Buying online is convenient, but it pays to recognize these online store scams
11 Red Flags That a Shopping Site Is Fake—and About to Steal Your Money
Updated on Apr. 23, 2025
The URL doesn’t look safe
Knowing how to spot potential red flags in a URL is a quick and easy way to stay safe, so Eaton says the first thing to look for is whether the URL is different from the company’s listed URL. For example, Costco‘s website is Costco.com—any variation from this official website address points at an online store scam.
Scammers will mimic (aka mirror) the company’s real URL as closely as they can, so be observant. “They’ll do subtle things,” Eaton says, like substituting letters with numbers, such as an ‘l’ for a ‘1,’ to try to trick consumers into thinking they’re at the real site. When you glance up at the address bar nothing looks amiss.
Companies sometimes protect themselves by purchasing similar-sounding URLs, which redirect accidental keystroke entries back to their legitimate site. But if you land on an overly wordy URL like “OfficialNikeDiscountedShoes [dot com],” you should know it’s not actually coming from Nike.
The URL is missing the “s” in “https”
Eaton says you should always double-check whether the URL starts with https or http. Don’t skip this step—it could be the difference between staying safe and having to repair the damage from a stolen identity. It turns out that little “s” has a big impact in avoiding online store scams.
“Almost every major website—including all the top retailers—now use https, because the ‘s’ denotes a higher level of security,” Eaton says. “But http sites are usually cheaper, so some scammers will try to cut corners by choosing an http site.”
You scrolled to find the site
Sites that are buried past the first few pages of a web search can be a red flag for online store scams, Eaton says. If you scrolled and scrolled to land on the site, take extra precaution.
“These scam sites don’t usually appear on the first page of Google, but if you keep changing your search criteria and dig long enough, you’ll eventually find one on page 11, 12 or 13,” Eaton says.
We all love a bargain, and there are plenty of places to find sales and discounts online. The problem is, a lot of these deals are scams and not a good deal at all. Without due diligence, you risk receiving a counterfeit item—if you receive anything at all—and losing your money.
You saw an ad on social media
If you run across a great bargain on a message board or comment section, Eaton says to be extra cautious. That kind of “advertising” doesn’t cost anything, beyond the few seconds it took to post the comment.
“These scammers aren’t going to buy ads, because they can’t afford it, but they can definitely bankroll social media campaigns or low-level SEO manipulation,” Eaton says. Although legitimate companies send out text and email campaigns, and advertise on social media, be careful if communication is unsolicited or if you see other red flags.
Just because you saw an ad on social media doesn’t mean it’s an online shopping scam, but take a closer look and make sure the site is legit before you proceed.
The language feels off
Eaton says it’s always wise to trust your gut. If you’re reading a text or email and the language feels off—maybe it’s unprofessional, or uses poor grammar—you should take a look at some of the other signs that the website the communication is advertising is a dupe.
“A huge percentage of online scammers come from non-English-speaking countries, so their choice of grammar will sometimes give them away,” Eaton says. “For instance, it’s highly unlikely that a billion-dollar, international mega-corporation like Nike would green-light an ad campaign that says ‘Buy Cheap Shoe Now!’ in the header.”
There’s a sense of urgency
“If you land on a website with a clock ticking down the seconds until the offer goes away, it might be an online scam store,” Eaton says. While it’s true that some sales expire—particularly when they’re tied to holidays—texts and email telling us it’s our “last chance,” are often manufacturing a false sense of urgency.
“Marketers call it FOMO—Fear of Missing Out—and it’s the secret sauce of so many sales scams,” Eaton says, adding that scammers don’t want to give you too much time to mull things over. “Time isn’t on the scammers’ side, because eventually their website will be taken down and they’ll be busted,” Eaton says. “The more time you have to think it over, the less likely you’ll fall for it.”
Too-good-to-be true savings
Eaton says scammers often combine several of our list’s red-flag tactics—which is a red flag in itself—but incredible savings are almost always part of the scam.
“They promise unbelievable, once-in-a-lifetime savings—because otherwise, why would you bother?—but the crazier the savings, the less likely it’s legitimate,” Eaton says.
You probably know already that prices that seem way off from the norm is a huge sign of an online store scam. But if we think we can get two brand-new iPads for the price of one, it’s easy to ignore our instincts.
Too many good reviews (or none at all)
Eaton says some fake shopping sites have zero reviews, while others have too many good reviews. “They juice-up their scams by creating sister accounts that flood the system with glowing, hyperbolic reviews,” she says. “If all the reviews are five-stars, a similar length, a similar style and over a compressed timeline—pay attention.”
Eaton says the presence of chatbots complicates things, because it’s an easy way for cyber thieves to generate positive reviews. So be discerning. “Public opinion is almost never unanimously effusive,” Eaton points out. “Someone, somewhere, will find something to complain about!”
The customer service information looks questionable
Scammers know there are some things they need to include to make a fake shopping site look legitimate, and how to contact them is one of those things. These scammers don’t care about you—they’re definitely not taking returns—but they have to list an email or phone number under the “contact us” section.
Let’s say you’re shopping online at a website claiming to be a Publix grocery store. If you check out the customer service email and it’s going to a Hotmail account, back away. “A big company like Publix would direct email inquiries to an address they own and control, not one that’s controlled by Google, Yahoo or someone else.”
The company offers a variety of payment plans
Many legitimate sites offer payment options. You can use a credit card, or digital wallet options like PayPal and ApplePay. But if you’re seeing a payment plan option, you should beware. Scammers don’t care if you make one payment or 50: They’re trying to entice you to give up your credit card information.
“They just want your data, and they want it ASAP,” Eaton says. They’ll do whatever it takes to get you to click “buy now.” Once you do, they’ll either steal your information, or charge you every month until they can no longer get away with it.
Also, watch for scammers trying to get you to pay with cryptocurrency and gift cards. Eaton says credit cards offer protection from fraud, but many alternative payment options do not: Once the money is gone, it’s gone.
Website quality looks iffy
Last but not least, pay close attention to the site itself, looking for things that don’t make sense. Pay attention to the quality of the photos and how they’re cropped. The search feature should not be glitchy, and the website should not have a bunch of broken links.
“Legitimate companies have professional copywriters,” Eaton says. “Rolex, Ralph Lauren and Ray-Ban won’t litter their website with sales copy that’s awkward, stilted or misspelled.” If the website looks amateurish, it’s most likely a fake shopping site.
How to shop safely online
Knowing how to detect fake shopping sites and online store scams is only part of the picture. It’s also important to use smart online shopping strategies everywhere, even on known legitimate sites. Here’s what to do:
- Use a credit card. “Credit cards are federally protected against fraud, but debit cards lack the same protections,” Eaton says. “If you used a credit card and were defrauded online, you almost always have an opportunity to recover your money.”
- Google the name of the company. It seems simple, but Eaton says running the company’s URL, domain name or sales offer through Google can often alert you to any known scams or other complaints from previous customers.
- Research the domain history. It’s not foolproof, but if a site was just created a few days ago, it’s worth a deeper dive into whether it’s an online store scam. “If a site was created 15 years ago, chances are it’s already been vetted,” Eaton says.
- Stick with the app. Eaton says it’s usually best to buy through the official app of companies you use regularly, instead of their website. “It eliminates the risk of counterfeit stores,” Eaton says. “Just make sure you downloaded the real app and not a counterfeit one, because that’s a scam, too!”
About the experts
|
Why trust us
Reader’s Digest has published hundreds of articles on personal technology, arming readers with the knowledge to protect themselves against cybersecurity threats and internet scams as well as revealing the best tips, tricks and shortcuts for computers, cellphones, apps, texting, social media and more. For this piece on online store scams, Jaime Stathis tapped her experience as a journalist who has written dozens of articles about scams and digital security for Reader’s Digest to ensure that all information is accurate and offers the best possible advice to readers. We rely on credentialed experts with personal experience and know-how as well as primary sources including tech companies, professional organizations and academic institutions. We verify all facts and data and revisit them over time to ensure they remain accurate and up to date. Read more about our team, our contributors and our editorial policies.
Sources:
- Federal Trade Commission: “New FTC Data Show a Big Jump in Reported Losses to Fraud to $12.5 Billion in 2024”
- Monica Eaton, CEO of Chargebacks911; interviewed, April 2025
