13cabs.com.au
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The 13cabs Paradox: A Taxi Giant's Digital Dilemma
How Australia's largest taxi network struggles with a 1.3-star rating despite 700K monthly visitors
In an era of Uber disruption, 13cabs dominates Australia's traditional taxi market with 980 employees and $450M in revenue, yet their 1.3-star Trustpilot rating reveals a critical disconnect between digital scale and customer satisfaction. This is the story of a legacy giant fighting for relevance in a rideshare world.
"13cabs proves that in the taxi industry, scale doesn't guarantee satisfaction—digital dominance without service excellence is just expensive volume."
The Traffic Paradox
With 736,823 monthly visits and 66% coming from organic search, 13cabs has achieved remarkable digital visibility. Their brand is so dominant that '13cabs' (7,380 monthly searches) and '13 cabs' (3,330) outrank generic terms like 'taxi' (93,470). Yet this traffic concentration exposes a vulnerability: they're a destination site, not a discovery one. Users aren't finding them through comparison—they're searching for them directly because they need a taxi, not because they chose 13cabs.
The Trust Gap
The 1.3-star rating from 326 Trustpilot reviews is catastrophic for a service business. For every positive experience, there are likely 4-5 negative ones. This isn't a product problem—it's a systemic service failure. The tech stack (jQuery, Bootstrap, Swiper) suggests a mature, stable platform, but technology alone can't fix operational friction. The real question isn't about their codebase, but their dispatch reliability, driver quality, and customer service response times.
The company's leadership team reveals their priorities: Anna Tyun leads Passenger Experience, Mina Aslanidis handles Driver Services, and Sharad Nair drives Partner Growth. This structure suggests they're attempting to modernize from both sides—improving driver relations while enhancing customer experience. However, the 1.3-star rating indicates these efforts aren't translating to end-user satisfaction. The fundamental challenge isn't digital—it's operational excellence at scale.
- Dominant brand search volume (10,710 combined monthly searches for branded terms)
- Heavy reliance on organic traffic (66%) suggests strong SEO but potential vulnerability to algorithm changes
- Trustpilot rating reveals systemic service issues that technology can't solve
- Tech stack indicates mature platform but possible innovation stagnation
- 91% of traffic from undefined country suggests data tracking issues or regional concentration
The Bottom Line: Scale Without Satisfaction
13cabs has mastered digital visibility but failed at service excellence—the fatal flaw for any consumer-facing platform.
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Taxi Service - Book Rides In Melbourne, Sydney & Australia
Book a taxi anytime with 13cabs! Getting a ride has never been easier. Book a cab across Melbourne, Sydney, Adelaide, Brisbane, Perth & regional Australia.
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Reviews (20)
Excellent driver Manmeet
Excellent driving experience. Manmeet arrived within 10 minutes of booking. He is polite and friendly the ride was good and I hope I get him again.
Amazing ride
I just wanted to commend the driver who picked me up this morning from Tanilba Bay. Then transport to NewCastle Airport was the most courteous proactive person I have ever had the pleasure to be affiliated with. I can only apologise for not obtaining his cab no. Or name of the driver but the trip was booked ref 226126620. Hats off to 13cabs honestly I thought service like that was extinct. Anyways I will have second thoughts about using other services… Yeah 13cabs
Always fun having a bigot for a driver
Have had variable experiences with 13cabs Once had an immaculate car and pleasant driver, but was charged over $50 for a trip To a driver who was full on racist and misogynistic (to my mother) and the car was filthy as but the trip which was identical to the other cost $31 My mother didn't want to kick up a fuss, so I waited to post this, besides, looking at the other reviews, I suspect 13cabs needs to review their operational policy as regards driver conduct
Absolutely never use them!!!
Absolutely never use them!!!! Booked for a courier service. Supplied Driver number and all other details you expect for a short run urgent courier for insulin from the chemist. It’s a 5 min trip said completed earlier in the day and delivered. Lucky I called as no one turned up at all. It is a complete scam. I hope this website gets shut down before they can do anymore scams.
Blind Person Gets No Help Only Rudeness
I am totally blind. I called and booked a cab for 5 Pm on Monday 22 Dec 2025; from my home at 14 Stockdale Rd, Kewdale, to Rivervale Podiatrist. The driver was really rude, unhelpful and mean. I did not get a text or message from the company verifying my booking. I was standing at the front door outside my house a few minutes before 5 PM. The driver says he was there for a long time, and was calling me several times but I did not answer his call. On my end there was no calls or missed calls or text messages. I asked him what number did he call and he did not tell me. He did not even come to help me find the taxi. He just sat in the car and expected me to find him. It looks like he was not told that I was blind, and when he saw that I had a cane and was struggling to find the door, he just sat in his car and complained that I did not take his calls and he was about to leave. When I called the taxi company they did not communicate well or say anything helpful when I asked them if they had given him my correct number. This is because I was concerned that they might give my return driver the wrong number. I had also mentioned to the call centre when I called to make the booking that I was blind and had a PTSS card. This should also have been communicated to the driver. This is my first time in Perth and to use the card. The driver did not ask me for the PTSS card and just drove off, and because he was in such a bad mood and was rude, I forgot to tell him about my card. Halfway when I told him about my card, he was even more rude and said it’s too late and that I should have given it to him at the start. Then he was taking me to the wrong place, because he had 111 Orong Rd as the address for the Podiatrist. I told him that it was wrong and that the Podiatrist was 102 Kooyong Rd, Rivervale. I finally paid him the full amount and tried to pacify him. This is really a bad service on the part of the booking team if they did not convey the right info to the driver, and also a bad experience for a blind person newly moving to Perth and getting a rude driver on his first trip. It really makes me want to never use 13Cabs again. However the guy who picked me up at 6 PM from Rivervale Podiatrist to 14 Stockdale Rd was a nice guy. I only want the company to have a more professional process over the phone, and people who speak to you politely and make sure they get all your information and convey it correctly. Also that drivers do not get away with treating people badly for no fault of their own; especially people who are more needy of extra care.
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About 13cabs.com.au
Book a taxi anytime with 13cabs! Getting a ride has never been easier. Book a cab across Melbourne, Sydney, Adelaide, Brisbane, Perth & regional Australia.
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13cabs.com.au uses 27 technologies across their website including Vimeo, Font Awesome, Google Fonts, HSTS, and more.
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Traffic & Audience
13cabs.com.au receives approximately 736.8K monthly visitors and ranks #72,200 globally. The website has a bounce rate of 44% with visitors viewing an average of 3.0 pages per visit. Users spend an average of 2:51 on the site.
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