WebwinkelKeur
WebwinkelKeur is a Dutch e-commerce trustmark and review platform serving approximately 9,700 SMB webshops in the Netherlands and Belgium via subscription-based certification, automated review collection, and 22+ e-commerce platform integrations.
- Company typePrivate
- Founded2010
- HeadquartersEnschede, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What WebwinkelKeur does
WebwinkelKeur B.V. is a Dutch e-commerce trust and review platform that sells an integrated trustmark (Keurmerk) and automated review-collection system (Reviewsysteem) to small and medium-sized webshops in the Netherlands and Belgium. The Keurmerk verifies that a member webshop complies with Dutch and European e-commerce legislation (general terms, privacy policy, the new 2026 EU guarantee labels), while the Reviewsysteem automates post-purchase review invitations, displays ratings via sidebar/widget/tooltip integrations, moderates for authenticity, and distributes up to 50% of invitations to external platforms such as Google, Facebook, Trustpilot, and Kiyoh. The technical stack is a cloud-based platform with a documented JSON API and JavaScript SDK, plus native modules for 22+ e-commerce back-ends (Magento, WooCommerce, Shopify, Lightspeed, PrestaShop, OpenCart, Wix/ Ecwid, CCV Shop, Mijnwebwinkel, Shopware, and others), and a 2025-launched AI feature ("Slimme reacties") that suggests review replies in the PLUS tier.
Commercially, WebwinkelKeur operates a self-serve, product-led subscription model with three tiers: START at €12/month (15 review invitations), PLUS at €18/month (€9 in the first year, 150 invitations, including AI responses and multi-platform distribution), and PRO with 600 to 11,000+ invitations for higher-volume shops. The company is headquartered in Enschede, Netherlands, led by CEO Frank Hautvast, and operates with approximately 12 team members across support, legal, product, and engineering. It is privately held with no disclosed institutional funding, sits under the broader ValuedShops organizational umbrella, and has grown to roughly 9,700 member webshops since its 2010 founding. The addressable market is the Dutch and Belgian SMB e-commerce segment, where the combined proposition of legal compliance certification and review automation competes against global review platforms (Trustpilot, Kiyoh) and standalone trustmark providers.
WebwinkelKeur firmographics
Firmographics- Name
- WebwinkelKeur
- Legal name
- WebwinkelKeur B.V.
- Website
- https://webwinkelkeur.nl
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WebwinkelKeur is a Dutch e-commerce trustmark and review platform serving approximately 9,700 SMB webshops in the Netherlands and Belgium via subscription-based certification, automated review collection, and 22+ e-commerce platform integrations.
- Ownership category
- akta.pro rank
Where WebwinkelKeur is headquartered
LocationHeadquarters
- HQ city
- Enschede
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
WebwinkelKeur business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations, Others
Revenue model
- Subscription-based Certification and Review Services: Monthly subscription model with tiered packages (START, PLUS, PRO) providing certification marks, review collection systems, and integration tools. Revenue generated through recurring monthly or annual subscription fees, with discounts for annual payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | START package: Basic certification and review system |
| Subscription | Monthly | PLUS package: Enhanced features with automation |
| Subscription | Monthly | PRO package: Maximum scale and features |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
WebwinkelKeur product offering
Product offeringCore offering
WebwinkelKeur operates a cloud-based certification and review platform that combines a Dutch/European e-commerce quality mark (Keurmerk) with an automated customer review collection and display system. The service verifies webshops for legal compliance, distributes and moderates customer reviews, supplies legal document templates, and offers dispute mediation through an independent committee. Membership is delivered via tiered monthly subscriptions (START, PLUS, PRO) with integrations for 20+ e-commerce platforms and JSON/JavaScript APIs for custom implementations.
Product overview
WebwinkelKeur is a Dutch e-commerce trust and review platform operated by ValuedShops, offering a certification seal (Keurmerk) and review collection system (Reviewsysteem) as its two core components. The platform provides three membership tiers (START, PLUS, PRO) differentiated by review invitation volume and feature access. Integration occurs through pre-built modules for 22+ e-commerce platforms (Magento, WooCommerce, Shopify, PrestaShop, etc.) and via JSON API and JavaScript SDK for custom implementations. Key features include the floating Sidebar widget, customizable Review Widget, interactive Tooltip, automatic and manual review invitations, One-Click Reviews, Multi-platform Review distribution, Review Moderation, Product Reviews, and External Review aggregation. The PLUS tier introduces AI-powered 'Slimme Reacties' for automated review response suggestions. The platform also offers Google Seller Rating integration for advertising enhancement.
Differentiator
Problem solved
Functional benefit
Products and services
- WebwinkelKeur Keurmerk (Certification Seal) An independent trust mark (quality seal) for webshops that verifies legal compliance with Dutch and European e-commerce regulations. After a strict inspection, approved webshops may display the certification mark. Intended for online retailers seeking to demonstrate trustworthiness to consumers.
- Reviewsysteem (Review System) A complete review collection and management system for webshops. Automatically invites customers to leave reviews after purchase, displays ratings on the shop via interactive widgets (sidebar, tooltip, product reviews), moderates reviews for authenticity, and distributes reviews to external platforms such as Google, Facebook, Trustpilot, and Kiyoh.
- Slimme Reacties (AI Review Response Suggestions) An AI-powered natural language processing feature that generates suggested replies to customer reviews. Shop owners can publish the suggestions directly or adjust them to match their brand voice. Available as part of the PLUS package.
Quantifiable outcome
- Revenue increase of up to 15%
- +1 more outcomes
Companies that use WebwinkelKeur
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
WebwinkelKeur technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability2 records
Feature7 records
WebwinkelKeur partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Mandrill (by Mailchimp)coreEmail delivery service for automated review invitations sent to customers. Mandrill handles the automatic sending of mailings on behalf of WebwinkelKeur's certification brand.
- MailchimpcoreNewsletter and automated message campaigns for the certification brand. Used for monthly newsletters and automated messages about certifications.
- Help ScoutcoreCustomer service and communication platform for handling member and visitor correspondence, customer questions, and support requests. Also used to gather feedback on service quality.
- MoneybirdcoreAccounting and administration software used for tracking expenses and income. Also handles invoice sending via post.
- Hetzner OnlinecoreWeb hosting provider for the website, with servers located in Germany. Does not store personal data directly.
- DigiDispuutcoreDispute resolution committee that assists in conflicts where a legal ruling is desired by appointing an independent lawyer. Consumers can request a ruling in case of disputes.
- Verified ReviewsminorPartnership enables Google Seller Rating feature through Verified Reviews' partnership, providing stars in Google Ads and Shopping for members at additional cost.
- GooglecoreExternal review platform that can be integrated for multi-platform review requests. Up to 50% of review invitations can direct to Google for review collection.
- FacebookcoreExternal review platform that can be integrated for multi-platform review requests. Part of the feature allowing balanced reputation across platforms.
- TrustpilotcoreExternal review platform that can be integrated for multi-platform review distribution. Available as one of the external sources for the multi-platform feature.
- KiyohcoreExternal review platform that can be integrated for multi-platform review distribution. Available as one of the external sources for the multi-platform feature.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
WebwinkelKeur competitors and assessment
Company assessmentBroad incumbents
- Yotpo: E-commerce review, loyalty, and UGC platform that overlaps with WebwinkelKeur on product reviews and widgets for Shopify, WooCommerce, and Magento merchants. Targets the same e-commerce software stack but at larger customer scale.
- Bazaarvoice: Enterprise-focused ratings, reviews, and user-generated content platform serving large retailers and brands. Operates in the same review-collection category but targets larger customers than WebwinkelKeur's SMB focus.
- Google Customer Reviews: Google's free seller review program integrated into Google Ads, Shopping, and Search. Provides a free alternative to paid review platforms and is directly referenced as an integration partner for WebwinkelKeur's multi-platform feature.
Direct peers
- eKomi: European review and customer feedback platform serving SMB and enterprise webshops with verified reviews, ratings, and trust seals. Competes on the review component across Germany, Netherlands, and other European markets.
- Feedback Company: European review platform headquartered in the Netherlands that collects, verifies, and publishes customer reviews for webshops. Strong geographic and product overlap with WebwinkelKeur's NL/BE customer segment.
- Thuiswinkel Waarborg: Dutch e-commerce quality mark and trade association offering certified trustmark membership to Dutch webshops. Direct substitute for WebwinkelKeur's Keurmerk on the certification side of the product.
- Kiyoh: Dutch-origin review platform for webshops with a very similar customer base and product overlap (review collection, widgets, multi-platform distribution). One of the most direct head-to-head competitors in the NL/BE SMB market.
- Trusted Shops: European trust seal and certification provider for online shops combining buyer protection with review collection. Closest like-for-like competitor to WebwinkelKeur's combined certification + review model, particularly in Germany.
- Trustpilot: Global consumer review platform that, like WebwinkelKeur, collects and displays verified customer reviews for online shops. Directly competes for SMB e-commerce review budgets, including in the Netherlands and Belgium.
Others
- Verified Reviews: European review collection partner that enables Google Seller Rating stars for advertisers. Listed as a GTM/integration partner in the data; overlaps with WebwinkelKeur on the Google seller ratings capability but serves more as an enabler than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
WebwinkelKeur social profiles
Digital presenceWebwinkelKeur financial estimates
Financial estimateRevenue estimate
Valuation estimate
WebwinkelKeur leadership team
Management profileNumber of profiles
Profiles12 records
WebwinkelKeur funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WebwinkelKeur M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WebwinkelKeur
What does WebwinkelKeur do?
WebwinkelKeur operates a cloud-based certification and review platform that combines a Dutch/European e-commerce quality mark (Keurmerk) with an automated customer review collection and display system. The service verifies webshops for legal compliance, distributes and moderates customer reviews, supplies legal document templates, and offers dispute mediation through an independent committee. Membership is delivered via tiered monthly subscriptions (START, PLUS, PRO) with integrations for 20+ e-commerce platforms and JSON/JavaScript APIs for custom implementations.
Is WebwinkelKeur a public or private company?
WebwinkelKeur is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WebwinkelKeur founded?
WebwinkelKeur was founded in 2010. It employs 11 to 50 people.
Where is WebwinkelKeur based?
WebwinkelKeur is headquartered in Enschede, Netherlands, in the Europe region.
How does WebwinkelKeur make money?
One revenue line is on record: subscription-based Certification and Review Services.
Who are WebwinkelKeur's main competitors?
Broad incumbents on record are Yotpo, Bazaarvoice and Google Customer Reviews. Direct peers are eKomi, Feedback Company, Thuiswinkel Waarborg, Kiyoh, Trusted Shops and Trustpilot. Verified Reviews is listed as an others.
Does WebwinkelKeur have an API?
Yes. WebwinkelKeur offers a JSON API for server-side integrations and a JavaScript integration for client-side functionality. The JSON API enables sending review invitations, retrieving invitations, adding product reviews, retrieving product reviews (JSON and XML formats), retrieving ratings, adding review replies, managing webhooks, and retrieving webshop data. The JavaScript integration enables the sidebar, tooltip, and widget functionality. API access requires a webwinkel-id and API key found in the member dashboard. Developer documentation is at docs.webwinkelkeur.nl.