Skip manual review management and ensure only the latest Trustpilot reviews show up on your Webflow product pages.
Displaying Trustpilot reviews on Webflow product pages eliminates manual review management and keeps social proof current without developer intervention. Implementation requires choosing between client-side widgets (faster setup, limited customization) or server-side API integration (full control, caching required).
This integration is designed for ecommerce stores that have already collected customer reviews through Trustpilot. Trustpilot provides post-purchase email invitations, service review links sent after order fulfillment, and automatic review invitation systems that integrate with ecommerce platforms.
Reviews must be collected and published to your Trustpilot profile before they can display on product pages.
Purpose and implementation scope
This integration automatically displays Trustpilot reviews on Webflow product pages. Choose between TrustBox widgets for quick deployment or API-driven implementations for custom review displays.
Decision factors:
- TrustBox widgets: 15-minute setup, iframe styling constraints, automatic rate limit handling
- API integration: Full UI control, requires caching layer, manual rate limit management
Trustpilot enforces 833 requests per 5 minutes (10,000/hour). Server-side implementations must cache responses for 15-30 minutes minimum.
Architecture overview
The integration follows two distinct patterns depending on customization requirements and technical complexity.
Client-side widgets handle rate limiting automatically, but render in iframes with limited styling options. Setup takes about 15 minutes—add the bootstrap script and widget container HTML to your Webflow product template.
Server-side implementations require Redis or equivalent caching with a 15- to 30-minute TTL minimum to avoid hitting Trustpilot's 833 requests per 5-minute cap. This approach enables complete UI customization and integration with Webflow CMS collections, but requires backend infrastructure. For stores with large product catalogs, caching becomes critical to prevent rate limit violations during high-traffic periods.
Set up Trustpilot and Webflow accounts
Both platforms require paid accounts with specific capabilities enabled.
At a high level, you'll:
- Create a Trustpilot business account and complete verification
- Generate API credentials in the TrustLayer portal
- Enable Webflow custom code support (paid plan required)
- Configure Webflow CMS if syncing review data to collections
Take note of your Business Unit ID from your Trustpilot dashboard. You'll need it for both widget and API implementations.
Configure authentication and security
Trustpilot supports two authentication methods. Use API keys for public review data, OAuth 2.0 for private business data.
To use API keys, you'll need to:
- Generate API keys from your Trustpilot account
- Store keys in environment variables (never commit to version control)
- Use separate keys for development, staging, and production environments
To implement OAuth 2.0, you'll need to:
- Implement OAuth 2.0 flows with Client Credentials or Authorization Code grants
- Handle 100-hour access token validity with automatic refresh (30-day refresh token lifetime)
- Follow NIST SP 800-228 environment separation guidelines
Implement TrustBox widgets or custom API integration
Choose your implementation approach based on customization needs and technical resources.
TrustBox widgets provide faster deployment with limited styling control, while custom API integration requires backend infrastructure but enables complete UI customization and CMS synchronization.
Deploy TrustBox widgets
TrustBox widgets load asynchronously, add less than 50KB to page weight, and handle rate limiting automatically.
At a high level, you'll:
- Choose a TrustBox widget template matching your layout requirements
- Add the bootstrap script to Webflow Site Settings (not individual pages):
<script type="text/javascript" src="//widget.trustpilot.com/bootstrap/v5/tp.widget.bootstrap.min.js" async></script>
- Place widget container HTML in your product page template where reviews should appear:
<div class="trustpilot-widget"
data-businessunit-id="YOUR_BUSINESS_ID"
data-template-id="WIDGET_TEMPLATE_ID">
</div>Configure widget templates for styling options within iframe constraints.
Build custom API integration
Custom implementations enable full UI control but require caching to comply with rate limits. This approach works well when you need review data integrated directly into product CMS collections or custom filtering by rating or date.
At a high level, you'll:
- Call Business Units API endpoints:
GET /v1/business-units/{businessUnitId}/reviewsfor service reviewsGET /v1/business-units/{businessUnitId}/products/reviews/summaryfor product aggregates
- Implement caching layer (Redis recommended) with 15-30 minute TTL minimum
- Use Webflow CMS Data API to sync review data to collections
Cache and error handling pattern:
try {
const reviews = await trustpilotAPI.getReviews();
await cache.set(`reviews:${productId}`, reviews, 1800); // 30-minute cache
return processReviews(reviews);
} catch (error) {
if (error.status === 429) {
await exponentialBackoff(error.retryAfter);
} else if (error.status >= 500) {
return await cache.get(`reviews:${productId}`) || fallbackContent();
}
logger.error('Trustpilot API error', { status: error.status, productId });
}
Configure webhook subscriptions via POST /v1/events/subscriptions for real-time updates on new_review, review_updated, and review_removed events instead of polling.
Map Webflow products to Trustpilot reviews
Connect Webflow product pages to Trustpilot reviews through ID mapping. Each product in your CMS needs to reference its corresponding Trustpilot Product ID to display the correct reviews.
At a high level, you'll:
- Store Trustpilot Product IDs in Webflow CMS custom fields
- Pass Product IDs to review API calls or widget configurations
- Use Business Unit ID for company-wide reviews, Product IDs for specific products
- Implement batch API processing for multi-product pages (50 products per request maximum)
For stores with extensive product catalogs, use dynamic tagging systems and rating-based filtering (stars=4,5 for positive reviews only).
Verify integration success
Test both widget rendering and API data flow to confirm reviews display correctly across devices and handle errors gracefully.
Test widget rendering
At a high level, you'll:
- Open browser developer tools and confirm TrustBox container populates with review content
- Check console for JavaScript errors related to widget loading
- Validate widget appears across desktop, tablet, and mobile breakpoints
- Disable browser extensions and test with third-party cookies enabled
Follow Trustpilot's troubleshooting guide if widgets fail to render. Common issues include incorrect script placement (must be in Site Settings, not page-level code) and missing site republication after code changes.
Test API integration
At a high level, you'll:
- Write automated tests using Cypress or Playwright, covering authentication, data fetching, and responsive display
- Validate API token expiration handling and automatic refresh
- Confirm caching prevents rate limit violations (monitor 429 errors)
- Test cross-browser compatibility and mobile rendering
Monitor API response times and error rates. Sustained errors or slow responses indicate caching issues or rate limit violations.
Advanced implementation patterns
Once the basic integration works, these patterns address scaling to large product catalogs, custom branding requirements, and client-side API limitations.
Scale to multiple products
Enterprise plans provide 1,000 requests per minute rate limits vs. 833 requests per 5-minute standard limits.
At a high level, you'll:
- Use batch API endpoints with up to 50
productIdsper request - Implement temporal filtering (
dateFrom/dateTo) for recent reviews - Apply rating filters (
stars=4,5) to show only positive feedback - Cache batch responses for 30+ minutes with background refresh jobs
Customize widget styling
TrustBox widgets render in iframes with limited direct CSS access. For complete visual control that matches your store's branding, build custom review components using API data.
At a high level, you'll:
- Fetch review data via API instead of embedding widgets
- Build custom HTML/CSS review layouts matching your design system
- Use Widget SDK configuration objects for limited iframe styling (camelCase CSS properties)
- Implement Trustpilot API custom displays for full branding control
