VistaPrint 4.5 Source: Suff Digital analysis of 98 online retailers and 8,731 recent Trustpilot reviews · Trustpilot company pages, September 2026 A narrow product range and customers buying for a specific project make problems rarer and easier to put right. ## Eleven retailers reply to nearly every review 11 online retailers reply to 90% or more of their recent Trustpilot reviews. Brilliant Earth, TileBar and Thirdlove reply to all of them, and Wayfair, Minted, Anthropologie, AZAZIE and Papier to 96% or more. Reply rate by retailer Brilliant Earth 100% TileBar 100% Thirdlove 100% Wayfair 99% Minted 98% Anthropologie 97% AZAZIE 96% Papier 96% VistaPrint 93% CabinetSet.com 93% MESHKI 91% A reply turns a complaint into evidence of service. A shopper who sees the store apologize, explain and fix the problem reads the page very differently from one who sees silence, even when the score is the same. ## What this means for online retailers If you choose to be on Trustpilot, commit to it. Invite a review from every customer after delivery, not only from those who contact support, so the page reflects your ordinary buyers. Steady invitations fill the page with ordinary, satisfied buyers and pull the score toward your real service level. Reply to every review, starting with the 1-star ones. Acknowledge the problem, say what you have done and give a direct contact. With only 18.7% of retail reviews answered, a store that replies to everything stands out immediately, as the eleven retailers above do. Fix the causes that show up again and again: late deliveries, slow refunds and hard-to-reach support. Our reputation management services (https://www.suffdigital.com/services/digital-pr/reputation-management-services) team runs review invitation and reply programs for online retailers. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: 72% of Online Retailers Rate Below 3 Stars on Trustpilot - Suff Digital

## Cite this study APA Suff Digital. (2026). 72% of Online Retailers Rate Below 3 Stars on Trustpilot. https://www.suffdigital.com/resources/data-studies/online-retailers-trustpilot-scores Plain link 72% of Online Retailers Rate Below 3 Stars on Trustpilot - Suff Digital - https://www.suffdigital.com/resources/data-studies/online-retailers-trustpilot-scores ## Frequently asked questions ### What share of online retailers rate below 3 stars on Trustpilot? ### How often do online retailers reply to Trustpilot reviews? ### Which online retailers have the highest Trustpilot scores? ### Which online retailers reply to every Trustpilot review? ## Related studies - Digital PR 73% of Banks Rate Below 3 Stars on Trustpilot, but Credit Unions Score Highest: https://www.suffdigital.com/resources/data-studies/banks-trustpilot-scores - Digital PR Top-Rated Insurers on Trustpilot Reply to 48% of Reviews vs 9.6% for Low Scorers: https://www.suffdigital.com/resources/data-studies/insurers-trustpilot-scores - Digital PR 62.4% of the Companies That Dominate US Google Results Rate Below 3 Stars on Trustpilot: https://www.suffdigital.com/resources/data-studies/trustpilot-scores-big-companies - Digital PR 71.3% of Leading Companies Did Not Reply to a Single Recent Trustpilot Review: https://www.suffdigital.com/resources/data-studies/trustpilot-company-reply-rates ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://www.suffdigital.com/resources/data-studies/online-retailers-trustpilot-scores#article", "headline": "72% of Online Retailers Rate Below 3 Stars on Trustpilot", "description": "72% of online retailers on Trustpilot have a TrustScore below 3 out of 5, and 60.9% of their recent reviews are 1-star. 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