Helpful Tips for Safe Online Shopping

McAfee

Nov 14, 2025

13 MIN READ

Thanksgiving—not before Halloween as we see things in stores and online now. It seems like the holiday season and decorations start earlier and earlier every year.

But one thing that hasn’t changed is that Black Friday is still a big shopping day. With the advent of online shopping has emerged Cyber Monday, another big sale day for online shoppers on the first Monday after Thanksgiving.

Although many of us may take advantage of these great deals that the holidays offer, we also need to be aware of the risks. Online shopping is a fun and convenient way to make purchases, locate hard-to-find items, and discover bargains, but we need to take steps to protect ourselves.

This guide looks at the methods and warning signs behind online shopping scams, shows you how to recognize fake shopping apps and websites, and shares tips for staying safe online.

Online shopping safety amid growing e-commerce concerns

Online shopping has become a cornerstone of American life. CapitalOne Shopping projects American online spending to reach $1.34 trillion in 2024 and exceed $2.5 trillion in 2030.

With such a massive sum at stake, cybercriminals are laser-focused on taking a share of it, posing financial risk to the 288 million Americans who shop online. As e-commerce grows, so does fraud. In 2024, e-commerce fraud was valued at $44.3 billion, a number seen to grow by 141% to $107 billion in 2029.

Be that as it may, there are many smart shopping habits you can apply to dramatically reduce your risk of becoming a victim of online shopping fraud and enjoy the convenience and benefits of online commerce.

Common online shopping scams

Online shopping scams are designed to look normal—at first glance—especially during busy sale seasons when we’re distracted by a million preparations, moving fast, and chasing deals. These are the very circumstances that fraudsters bank on to victimize you into taking the bait. Being aware of the common scam indicators will help you pause and think, recognize trouble early, and protect both your money and your personal information.

Non-delivery scams: You pay for items that never arrive, often from fake storefronts or fraudulent sellers who disappear with your money. The seller might have required you to pay through a wire transfer, cryptocurrency, or gift card, methods that are indisputable and untraceable. If you check the website, it may look new and have no customer reviews or suspiciously have only perfect 5-star ratings. It may also offer prices that are significantly below market value.
Counterfeit goods scams: You receive knock-off products instead of authentic brand-name items, particularly affecting electronics, cosmetics, and luxury goods. On closer inspection, you will notice spelling errors in brand names or product descriptions, the prices seem too good to be true for premium brands, and sellers have no proof of authenticity or authorized dealer status.
Bait-and-switch scams: Attractive deals lure you in, but you’re pressured to buy different, more expensive items or receive products that don’t match what was advertised. This type of scam is usually characterized by items that are always “out of stock,” but offer readily available, more expensive alternatives. The seller also applies high-pressure sales tactics or limited-time offers that prevent you from comparison shopping, while the product descriptions are vague or don’t match the images shown.
Refund and overpayment scams: In this scheme, scammers will pose as buyers who “accidentally” overpay you for items you’re selling, then request you to refund the difference before their original payment bounces. They will also use payment methods that can be reversed such as checks or money orders, then ask for a refund and suggest sending shipping companies to collect items before the payment clears.
Website and marketplace impersonations: Fake websites designed to look like legitimate popular brands can steal your payment information and personal data. Watch out for websites that have slightly misspelled URLs or don’t use secure HTTPS encryption as marked by the padlock icon in your browser, as well as missing or incomplete contact information, privacy policies, or terms of service.
Product return fraud: Scammers exploit return policies by selling you used, damaged, or counterfeit items while making returns and refunds difficult or impossible through fake or non-existent customer service. Their return policies are overly complicated, buried in fine print, or require original packaging that wasn’t provided. They will disappear from marketplaces immediately after the return period expires.

A guide to knowing if a shopping website is legit

Safe online shopping starts with recognizing the hallmarks of legitimate retailers. Before you enter any payment details, take a moment to verify that the website you’re shopping on is genuine. Scam stores can look polished and convincing, but they often leave behind subtle clues. Here are quick ways to check their authenticity:

Verify the website URL: By typing the URL directly into your browser rather than clicking links from emails or ads, you will avoid typosquatting scams—fake websites with URLs that look almost identical to real retailers, except for slight misspellings. Look for clear return and shipping policies. Read the fine print to understand your rights if something goes wrong.
Confirm physical address and customer service: Real businesses provide multiple ways to contact them, including a physical address, phone number, and email.
Evaluate pricing for realism: The prices are too good to be true, especially for high-demand or hard-to-find items. Many legitimate retailers now offer price-matching policies, allowing you to get market-average or competitive prices.
Check for verified customer reviews: Look for reviews on independent platforms like Google, Yelp, or Trustpilot rather than relying solely on testimonials on the retailer’s website. Cross-reference feedback across multiple platforms.
Ensure secure payment options: Look for HTTPS in the URL and avoid sites that only accept wire transfers, gift cards, peer-to-peer payment apps, or cryptocurrency. For online purchases, check that the seller offers secure payment options with dispute protection, such as digital wallets and/or credit cards.
Research domain age and registration: Use WHOIS lookup tools to check when the domain was registered. Fraudulent sites are usually newly created domains designed to disappear quickly after collecting payments. In addition, established retailers and official brand websites have invested heavily in solid security infrastructure and payment processing, customer protection programs, fraud prevention systems, and long-standing relationships with credit card companies that smaller or unknown sellers often lack.
Check the Better Business Bureau: Search for the seller’s company on the Better Business Bureau to see their rating, complaint history, and accreditation status, and help you identify potential risks before making a purchase.
Pay attention to browser safety warnings: Modern browsers like Chrome, Firefox, and Safari will warn you about potentially dangerous or untrustworthy sites. Google’s Safe Browsing technology blocks millions of unsafe sites daily, so don’t ignore these warnings when they appear. Some comprehensive security tools also include web protection that alert you against dangerous links and downloads, malicious websites, and more.
Verify secure checkout processes: Legitimate sites use SSL (Secure Sockets Layer) encryption during checkout, which you can confirm by looking for “https://” and a lock icon in your browser’s address bar.

11 Tips for safe holiday shopping online

Be extra vigilant: Cybercriminals send millions of fake shopping emails that contain suspicious links, with the aim of exploiting your anxiety over catching that amazing deal or deliveries. For example, you might receive an unexpected “Amazon Prime renewal” email or a text from UPS, FedEx, or other carriers when you didn’t purchase anything online. These phishing emails and texts contain malicious links designed to steal your personal information or install malware on your devices. Don’t click the link. Verify delivery notifications through your account or the carrier’s official website or app, then delete the scam email or text immediately.
Stick with trusted sellers: When shopping on marketplaces, stick with your trusted online retailers and sellers with high ratings, extensive review histories, and “fulfilled by” programs where the main platform handles shipping and returns. Download retailer apps directly from official app stores rather than third-party sources, as these include enhanced security features and exclusive customer protections.
Check the site’s web address: Always type retailer URLs directly into your browser’s address bar or use your bookmarks. Once you arrive at a site, make sure it is the correct URL such as www.amazon.com and not www.amazan.com. Purchase directly from official brand websites or authorized retailers, and verify seller credentials through the brand’s official dealer locator when shopping on marketplaces.
Check that the site is secure: Some people cannot tell if a site is secure. Some things to look for on a secure site include:
- A web address that starts with HTTPS instead of HTTP, indicating that encryption is used to protect your information.
- A lock symbol beside the URL, proper SSL certificates, and several contact methods.
- A security seal, such as the McAfee SECURE™ trustmark, indicating that the site has been scanned and verified as secure by a trusted third party. This security seal indicates that the site will help protect you from identity theft, credit card fraud, spam, and other malicious threats.
Pay with a credit card or digital wallet: Credit cards offer better protection against fraud than debit cards. You won’t be liable for fraudulent purchases, while cyberthieves won’t be able to drain your bank account if they get your account log-in credentials. Better yet, use a virtual credit card number or a digital wallet such as Apple Pay or Google Pay to prevent your actual card details from being stored on merchant sites. Also, avoid storing your credit card information on new or questionable sites to reduce your exposure if those sites experience security breaches.
Take note of shipping and return policies: Always review shipping timelines, return windows, and refund policies before completing your purchase. Not reading the fine print can leave you stuck with unwanted purchases or unexpected fees.
Validate social media sellers: Shopping directly through social media platforms or unknown sellers bypasses traditional consumer safeguards. Before you buy from a social media seller, verify their legitimacy, check for customer reviews outside the platform, and use payment methods that offer dispute resolution.
Keep communications on-platform: Never move conversations or payments outside the marketplace platform. Scammers often try to lure buyers to external communication channels or direct payment methods to circumvent buyer protections. Legitimate sellers understand that platform policies protect both parties and will keep all interactions within the official channels.
Do not use a public computer or Wi-Fi when shopping online: Strangers may be able to access your browsing history and even your login information on shared devices or over unsecured public Wi-Fi. To protect yourself, do all of your online shopping from your home computer or your personal mobile device.
Make sure you have a clean computer or mobile device: Make sure you have up-to-date security software on all your devices to safeguard your privacy, protect against identity theft, and defend against viruses and online threats.
Keep a paper trail: Take a screenshot of product listings and advertisements before purchasing. Keep a copy of your order number and receipt, and note which credit card you used. When you receive your credit card statement, review it to make sure that the charge on your card is correct, with no extra fees.

The FTC also recommends these additional tips so you can enjoy all the advantages that online shopping has to offer and prevent risking your personal information.

Immediate steps to take if you ordered from a fake online store

Contact your credit card issuer immediately: Call the customer service number on the back of your card once you realize you’ve been scammed. Request a chargeback and explain that you received counterfeit goods, nothing at all, or that the merchant was fraudulent. You usually have 60 days from your statement date to dispute charges, but acting quickly improves your chances of a successful resolution.
Freeze or replace your payment card: Contact your bank or card issuer to freeze your current card and request a new account to prevent more unauthorized charges. If you used a debit card, this step is especially critical since debit card fraud protections are more limited than credit cards.
Change your passwords and enable two-factor authentication: If you created an account on the fake website, change your password immediately on your real account and any linked accounts such as email, banking, and social media. Enable two-factor authentication and think about using a password manager to generate and store unique passwords for each account.
Report the fraudulent seller to the platform or hosting service: Protect other consumers by reporting the fake store. If the site appeared in search results or social media ads, report it to those platforms. You can also report fraudulent websites to their hosting companies to take down fraudulent sites once notified.
File reports with federal and state authorities: Report the scam to the Federal Trade Commission (FTC) and the Internet Crime Complaint Center (IC3) to help authorities track scam trends and assist in investigations. Additionally, contact your state’s attorney general office, as many have consumer protection divisions that handle online fraud.
Save and organize all evidence: Document everything related to your purchase in both digital and printed formats: screenshots of the website, confirmation emails, receipts, payment records, and any communication with the seller. Save copies of your credit card or bank statements showing the charge. These documents are essential for your chargeback dispute and law enforcement investigations.
Monitor your credit report and identity closely: Keep a close eye on your bank and credit card statements, as well as credit reports from all three major bureaus—Experian, Equifax, and TransUnion—for suspicious activity, and place a fraud alert or credit freeze on your accounts if you’re concerned about identity theft.
Follow up on your chargeback and dispute process: Stay in regular contact with your credit card company about your dispute and provide additional documents promptly if requested. Be patient and persistent as the investigation process could take up to 90 days.

Final thoughts

Online shopping should feel exciting, not a dangerous undertaking you have to brace for, especially during the season of giving. It can be, with a few simple steps—checking the URL, looking for HTTPS, verifying the seller, paying with a credit card or virtual number, and trusting your gut when something feels suspicious. These small habits will keep your money and your identity where they belong: with you.

For increased safety while shopping online, seek out the help of a trusted security solution such as McAfee+ that will alert you of risky links and compromised websites to prevent identity theft or malware infection.

If this guide helps you, pass it along to someone you care about. Scams don’t just target individuals—they cascade into families and friend groups. The more we normalize safe shopping habits and increase our vigilance, the harder it is for fraudsters to win. If you ever feel unsure mid-purchase, take a breath and double-check. A few extra seconds now can save you a lot of stress later. Stay safe, and happy shopping!