Feefo is a UK review platform that only lets a business’s genuine customers leave reviews. Instead of anyone being able to post, the business sends Feefo details of each completed order or service, and Feefo invites that customer to review it.
How Feefo works
A business connects Feefo to its online shop, booking system or CRM, or uploads its sales data. After a purchase, Feefo emails the customer to ask for a review of the service, and often of the individual product as well. Because every review is tied to a real transaction, Feefo describes its reviews as verified, and people cannot simply turn up and post.
The reviews appear on a public Feefo page for the business and can be shown on its own website using widgets and badges. Businesses can reply publicly. Feefo is a paid service, with plans priced on volume and features.
Feefo has long been one of the review providers whose ratings Google can use for seller ratings on Shopping and search ads, and for product reviews in Merchant Center. Google’s list of approved review partners changes, so check the current list before relying on Feefo for that purpose.
Why it matters
Verified-only collection answers the main doubt people have about online reviews: whether they are real. Shoppers who have met fake reviews elsewhere tend to put more weight on a rating they know came from paying customers. Since fake reviews became a banned practice under the UK’s rules on unfair commercial practices in April 2025, a collection method tied to real orders also makes it easier to show your reviews are genuine.
For an online shop, the commercial point is reach. Ratings that feed Google’s seller and product ratings can appear as stars beside your ads and listings, helping them stand out against competitors without stars. For a service business, a strong Feefo page is a piece of social proof that sales conversations and marketing can point to.
Common mistakes
- Inviting only some customers. Choosing who gets asked based on how you expect them to feel is review gating. It skews the picture in a way the rules on misleading reviews can catch.
- Asking at the wrong moment. An invitation sent before the parcel arrives produces reviews about delivery, not the product.
- Ignoring negative reviews. A calm, specific reply often reassures later readers more than the complaint worries them.
- Spreading effort across too many platforms. Feefo, Trustpilot and Google all asking the same customer for a review is tiring. Pick a main platform for each purpose.
- Getting the markup wrong. A review widget does not automatically earn star ratings in organic search. Google limits review rich results where a business reviews itself, so check the rules before adding review schema.
How to act on it
Start by deciding what you need reviews to do. If the goal is stars on Google Shopping and ads, confirm that Feefo is currently an approved partner for the UK and that your order volume will produce enough reviews to qualify. If the goal is trust on your own site, compare Feefo with alternatives such as Trustpilot and REVIEWS.io on cost, integration and how the reviews look on your pages.
Once it is running, invite every eligible customer automatically, time the request for when the product has arrived or the job is done, and reply to reviews within a few days. For online shops, how reviews appear on product pages and in search results is part of ecommerce SEO, so plan the display and the markup together.