How to Buy Safely Online
Online shopping is something most of us do without a second thought. But fraud involving fake websites, scam sellers, and payment tricks costs UK consumers millions of pounds every year. The good news: a few habits make a real difference.
Check the shop is legitimate
Before buying from a site you haven't used before, spend a moment checking it's real. Search for the shop name and "reviews" on independent platforms like Trustpilot, not just on the shop's own page. Look for a real contact address, phone number, and returns policy.
Look at the web address carefully, criminals register domains that look almost right, like "argos-deals.co.uk" instead of argos.co.uk. Always navigate to the retailer's official site directly rather than following a link.
If a deal is significantly cheaper than everywhere else, be cautious, counterfeit goods, non-delivery, and outright theft are all common.
Look for independent reviews
Check Trustpilot, Google Reviews, or a quick search for the shop name plus "scam" or "reviews". Reviews on the shop's own site can be cherry-picked or fabricated.
Check the web address carefully
Look at the part before the first "/". Tiny differences, extra words, hyphens, or unusual endings, often mean it isn't the real retailer. Type the address yourself or use a saved bookmark.
Find the basics: address, phone, returns
Genuine shops list a real UK address, a working phone number, and a clear returns policy. If those are missing or vague, treat that as a red flag and shop elsewhere.
How you pay matters
If something goes wrong, what protection you have depends largely on how you paid. Some methods give you a strong safety net; others give you almost none.
When you can, choose the method that gives you the most cover, especially for anything over £100 or from a seller you don't know well.
Credit card, strongest protection
Purchases over £100 are jointly covered by your card provider under Section 75 of the Consumer Credit Act. If the item never arrives or the seller disappears, your card company shares responsibility for getting your money back.
Debit card, some protection
Less cover than credit, but you may be able to claim a refund through a voluntary scheme called "chargeback". Contact your bank to ask, time limits apply, so don't wait.
PayPal, Apple Pay, Google Pay
Each has its own buyer protection scheme with different limits and timeframes. Check their terms before relying on them, and keep the confirmation emails in case you need to make a claim.
Avoid bank transfer to a stranger
Never pay by direct bank transfer to an individual or unfamiliar business. Once the money has left your account it is very hard to recover, and there is no automatic protection. Scammers often push for this exact reason.
Only share what's required at checkout
The less personal information you hand over, the less can be exposed if the retailer ever has a data breach. Most shops offer a guest checkout option, use it for one-off purchases rather than creating a full account.
A few simple habits go a long way
- Use guest checkout for one-off purchases.
- Only fill in the fields marked as required, skip the optional ones.
- Don't let the shop store your card details for future purchases.
- Don't let your browser save payment information for sites you're not fully confident about.
Watch out for fake sites and suspicious links
Criminals create convincing fake websites complete with copied logos, product images, and fabricated reviews. They promote these through social media adverts, phishing emails, and texts with links to "exclusive deals". If you receive an unexpected link, don't click it, search for the retailer directly instead.
Warning signs a site may not be legitimate
If you see any of these, slow down before paying.
- No physical address or working phone number listed.
- Only accepts payment by bank transfer.
- Prices that are far below market value.
- Reviews that all look identical or appeared on the same date.
- A URL that looks slightly wrong or uses an unusual domain ending.
- Pressure to "buy now" with a countdown timer or "last one left" warning.
If something goes wrong
Act quickly, the sooner you act, the more options you have.
- Contact your bank or card provider immediately. Ask about chargeback (debit card) or a Section 75 claim (credit card over £100).
- Gather your evidence. Save receipts, order confirmations, screenshots of the website, and any messages from the seller.
- Report it to Report Fraud on 0300 123 2040 (England, Wales and Northern Ireland), or to Police Scotland on 101. Reporting helps protect others too.
- If the item didn't arrive or doesn't match its description, Citizens Advice has guidance on your consumer rights and how to raise a claim through your payment provider.
Key habits to build
Navigate to shops directly, don't follow links from emails or social media.
Use a credit card for purchases over £100 where possible.
Check independent reviews before buying from a new seller.
Trust your instincts, if a deal feels too good to be true, it probably is.
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