The problem with Trustpilot is that they are not party to any of the transactions for which they host reviews.
These days a lot of payment solutions and online marketplaces have intergrated review systems where the details and validity of the transactions can be checked and a much higher degree of trust can be ascertained. I'm thinking Google Checkout ratings, Ebay ratings, Amazon seller ratings.
All those sites have some knowledge of what actually went on. Trustpilot has none. It's just a message board.
Because of this fundamental lack of knoweldge the reviews are always going to be riddled with fakes, both positive and negative. The concept is flawed and the site will die as people start putting their trust in the payment solution and marketplace sites.
The revenue aim of Trustpilot appears to be to allow disgruntled customers to post bad reviews so as to encoruage businesses to pay for the right to defend themselves. This will only work for as long as Trustpilot is respected itself.
I would suggest that this time has passed already!
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