BBB Review Widget for Ecwid (by Lightspeed) — Free, Fills BBB's Embed Gap
BlooTrue's BBB Review Widget for Ecwid is a free, app-free embed that displays your BBB reviews on any Ecwid (Ecwid by Lightspeed) store. BBB does not provide an official embed widget for merchants — its Fusion API is gated for partner apps like Apple Maps and Trivago, not for self-service merchant embeds. BlooTrue fills that gap by pulling reviews from any public BBB business page and turning them into a paste-ready Ecwid embed. Ecwid is unusual compared to BigCommerce or Shopify: it's primarily designed to be embedded inside other websites (Wix, WordPress, Squarespace, Weebly, plain HTML) rather than be a standalone store. So the install path branches. For a standalone Ecwid Instant Site (Ecwid-hosted storefront with its own URL), paste the BlooTrue embed via the storefront editor's Code element. For embedded-Ecwid setups (the more common path), paste the embed on the host page's HTML widget instead — outside the Ecwid iframe — because the iframe is sandboxed and the reviews look better surrounding the Ecwid store. Ecwid was acquired by Lightspeed in 2021; the product is now Ecwid by Lightspeed but the dashboard still says Ecwid in most places. No BBB API key, no BBB Fusion application, no business-level claim required.
How to embed BBB reviews on Ecwid in 60 seconds
- Paste your BBB business profile URL (bbb.org/./profile/your-business-slug) into the configurator above.
- Pick a widget style and customize colors, theme, and layout.
- Click Copy Code to get the one-line HTML embed.
- Standalone Ecwid Instant Site: open Ecwid control panel → Sales Channels → Storefront → Edit Site, click + Add Element, drop in the Code element, paste, click Publish.
- Embedded Ecwid: paste the embed on the host page's HTML widget — Custom Code in Wix, Custom HTML block in WordPress, Code Block in Squarespace.
- Save / publish — your BBB reviews are live on Ecwid.
Why doesn't BBB have an official embed?
BBB's Fusion API is positioned as a partner-channel product (used by Apple Maps and Trivago) rather than a merchant self-service product. BBB does not publish a paste-ready embed widget the way Trustpilot publishes TrustBox or Google publishes Place Cards. Third-party widgets are the standard way Ecwid stores surface their BBB reviews — BlooTrue is the free option in that category.
