Resources · Trustpilot & shops
Around 70% of all carts get abandoned — and a visible, real review profile addresses the most common reason at unknown shops: missing trust.
The scale: the Baymard numbers
The Baymard Institute maintains a meta-study across dozens of investigations into cart abandonment — the average has sat stably around 70% for years. Part of that is normal browsing behaviour. But at shops the buyer does not know, a different moment decides: the instant before entering the card, when the question arises "is this store legit?" Exactly at that moment a visible TrustScore works — or its absence does.
Visible all the way into search results
The effect starts before the shop: Google shows seller ratings directly in search ads and documents in its own Ads help that these rating stars increase ad click-through rates. A credible review profile therefore sells twice: once in the search result, once at checkout.
Why "verified" is the differentiator
In 2022, the European Commission checked websites for their handling of reviews in a coordinated review sweep: at 55% of the examined sites there were doubts whether the reviews were genuine. That is the context every shop competes in today — buyers expect fake reviews. A profile whose reviews come from real, traceable orders and stand up to scrutiny sets itself apart exactly there.
The mechanics: recency and continuity
A TrustScore is not a one-off project. It lives on continuously fresh reviews from real users: a score with regular inflow reads as a living shop, a frozen one as a risk. Lutendo testers run through your real order flow — order, delivery, where relevant also returns — and write what they experienced. The checkout numbers in our page widget are deliberately marked as illustration; the numbers in this article are the documented ones.
~70%
average cart abandonment rate in e-commerce
55%
of websites checked by the EU raised doubts about the authenticity of their reviews
CTR ↑
seller ratings in ads increase click-through rates
All third-party figures with sources; exact values vary by category and market. Nothing on this page promises a review or a ranking — the offer is honest, verified reviews.