Trustpilot has launched a free toolbar designed to let web users know if e-tailers are trustworthy.
Once the toolbar is installed, net users will see a green, yellow or red icon displayed in the righthand side of their browser. The icon is determined by reviews of the e-tailer by other customers. Truspilot created a database of more than one million reviews of over 17,000 e-tailers.
This database has been used to assign a rating between 1 and 100 to every vendor. The higher the score, the more likely a vendor is to achieve a green icon rather than amber or red.
The traffic light signals will also appear next to search results when Google is used to search for a particular vendor.
"Many people use a search engine to determine whether or not they should purchase from a company. The problem is that you get millions of results - and it takes forever. The idea with TrustPilot is that we collect all the information and give one easy overview of it," said Peter Holten Muhlmann, CEO of TrustPilot