The explosion of e-commerce sites has changed how we shop today, providing access to millions of online stores with almost unlimited selections. With the growth of ecommerce, however, cyber criminals have devised more online scams to deceive consumers.

Just as you would take basic precautions in a brick-and-mortar store—perhaps hiding your PIN number while paying and making sure the business is legitimate—you should also practice safe shopping habits online.

Before making any purchase online, you can quickly verify if you’re dealing with a legitimate business by conducting a few simple checks. Here are eight ways you can avoid fake websites and other online scams and ensure that you’re dealing with legitimate companies and safe online stores.

1. Check the padlock in the address bar

When checking an e-commerce site’s credentials, start with the address bar. Always look for “https://” in the URL and a padlock icon in the address bar. Click the padlock and look at the dropdown menu that provides site’s valid certificate such as Secure Sockets Layer (SSL), which verifies that the web address belongs to the company, how many cookies are in use, other site settings, and whether your information is safe when sent to this site. This protection is quite good, but be warned that it is not perfect since some cybercriminals have been able to replicate these padlocks.

Hackers will use URLs that are very similar to a real site’s URL, for instance ‘amaz0n.com’ instead of ‘amazon.com’. Look for typos in the URL or use Google to see if a search takes you to the same page.

2. Verify the website’s trust seal

Trust seals, such as the Trusted Site certification, are stamps or electronic documents created by a certificate authority (CA) to authenticate the ownership of a public key and verify the identity of individuals and organizations. A trust seal also indicates that you are on a safe site and the company that displays the mark prioritizes cybersecurity. Click on it, and you should be taken to a web page that verifies the authenticity of the trust seal.

3. Use the Google Transparency Report

Google’s Safe Browsing technology crawls through billions of web addresses every day on the lookout for unsafe websites. The technology discovers thousands daily, including legitimate sites that have been compromised. If you happen to come to an unsafe website, an alert will pop up in your browser and on the Google search engine. You can also search specific URLs to see if a site has been compromised.

For larger purchases or newer companies, consider checking business registration records. In the U.S., you can search your state’s Secretary of State database to confirm the company is properly registered. For businesses requiring special licenses such as online pharmacies or financial services, verify they have the appropriate permits from relevant regulatory agencies.

4. Assess the company’s social media presence

It’s worth checking a company on social media to see if they appear to have a genuine following and legitimate posts. The Better Business Bureau (BBB) also has suggestions for spotting fake social media accounts, including those on LinkedIn, Facebook, Twitter, and Instagram. You should look for:

  • Accounts with poor or no content
  • Usage of stock, low-quality, or recycled images
  • Poor or no engagement with followers
  • Lack of transparency about who runs the account
  • Phony reviews
  • Links to phishing scams and malware

5. Study the company’s contact info

Another way to test the legitimacy of an online retail store is to check its contact information. A trustworthy business will provide a physical address, phone number, a professional email address using their company domain, and even live chat options. Be cautious if you only find a P.O. Box, generic email addresses such as Gmail or Yahoo, or no contact information at all. Try calling their phone number during business hours to see if you receive prompt, professional, and helpful responses from real customer support. You can also send a test email to see if it is delivered or returns with an error message.

6. Analyze the content, functionality, and look

Check if the e-commerce site looks professionally produced or was haphazardly thrown together. An authentic website from a legitimate business is well-made and will have consistent branding—logos, messaging, voice, contact information, and professionalism—across the website, social media accounts, and email communications. It will also feature a good user and customer experience, as well as well-thought out web design and functionality.

In terms of marketing tactics, pricing, and inventory details, be cautious of unrealistic deals or fantastic discounts such as 90% off. Check if items show realistic stock levels rather than vague “limited quantity” claims. Compare prices with other retailers to ensure they’re within a reasonable range.

Carefully review the fine print on return and warranty policies. Are they professionally worded or is there even one at all? Legitimate retailers typically provide clear, detailed information about returns, refunds, shipping times, and privacy practices, as well as offer 30-day return policies and honor manufacturer warranties. Delivery timeframes are realistic rather than promising “ships instantly” or claiming unusually long delays. Ensure the site discloses tracking information, uses recognizable shipping carriers, and keeps shipping costs reasonable. These documents should be easily accessible, typically linked in the website footer.

When it is time to check out an item, legitimate sites allow guest checkout. No need for you to give your data to create an account. If you must create an account, use a unique password and avoid sharing unnecessary personal information. Be wary of sites that require account creation for basic browsing.

For payment options and security, reputable online stores accept major credit cards and use secure payment processors such as PayPal or Stripe. On your part, it is best to pay with credit cards that offer dispute protection or use virtual card numbers if your bank provides them. Avoid sites that only accept wire transfers, gift cards, or cryptocurrency, as these payment methods are untraceable, irreversible, and offer you little protection if something goes wrong.

7. Read reviews about the business

If the online company is legitimate and has been around for a while, there should be authentic third-party reviews from previous customers. Start by researching the company’s name followed by terms like “reviews,” “complaints,” or “scam” to see what other customers have experienced.

Established, authentic businesses will most likely have reviews on trusted platforms such as Google My Business, Amazon, Yelp, or the Better Business Bureau. Legitimate businesses typically have a mix of reviews, while fake companies often show either no reviews or suspiciously perfect ratings.

8. Use the free McAfee WebAdvisor

A great way to shop with confidence is to use McAfee WebAdvisor, a free, downloadable browser extension that works in the background to protect you as you browse and buy. This smart tool helps you surf and shop with confidence, protecting you from malicious sites that could contain:

  • Adware: These pop-up ads bombard your browser and release malware onto your device once you click on them.
  • Spyware: This is software you may have unknowingly downloaded that monitors your online activity without your consent, perhaps passing on sensitive personal information to advertisers or cybercriminals.
  • Viruses: These are pieces of code that can copy themselves and spread to your entire system to wreak damage, such as slowing down your system or destroying data
  • Phishing scams: Hackers send duplicitous emails with suspicious links designed to trick you into revealing your financial information, log-in credentials, and other sensitive data.

McAfee WebAdvisor works with Internet Explorer, Microsoft Edge, Mozilla Firefox, and Google Chrome.

Final thoughts

Taking a few minutes to verify an online store’s legitimacy before you purchase can save you from headaches and financial ruin. With these straightforward checks listed above, you can shop online in the knowledge that you safe

If something feels off about a website—whether it’s the pushy language, fantastic-but-questionable offers, incredible pricing, or unprofessional presentation—trust your intuition and move on to the next. It’s always better to shop elsewhere than risk your financial security and personal information.

Consider employing safe browsing tools such as McAfee WebAdvisor to provide added protection, working behind the scenes to help you avoid malicious sites and ensuring you deal only with trustworthy online stores that will deliver your order and protect your personal information.

Don’t hesitate to share these practical tips with friends and family to help them shop safely online too.