What Sitejabber does

Sitejabber, operating under the consumer-facing brand SmartCustomer, is a Menlo Park-based online review platform founded in 2007 that aggregates user-submitted reviews of online businesses across categories including clothing, marketplaces, dating, wholesale, electronics, office supplies, jobs, and legal services. The platform's core product is a destination website (smartcustomer.com / sitejabber.com) where consumers can browse and write reviews, supported by browser extensions on Chrome, Firefox, and Microsoft Edge that overlay live business ratings during the shopping session. Trust and safety is enforced through a combination of algorithms, human moderators, and community flagging, with an explicit policy that businesses cannot pay to remove reviews or offer incentives for them — claims reinforced by tier-1 press coverage (CNN, CBS, Forbes, NBC, US News, ABC) and Google Partner status.

The business model is dual-sided but primarily consumer-traffic driven. The consumer side is free and monetized implicitly through SEO traffic, category landing pages, and likely affiliate or display revenue tied to outbound shopping intent. The 'For Business' lane on the site indicates a parallel SMB side offering business profile/claim functionality, with monetized reputation tools for merchants; pricing, ARR, and contract structures are not publicly disclosed in the available data and revenue is marked as unavailable. The company has no disclosed API, SDK, integrations, or app, and its operating geographies, headcount, and ownership structure are not stated in the source material. A notable governance event is the 2025 FTC enforcement action under 'Operation AI Comply,' where Sitejabber was sanctioned alongside three other firms for deceptive AI marketing claims, resulting in fines and injunctive relief — a material risk signal that constrains how the company can market AI-related features going forward.

Name

Sitejabber

Legal name

Sitejabber

Website

https://sitejabber.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Sitejabber (operating as SmartCustomer) is a Menlo Park-based consumer review platform founded in 2007 that aggregates user-submitted business reviews across e-commerce, dating, electronics, legal, and other categories to help shoppers evaluate online merchants.

Ownership category

akta.pro rank

Product category

Consumer Review Platform

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Search, Review & Ratings Management (SEO/Content/Platforms/Local Listings) (MPAAAOAC)

akta.pro secondary industry

Marketplace & E-commerce Trust & Safety (Listings, Sellers, Reviews) (BPAAALAB)

Keywords

• Consumer review platform
• Business reputation management
• Customer feedback software
• Browser rating extension
• Online business reviews

Headquarters

HQ city

Menlo Park

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Distribution channels2 records

Marketing channels3 records

Core offering

Sitejabber (branded as SmartCustomer) operates an online consumer review platform that aggregates user-submitted reviews of online businesses across categories such as clothing, marketplace, dating, electronics and legal. It also offers a browser extension that displays live business ratings while users browse, and a separate "For Business" portal where merchants can claim their listings, collect customer feedback and monitor their reputation.

Product overview

Sitejabber is a consumer review platform that aggregates and publishes reviews of businesses and websites to help consumers make informed purchasing decisions. The platform collects user-submitted reviews across various categories including e-commerce, services, and digital products.

Differentiator

Problem solved

Functional benefit

Products and services

• SmartCustomer Reviews (consumer review website) Web-based consumer review platform that lets buyers browse, read and write reviews of online businesses to make more informed purchasing decisions. Free for consumers.
• SmartCustomer Browser Extension Browser extension available on Chrome, Firefox and Microsoft Edge that overlays live business ratings and trust signals while users browse, helping them identify trustworthy sites in real time.
• SmartCustomer for Business Dedicated merchant portal at smartcustomer.com/business that lets online businesses claim their listing, collect customer feedback, monitor reviews and manage their reputation on the SmartCustomer platform.

Quantifiable outcome

• Over 200 million buyers helped make better purchasing decisions online

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Tripadvisor: Major consumer review platform with category-specific verticals (restaurants, hotels, attractions) and a paid business listings product; analogous review-monetization mechanics in a different vertical.
• Bazaarvoice: Enterprise review and user-generated content platform serving large retailers and brands; comparable B2B review-infrastructure layer though at the enterprise tier above Sitejabber's SMB focus.
• Google Business Profile: Google's free business listing and review surface integrated into Search and Maps; functions as a free alternative to Sitejabber and the dominant source of consumer business reviews.

Direct peers

• Trustpilot: Public consumer review platform that lets users post reviews of businesses and offers paid reputation tools to merchants — the most direct competitor to Sitejabber/SmartCustomer across both consumer and B2B sides.
• Better Business Bureau (BBB): Non-profit consumer protection and business ratings organization accredited across North America; comparable trust-and-ratings positioning and overlapping SMB customer base with Sitejabber.
• G2: B2B software and services review marketplace with paid vendor profiles; comparable review-aggregation business model though focused on SaaS rather than consumer e-commerce.
• Feefo: Verified-review platform for online retailers with a paid merchant product; a direct SMB-tier competitor with similar review-verification positioning to Sitejabber.
• Yelp: Long-established consumer review platform with millions of business reviews and a paid advertising product for merchants; competes directly with Sitejabber for SMB reputation spend and consumer mindshare.
• ResellerRatings: Review platform dedicated to online retailers, with a seller certification and reputation product; mirrors Sitejabber's e-commerce-merchant focus and category coverage.
• ConsumerAffairs: Consumer review and comparison platform focused on brands and service providers; closely aligned with Sitejabber's mission of helping buyers verify online businesses and avoid scams.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sitejabber

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sitejabber