Most African e-commerce shops treat reviews as a side topic. That's mistake #1 in digital marketing: a site with 800+ 4.7/5 reviews converts 35-50% better than the same site with 25 4.4/5 reviews. Here's the 2026 collection strategy.

TL;DR

- Target: 800+ Google reviews + 200+ Trustpilot in 12 months.

- Stack: Brevo post-delivery automation + Google Reviews link + Trustpilot widget.

- +30-50% conversion proven vs sites with <100 reviews.

Why 2 platforms (Google + Trustpilot)?

Recommended strategy: Google + Trustpilot. Google for local + organic SEO, Trustpilot for on-site credibility.

Step 1 — post-delivery automation (Brevo)

`

[Order delivered] → [D+3 email "How was the delivery?"]

↓

[NPS 0-10 score in email]

↓

┌─────────┴─────────┐

NPS ≥ 8 NPS ≤ 6

↓ ↓

[D+5 email "Google review" + link] [Auto support ticket]

↓

[D+10 email "Trustpilot review" + link]

`

Step 2 — Google review request email

`html

Subject: Aïssatou, how was your Kolonell purchase?

Hello Aïssatou 👋

Your order #1234 was delivered 3 days ago. How did it all go?

If you're happy, your Google review would help us a lot 🙏:

style="background:#10b981;color:white;padding:12px 24px;border-radius:6px;display:inline-block">

Leave my review on Google

Not satisfied? Click here to sort it out together.

Thank you for your trust,
The Kolonell team

`

Typical conversion: 25-35% click, 8-15% actually leave a review.

Step 3 — Trustpilot: auto-invite via API

Trustpilot has an API that automates invitations:

`ts

const TRUSTPILOT_API = 'https://api.trustpilot.com/v1';

export async function inviteToReview(order: Order) {

const token = await getOauthToken();

await fetch(${TRUSTPILOT_API}/business-units/${BIZ_UNIT_ID}/invitations, {

method: 'POST',

headers: { 'Authorization': Bearer ${token}, 'Content-Type': 'application/json' },

body: JSON.stringify({

consumerEmail: order.customer.email,

consumerName: order.customer.firstName,

referenceId: order.id,

locale: 'en-GB',

sender: 'Kolonell',

replyTo: 'support@kolonell.com',

preferredSendTime: new Date(Date.now() + 5*24*60*60*1000).toISOString(),

products: [{

productUrl: https://kolonell.com/products/${order.product.slug},

name: order.product.name,

sku: order.product.sku,

}],

}),

});

}

`

Step 4 — display reviews on site

Embedded Schema Review

`json

{

"@context": "https://schema.org",

"@type": "Product",

"aggregateRating": {

"@type": "AggregateRating",

"ratingValue": "4.7",

"reviewCount": "189",

"bestRating": "5"

},

"review": [

{

"@type": "Review",

"reviewRating": { "@type": "Rating", "ratingValue": "5" },

"author": { "@type": "Person", "name": "Aïssatou D." },

"datePublished": "2026-04-12",

"reviewBody": "Excellent quality. Abidjan delivery in 48h."

}

]

}

`

Trustpilot widget

`tsx

'use client';

import { useEffect } from 'react';

export function TrustpilotWidget() {

useEffect(() => {

if (window.Trustpilot) window.Trustpilot.loadFromElement();

}, []);

return (

);

}

`

Load Trustpilot script:

`tsx