Google Trusted Stores: What Replaced It and How to Get Trust Badges Now

The google trusted stores badge was Google’s way of showing shoppers that an online shop shipped on time and gave good customer service. This article explains what the program was, what replaced it, and how online stores can earn Google’s trust signals in 2026.

Quick answer: Google Trusted Stores closed in 2017 and was replaced by Google Customer Reviews, which collects seller ratings after a purchase. The old purchase protection did not carry over. Today merchants use Google Merchant Center, where Google rates store quality and can show a Top Quality Store badge to shops with fast shipping, clear returns and good reviews.

What was Google Trusted Stores?

Launched in 2011, Google Trusted Stores gave a badge to online shops with a proven record of reliable, on-time shipping and excellent customer service. The badge showed shoppers a report of the store’s shipping and service, plus how many transactions the data was based on. Merchants had to apply and share order data with Google.

Purchase protection

Shoppers buying from a Trusted Store could opt in to free purchase protection. The merchant shared the order details with Google, and Google sent the shopper an email with the order, the store’s contact details and a way to ask Google for help if something went wrong. Protection covered the purchase amount, including tax and shipping, up to $1,000 in lifetime claims, and problems had to be reported within set time limits after delivery or ordering.

Google’s own 2011 video explained the program to shoppers:

What happened to Google Trusted Stores?

Google announced in March 2017 that it would shut down Trusted Stores. On April 3, 2017 it launched Google Customer Reviews, and existing Trusted Stores merchants were moved over automatically. The seller ratings part survived, but the consumer protection part was retired and the Trusted Stores badge stopped appearing in shopping ads.

Google trusted stores alternatives in 2026

If you run an online shop and want Google’s trust signals today, these are the official tools:

• Google Merchant Center: list your products for free on Google Shopping. Merchant Center also has a Store Quality scorecard that rates your shop.
• Top Quality Store badge: Google shows this badge for shops that consistently give a great shopping experience. Factors include shipping speed, clear return policies, website quality and positive reviews. There is no application; check your status and suggestions in the Store Quality scorecard.
• Google Customer Reviews: after checkout, shoppers can be invited to rate their experience. These ratings feed your seller ratings in Google.
• Shopping ads: paid ads can show your ratings next to products. See our guide to Google Ads sitelinks and Shopping ads.

How to build shopper trust

A badge only reflects what the shop already does well. Focus on the basics Google measures:

1. Ship fast and give accurate delivery estimates.
2. Publish a clear, easy-to-find return policy.
3. Answer customer questions quickly and fix problems.
4. Ask happy customers for honest reviews, and never buy fake ones (here is how shoppers spot fake reviews).
5. Keep your site fast, secure and easy to check out. More ideas in our ecommerce conversion rate guide.

FAQ

Does Google Trusted Stores still exist?

No. Google closed the program in 2017 and replaced it with Google Customer Reviews.

Can I still apply to become a Google Trusted Store?

No. Today you set up a Google Merchant Center account. Google may award a Top Quality Store badge based on your store’s performance, without an application.

Did Google Customer Reviews keep purchase protection?

No. Only the seller ratings part carried over. The purchase protection offered by Trusted Stores was retired.

How do I get the Top Quality Store badge?

Offer fast shipping, a clear return policy, a good-quality website and earn positive reviews. Check the Store Quality scorecard in Merchant Center for your status and tips.