Which review badge matters in each CEE country (CZ, SK, HU, RO, BG)
If you sell into one Central or Eastern European country, you learn one comparison site and one trust badge. Cross a border and the site changes, the badge changes, and the name on it is suddenly in a language you may not read. This guide is the map: country by country, what the local review badge is called, what it takes to earn it, and how to keep one Shopify store feeding all of them.
This is a hub page. Each market below has a deeper guide linked from it, so use this to get oriented and then jump to the country you are launching in.
Why every CEE market has its own trust badge
Shoppers in this region lean heavily on reviews before they buy, and they trust the local comparison site more than a generic star rating on your own storefront. The badge a customer recognizes in Prague is not the one a customer recognizes in Sofia. So the same store, sold across five countries, needs five different trust signals - each earned on the platform that country's buyers actually use.
The good news is that the rules rhyme. Most of these badges are free, collect reviews only from verified buyers, send a questionnaire roughly 10 days after purchase, and award the badge once you hold an average around 4.2. Once you understand one, the others are variations on a theme.
The Heureka Group thread that ties them together
Most of these comparison sites belong to one company: the Heureka Group, which operates across several CEE markets and reaches roughly 23 million monthly users and tens of thousands of e-shops. Heureka itself (Czechia, Slovakia), Árukereső (Hungary), Compari (Romania) and Pazaruvaj (Bulgaria) are all members of that group. That shared parentage is why the verified-buyer model, the ~10-day questionnaire and the ~4.2 average keep reappearing under different names.
The main exception is Czechia, which has two strong comparison sites rather than one: Heureka and Zboží.cz (the latter run by Seznam.cz). If you sell to Czech customers, you are dealing with both.
Czechia - Heureka "Ověřeno zákazníky" + Zboží.cz ratings
Czechia is the one market where you should think about two platforms.
Heureka "Ověřeno zákazníky" (Verified by Customers) is the badge most Czech and Slovak shoppers look for. It is a free program: after each order the buyer gets a satisfaction questionnaire, and stores that maintain high ratings earn a blue or gold certificate. The blue certificate needs tens of reviews over 180 days and at least 90% of customers recommending you; gold needs hundreds of reviews and at least 97% recommending. See the full walkthrough in Heureka Ověřeno zákazníky: what it is and how to set it up.
Zboží.cz, run by Seznam.cz, is the country's other major comparison site. Its reviews work differently: you do not "switch reviews on" so much as deploy the standard conversion code with the customer's email, and Seznam emails verified buyers to rate you (day 7 for the shop, day 30 for the product). Ratings show once you have at least four reviews. Details are in Zboží.cz reviews: how verified-customer ratings work.
Slovakia - Heureka.sk
Slovakia is the simplest case if you already handle Czechia: it runs on Heureka.sk, the Slovak arm of the same Heureka platform, with the same Ověřeno zákazníky program and the same blue/gold certificate logic. In practice, the work you do to earn the Czech Heureka badge carries straight over - you are dealing with one program across two countries, with prices and language localized per market. The Heureka guide covers both.
Hungary - Árukereső "Megbízható bolt"
In Hungary the comparison site is Árukereső.hu, the market leader, and its trust badge is "Megbízható bolt" (Reliable Shop). It is a free certification with two visible tiers: a green frame for stores with at least 10 reviews and an average of at least 4.2, and a stronger green background for stores with around 60 reviews and an average of at least 4.6. As with the rest of the group, only verified buyers are surveyed after purchase. The badge is not just decorative - Árukereső's ratings feed listing rank, so it affects placement, not only image. The full guide, including registration and the WebAPI/widget setup, is in Árukereső "Megbízható bolt": what the trusted-shop badge is and how to earn it.
Romania - Compari "Magazin de încredere"
Romania's site is Compari.ro, the Romanian sibling of Árukereső and Pazaruvaj. Its badge, "Magazin de încredere" (Trusted Shop), comes in a blue level (enrolled, not yet enough reviews) and a green level (at least 10 reviews in the last 90 days and an average of at least 4.2). Verified buyers are surveyed roughly 10 days after purchase about service, ordering and delivery, and you get a live-rating widget for your own site. It is free. See Compari.ro "Magazin de încredere": the Romanian trusted-shop program.
Bulgaria - Pazaruvaj "Коректен магазин"
Bulgaria runs on Pazaruvaj.com, and its badge is "Коректен магазин" (Korekten magazin, "Correct/Trusted Shop"). This one is the cleanest rule of all: keep an average of at least 4.2 over the last 90 days and you hold the badge; let it slip and the badge is removed, because the window is rolling and recalculated continuously. Reviews come from verified buyers via a questionnaire about 10 days after the order, the program is free, and activation takes roughly 20 minutes. The full setup is in Pazaruvaj "Коректен магазин": Bulgaria's trusted-shop badge, explained.
Fashion and home cut across borders - GLAMI and FAVI
Two more platforms do not map to a single country but to a category, across most of the region.
GLAMI is the fashion discovery platform across many CEE markets. Its post-purchase survey covers product and shop satisfaction, and once you collect enough reviews you earn the "TOP E-shop" badge. The prerequisites people skip are the consent pop-up and DNS configuration so the survey emails send from your own domain.
FAVI is the equivalent for furniture and home, also multi-country. FAVI Extra is its free review service for both products and shop quality, and the reviews feed catalog position - review requests are timed to your delivery estimate rather than a fixed day.
If you sell fashion or home goods, you are likely running GLAMI or FAVI on top of the per-country comparison sites above, not instead of them.
A quick comparison table
| Country | Platform | Badge | Basic threshold | Cost |
|---|---|---|---|---|
| Czechia | Heureka | Ověřeno zákazníky (blue/gold) | Tens of reviews / 180 days, ≥90% recommend (blue) | Free |
| Czechia | Zboží.cz | Verified rating % | ≥4 reviews to show a rating | Free |
| Slovakia | Heureka.sk | Ověřeno zákazníky (blue/gold) | Same as Czech Heureka | Free |
| Hungary | Árukereső | Megbízható bolt (green frame/background) | ≥10 reviews, avg ≥4.2 (green frame) | Free |
| Romania | Compari.ro | Magazin de încredere (blue/green) | ≥10 reviews / 90 days, avg ≥4.2 (green) | Free |
| Bulgaria | Pazaruvaj | Коректен магазин | Avg ≥4.2 over 90 days | Free |
The pattern is hard to miss: verified buyers, a ~10-day questionnaire, a ~4.2 average, and no fee. What changes per country is the name on the badge and the portal you log into.
How Feedyio helps
The common thread behind all of these badges is a clean product feed and the verified-review wiring behind it. Each platform reads a product feed you connect or upload in its own portal, and the review flow is tied to the store and orders behind that feed.
Feedyio is a Shopify app that generates correctly formatted product feeds for Heureka, Zboží.cz, Árukereső, Compari, Pazaruvaj, GLAMI, FAVI and 130+ other channels - with category mapping and hourly price and stock sync - plus the trust-badge and conversion integrations each program needs. To be clear about what that means: Feedyio produces the feed you connect in the channel's portal and wires up the review and conversion tracking; it does not list products through a marketplace API on your behalf, and the badges are still earned by your real customers' reviews. You manage every market from one place alongside your other product feeds and integrations.
Going cross-border in CEE and want one place to feed every comparison site and trust program? Try Feedyio free on the Shopify App Store.