On paper, Yotpo is a product review solution. They collect reviews, they publish reviews, they email about reviews, they turn reviews into ads. What makes Yotpo more popular than other related ecommerce tools, though — what helped them win both the 2017 Expert’s Choice Award and the 2017 Great User Experience award from FinancesOnline — is how they turn this singular aspect into a heap of benefits across your entire site.

At least, that’s what the hype train would have you believe. Does Yotpo live up to its acclaimed reputation? And more to the point, is it worth the price? Today, Divvit turns the tables and reviews the reviewing expert.

What Does Yotpo Do?

As we said above, Yotpo deals mostly with reviews. But even within these confines, they do a lot — so much that the benefits trickle down into other aspects of your site like customer engagement, marketing, advertising, SEO, and traffic. This is a big deal: not all review tools can increase traffic to this magnitude. Just collecting reviews would be enough to improve an ecommerce site, to say nothing of the extras.

Specifically, Yotpo takes care of:

  • Contacting customers after purchase to elicit reviews.
  • Displaying reviews on your site.
  • Turning reviews into ads for Google, Adwords, Facebook, and Twitter. Instagram ads are also available, but they cost extra as part of an additional add-on suite.

While these alone are helpful, it’s the fringe benefits that really push Yotpo over the top. For example, their exclusive inline technology makes each review into a powerful SEO tool (although this feature is only with the pricey Powerhouse plan). Another example is that when Yotpo messages customers, they include a relevant upsell. It’s these secondary features that separate Yotpo from other similar ecommerce tools.


  • Personalized post-purchase emails (MAP: Mail After Purchase) to include the specific names of the customer and the product they purchased.
  • Converts reviews to ads, which are said to increase the click-through rate by 300% and decrease the cost per acquisition by 50% compared to traditional ads.
  • Full social integration for posting reviews on your accounts.
  • Can offer coupons to customers in exchange for writing reviews.
  • Automatic product recommendations and upsells.
  • Respond to reviews to answer questions or resolve issues.
  • Integrates with most other ecommerce tools.
  • Powerhouse Plan Only: Shows star ratings in organic search results.
  • Powerhouse Plan Only: Advanced inline text formatting emphasizes keywords in on-site reviews, giving an extra boost to SEO.
  • Powerhouse Plan Only: Customer messaging allows for direct feedback from past buyers or posing questions to current shoppers.
  • Visual Marketing Suite Only: Collects user-generated photos of products, which are said to increase conversion rates by 25%.

Yotpo Pros and Cons


  • Leverage customer reviews into multiple marketing arenas. Shoppers trust real customer reviews over other marketing forms, so this is a significant advantage.
  • Effectively increases customer engagement.


  • Expensive. More than 10x as much as other ecommerce tools with similar features.
  • Many of the best features are only available in the Powerhouse Plan, which may be outside of most companies’s price ranges.
  • Charges additional fee for the Visual Marketing suite features not included in standard plans.
  • Technical issues are reported frequently.
  • Poor tech support. No live chat or phone number.

Whom Does Yotpo Help Most?

Clearly, the dilemma with Yotpo is its price. To answer this question accurately, the companies that Yotpo can help most are the ones that can afford it.

How Much Does Yotpo Cost?

When it comes to pricing, the viability of Yotpo starts to slip. Clearly, the biggest drawback of this app is the price, and not just a “little extra” more, but additional hundreds of dollars every month. They don’t display their prices, so we had to do some digging before finding the information we needed on G2 Crowd.

*The above prices are estimates based on our research and can not be thought of as the correct prices.

Moreover, Yotpo only offers certain features in an extra Visual Marketing suite, which you pay for on top of whatever plan you choose. These are some of the most appealing features (especially the Instagram integration), including:

  • user-generated photos
  • photo carousels
  • social curation from Instagram
  • ads for Instagram
  • linking Instagram photos with the appropriate product page to streamline shopping
  • additional options for Pinterest integration

On the bright side, Yotpo also offers an “forever free” Lite version that you can use without paying a dime. This is strictly a bare-bones offerings with just two features:

  • Automatic emails eliciting reviews after a purchase (with the capability of customers writing their reviews directly in the email).
  • Product review widget for product pages.

While the features for the Lite version are just a fraction of those on the pricier plans, you can’t complain about the price tag.

Yotpo: Final Verdict

The answer is simple: Yotpo works and delivers on all its promises, but it's not necessarily the cheapest option. Yotpo works best for companies that want the absolute best level of quality and have the money to pay for it — it’s kind of like the foie gras of ecommerce tools.

For most ecommerce companies, it might be worth sacrificing some of the advantages of Yotpo for a cheaper review tool. Admittedly, other tools won’t have the same level of performance as Yotpo, but you have to ask yourself… are a handful of extra bonuses worth paying ten times as much?

That isn’t necessarily a rhetorical question. For some ecommerce companies, Yotpo’s exclusive features really are worth that much. Companies that have a more restricted budget, though, might do better to let some of those features go and save some money.

Matt Ellis

Freelance Content Creator
Matt is a freelance online content creator, specializing in eCommerce, content marketing, and web design. For over a decade he’s been sharing his industry knowledge through ebooks, website copy, and blog articles, just like this one.
Matt is a freelance online content creator, specializing in eCommerce, content marketing, and web design. For over a decade he’s been sharing his industry knowledge through ebooks, website copy, and blog articles, just like this one.