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Safe Online Shopping: How to Spot Fake Websites and Protect Your Money
How to check whether an online shop is genuine, the safest ways to pay, and what to do in the UK if you've been scammed when shopping online.
Fake online shops are everywhere, especially around Black Friday and Christmas and on social media adverts. They copy real brands' photos, offer huge discounts and then send nothing, or something very different. Here's how to tell a real shop from a fake, and how to pay so you're protected if things go wrong.
Warning signs of a fake shop
- Prices that are far too low for branded goods, such as 70–90% off designer items, popular trainers or the latest gadgets.
- A strange web address, for example the brand name plus "outlet", "sale" or "uk-store", or an unusual ending.
- No real contact details: no UK address, only a contact form, or an email address on a free service.
- Payment by bank transfer only, or a request to pay via a payment app's "friends and family" option.
- Poor spelling and grammar and policies that look copied and pasted.
- Reviews that are all on the site itself. Search for the shop's name plus "reviews" or "scam" on other websites instead.
Quick checks before you buy
- Type the brand's website address yourself instead of clicking an advert.
- For a UK business you can look up the company on Companies House, which is free to search. A shop claiming to be a UK limited company should appear there with a matching name.
- Look for a returns policy and a real postal address.
- Remember that the padlock symbol only means your connection is encrypted. Scam sites have padlocks too.
The safest ways to pay
| Payment method | Protection |
|---|---|
| Credit card | Strongest. For purchases between £100 and £30,000, Section 75 of the Consumer Credit Act means the card provider can be jointly liable if things go wrong. |
| Debit card | Good. You can ask your bank for a "chargeback" if goods don't arrive or are faulty (this is a scheme run by card networks, not a legal right). |
| PayPal (goods & services) | Good. Buyer protection may apply to eligible purchases. |
| Bank transfer | Weakest for buying from strangers. Money can be very hard to get back. |
Buying on Facebook Marketplace and similar sites
Where possible, see the item in person and pay on collection. Be suspicious of sellers who want a deposit by bank transfer before you've seen anything, or who suddenly can't meet. Never move the conversation and payment off the platform if the seller asks you to.
If you think you've been scammed
- Contact your bank or card provider immediately using the number on your card. Tell them it's a scam and ask about a chargeback or Section 75 claim.
- Report the website so it can be investigated and taken down. You can report scam websites through the National Cyber Security Centre.
- If you created an account on the site, change that password and any matching ones (see our password guide).
- Keep screenshots, emails and receipts as evidence.
Golden rule: if a deal makes you think "that can't be right", trust that instinct.