Review platforms for business: the best customer review sites for B2B, ecommerce and local
Every US business should claim Google Business Profile first, because it is free and its reviews appear directly in Search and Maps. After that the right platform depends on who buys from you: G2 and Capterra for B2B software, Trustpilot for ecommerce and subscription brands, Yelp and trade directories for local services, and the BBB for high-consideration purchases.
Most businesses need two or three profiles, not ten. Below is what each platform costs to be present on, who actually reads it, and which reviews you are allowed to display on your own website. Pricing was checked against each vendor's own published page in July 2026, and where a vendor does not publish prices we say so instead of repeating a directory's guess.
Last updated July 2026. Prices verified against each vendor's own pricing page.
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Side by side
The major business review platforms compared
What it costs to be present, who reads it, and whether you can put those reviews on your own site.
| Platform | Best for | Cost to claim and reply | Paid tier | Display on your site |
|---|---|---|---|---|
| Google Business Profile | Almost every business, especially local | Free | None. There is no paid tier at all. | Yes, with attribution. No scraping or storing Maps data. |
| G2 | B2B software and SaaS | Free | G2 Marketing Solutions, sales-led, price not published | Yes, via G2 widgets with per-widget review caps |
| Capterra | B2B software, buyers still building a shortlist | Free, including badges | Pay-per-click leads, reported from $2 per click | Badges yes, full review feeds are limited |
| Trustpilot | Ecommerce, subscriptions, consumer finance | Free plan, 50 invitations a month | From $99/mo per domain, billed annually | Yes, via TrustBox widgets on paid plans |
| Better Business Bureau | High-consideration and high-ticket purchases | Free to be listed and respond | Accreditation fees set locally, scale with headcount | Seal and rating, not full review feeds |
| Yelp | Restaurants, bars, local consumer services | Free | Advertising sold separately | Yes, via Yelp badges and widgets |
| Local and community-driven brands | Free | None for recommendations | Limited, recommendations rather than star reviews | |
| Trade directories | Regulated and specialist professions | Varies by directory | Varies by directory | Varies, usually a badge only |
Trustpilot figures come from business.trustpilot.com/plans, checked 31 July 2026. Google Business Profile has no paid tier. Capterra's per-click floor is reported by third parties rather than published by Capterra, and G2 does not publish Marketing Solutions pricing at all, so any specific G2 number you find online is someone's estimate.
Choose
Which review platforms should your business be on?
Pick Google plus the one platform your buyers already check. Then stop.
B2B SaaS
Google + G2 + Capterra
Your buyer builds a shortlist on Capterra and checks it against G2 Grid placement before booking demos. G2 reviews carry reviewer role and company size, which is exactly the context an evaluator wants. Google matters less for discovery here but still catches brand searches.
Ecommerce and DTC
Google + Trustpilot
Shoppers search your brand name plus the word reviews before a first order, and Trustpilot is what they usually land on. Trustpilot is also a licensed Google review partner, so it can feed Google Seller Ratings under shopping ads, which is one of the two genuine reasons to pay for it.
Local services
Google + Yelp + trade directory
Google Business Profile does the heavy lifting because reviews appear in the Map Pack where local searches end. Yelp still holds a real audience in food and drink. Add the one directory your trade uses and ignore the other thirty.
Professional services
Google + BBB + trade directory
For accountants, law firms, contractors and anyone selling a high-ticket engagement, the BBB letter grade reassures cautious buyers in a way star averages do not. Pair it with Google and the directory your regulator or profession recognizes.
Platform by platform
What each review platform is actually good at
Including where each one is weak, because that is the part vendor roundups leave out.
Google Business Profile
Where it wins. Free forever, largest volume, and the only platform whose reviews Google has confirmed affect ranking. Google states plainly that more reviews and positive ratings can help your local ranking, and lists prominence alongside relevance and distance as one of three local ranking factors.
Where it costs you. Almost no verification. Anyone with an account can review a business they never used, and getting a fake one removed means proving it breaks a written policy rather than proving it is untrue. Review evaluation typically takes several days, and you get one appeal.
G2
Where it wins. The most rigorous verification in software. G2 confirms reviewers actually use the product and publishes their role and company size, which is why a G2 quote lands harder with a B2B evaluator than a five-star average. Grid placement is a genuine shortcut into shortlists.
Where it costs you. Expensive and opaque. G2 does not publish Marketing Solutions pricing anywhere, contracts are annual and sales-led, and public estimates for 2026 span an order of magnitude. The native widgets also cap how much you can show: the Testimonials widget holds up to 20 reviews, Review Snapshot up to 5, and Review Spotlight one.
Capterra
Where it wins. Free to list, free to respond, free badges, and it catches buyers earlier in the process than G2 does, while they are still browsing categories rather than comparing a finished shortlist. For a young software company with no budget, it is the cheapest real presence in B2B.
Where it costs you. Category breadth means your listing sits among many more competitors, and the paid route is lead generation priced per click rather than a flat subscription, which makes the cost hard to cap. Reported entry commitments start around $500 a month.
Trustpilot
Where it wins. High consumer recognition in the US and Europe, and a licensed Google review partner, so it can feed Google Seller Ratings into shopping ads. If buyers search your brand plus reviews and land on a strong Trustpilot profile, it earns its fee.
Where it costs you. Priced per domain on a 12 month prepaid commitment, so a second brand doubles the bill and there is no cheap month to test. Starter is capped to businesses under $5 million in revenue, which means the real entry price above that line is $319 a month, not $99. Invitation allowances work out near a dollar per invitation.
Better Business Bureau
Where it wins. The A+ to F letter grade is unlike anything else in the category, and it measures complaint handling rather than sentiment. For contractors, home services and anyone selling a large one-off purchase, cautious US buyers still check it.
Where it costs you. Accreditation is paid, fees are set by local BBBs and scale with employee count rather than being published as one national price, so you have to ask. Reach is far smaller than Google, and the grade partly reflects whether you paid to be accredited.
Yelp and Facebook
Where it wins. Both are free, and Yelp retains a genuinely large audience in restaurants, bars and some local consumer services. Facebook recommendations still travel through community groups in a way no review site replicates.
Where it costs you. Yelp aggressively filters reviews its software does not trust, including legitimate ones, and businesses have little recourse. Facebook replaced star ratings with recommendations, which makes the signal harder to display or compare. Neither belongs at the top of a B2B stack.
The gap
Every platform on this page has the same blind spot
Reviews only work on the people who go looking for them.
A five-star Trustpilot profile converts the visitor who opens a new tab and searches your brand name. It does nothing for the visitor who reads your pricing page, hesitates, and leaves. That is most of them. Review platforms are discovery and verification tools, and they are good at that job, but the reviews are sitting on someone else's domain at the exact moment your buyer is on yours.
The fix is not to abandon the platforms. It is to collect there and display here. Pull your Google, G2 and Trustpilot reviews into one widget on your own pricing page, homepage and landing pages, so the proof a buyer would have gone looking for is already in front of them. That is a different job from the one review platforms sell, and it is the job a review widget exists to do.
One caveat worth stating plainly, because plenty of vendors imply otherwise: embedding reviews will not put star ratings next to your listing in Google. Google stopped showing rich results for self-serving reviews on 16 September 2019, and the announcement named embedded third-party widgets explicitly. Embed reviews because they convert visitors, not because they will decorate a search result.
What it costs to run all four sources
| Approach | Entry price | Priced by |
|---|---|---|
| Trustpilot Starter | $99/mo, $1,188/yr | Per domain |
| Trustpilot Plus | $319/mo, $3,828/yr | Per domain, up to 3 |
| G2 Marketing Solutions | Not published | Sales-led, annual |
| ReviewJet Starter | $24/mo billed yearly | Per account |
ReviewJet includes Google, G2, Trustpilot and direct reviews from the entry tier, with 1,000 review requests a month and unlimited widgets, priced per account rather than per domain or per location. Full detail on the pricing page.
How it works
Getting reviews onto the platforms you picked
Four steps that work the same way whichever platforms you chose.
01
Claim and finish every profile
Claim the profile, fill in every field, and add real photos. An abandoned profile with three reviews from two years ago is worse than none, because buyers read the date.
02
Ask everyone, on a schedule
Send a request after the moment the customer got value, not after the invoice cleared. Automating this is the whole difference between a profile that grows and one that stalls at eleven reviews.
03
Never filter by sentiment
Google prohibits selectively soliciting positive reviews, and the FTC rule at 16 CFR Part 465 bans paying for a particular sentiment. Ask everyone the same way and let the average settle where it lands.
04
Pull them back to your site
Aggregate every source into one widget and put it where people decide: pricing page, checkout, and the landing pages your ads point at.
Step two is the one that decides everything, and it is the one businesses skip. Review generation software sends the request by email and SMS on a schedule, follows up once, and routes the customer to whichever platform you are trying to build. If you already have reviews and the problem is monitoring and replying to them, that is review management software instead.
Questions
Review platform questions people actually ask
Google Business Profile is the best review platform for almost every business, because it is free and its reviews appear directly in Google Search and Maps. After Google, the right platform depends on who buys from you: G2 and Capterra for B2B software, Trustpilot for ecommerce and subscription brands, Yelp and industry directories for local services, and the Better Business Bureau for high-consideration purchases.
Start with Google Business Profile, then add the one platform your buyers already check before purchasing. B2B software companies should be on G2 and Capterra. Ecommerce and subscription brands get the most from Trustpilot. Local service businesses should cover Yelp plus the directory specific to their trade. Two or three profiles maintained well beat ten neglected ones.
Two or three. Every profile you claim is a profile you have to monitor, respond on, and feed with fresh reviews, and a page showing four reviews from 2023 reads worse than no page at all. Pick Google plus the one or two platforms your buyers genuinely use, and put your effort into keeping those current.
Claiming a profile and replying to reviews is free on Google, G2, Capterra, Yelp, Facebook and Trustpilot. Money starts when you want to send review invitations at volume, run display widgets, unlock lead generation, or access the data through an API. Google Business Profile is the only major platform with no paid tier at all.
Both are B2B software review sites, but they catch buyers at different moments. G2 organizes products into Grid reports and attracts buyers comparing a shortlist they already have. Capterra covers a wider spread of categories and tends to catch buyers still browsing to build that shortlist. Capterra is free to list on and sells leads per click. G2 does not publish its pricing.
None of them is neutral, and each one selects for a different reviewer population. G2 verifies that reviewers actually use the product and shows their role and company size, which makes it the most rigorous for software. Google has the largest volume and the least verification. Read any platform knowing that vendors with a budget can influence how many reviews they collect, though not what those reviews say.
Usually yes, with conditions. Google requires attribution showing the reviewer name and a link to their profile, and its Maps Platform terms prohibit scraping or storing Maps content. G2 and Trustpilot both offer their own widgets, with limits on how many reviews each widget shows. The practical route for most businesses is one tool that pulls every source into a single widget you control. The rules are covered in detail in what you are allowed to do with Google reviews.
Google reviews help local ranking, in Google's own words: more reviews and positive ratings can help your business's local ranking. There is no equivalent statement for organic results. Embedding reviews on your own site will not produce star ratings in search, because Google stopped showing rich results for self-serving reviews on 16 September 2019. The full picture is in do Google reviews affect SEO.
Trustpilot has a free plan with 50 review invitations a month, then Starter from $99 per month, Plus from $319 and Premium from $799. Every paid price is per domain and billed annually on a 12 month prepaid commitment, and Starter is restricted to businesses with up to $5 million in revenue. Checked on Trustpilot's own plans page on 31 July 2026, and broken down further on our Trustpilot pricing page.
Claiming a G2 profile and collecting reviews is free. G2 Marketing Solutions, which unlocks widgets, buyer intent data and category placement, is sales-led and G2 does not publish its prices. Third-party estimates circulating in 2026 range from roughly $10,000 to over $100,000 a year and contradict each other, so treat any figure you see as unverified until G2 quotes you.
Google, for almost every business. Google reviews appear in Search and Maps where buying decisions start, and they feed a ranking factor Google has confirmed. Yelp still matters for restaurants, bars and some local consumer services where its audience is genuinely large, but for most businesses it is the second profile to claim, not the first.
On the platforms your buyers search, and on your own website. A review sitting only on Trustpilot works when someone goes looking for it. The same review on your pricing page works on every visitor who never leaves your site. Collecting to the platforms and displaying on your own pages is the combination that covers both, and it is what a first party review tool is for.
Keep reading
Go deeper on a single platform
Google reviews widget
Embed your Google Business Profile reviews with the attribution Google requires.
G2 review widget
Sync your G2 profile and show verified B2B reviews without a per-widget cap.
Trustpilot widget
Display Trustpilot reviews on your site, blended with your other sources.
Trustpilot pricing
Every tier, the per-domain terms, and the $5 million revenue cap on Starter.
Trustpilot alternatives
Seven competitors compared honestly, including where each one beats us.
Reviews aggregator
Pull Google, G2 and Trustpilot into one pool with source badges on every card.
Collect on every platform, display on your own site
Google, G2, Trustpilot and direct reviews in one widget, from $24 a month billed yearly. Priced per account, not per domain.
From $24/mo, billed yearly. No per-review fees.