1 in 3 Americans Has Been Scammed Shopping Online — Here’s How to Avoid It

It’s a statistic that should make any online shopper pause. According to a November 2025 survey from the Pew Research Center, roughly one in three U.S. adults say they have personally experienced an online shopping scam. That’s not a rare, edge-case problem — it’s a common risk baked into modern e-commerce.

The same survey found that younger adults, frequent social media users, and people who rely on payment apps are especially likely to have been hit. But no age group is immune. Whether you’re buying from a major retailer, a Facebook Marketplace seller, or through an Instagram ad, the same basic scams keep working because they exploit trust and urgency.

Here’s what’s going on and, more importantly, what you can do about it.

What happened

Pew’s report, “About a third of Americans say they’ve had an online shopping scam happen to them” (published November 19, 2025), is based on a nationally representative survey of U.S. adults. The data shows that 34% of respondents have been victims of at least one online shopping scam. That number aligns with an earlier Pew report from July 2025, “Online Scams and Attacks in America Today,” which found that shopping scams are among the most common types of cyber fraud.

The scams take many forms. Fake websites that mimic real stores. Phishing emails that claim a package needs a “delivery confirmation.” Social media marketplace listings for items that never ship. Fraudsters who ask for payment via gift cards, Zelle, or Cash App — methods that offer little to no buyer protection. The common thread is that the scammer gets the money, and the buyer gets nothing (or a counterfeit).

Why it matters

Online shopping has become a default for millions of Americans. The convenience is real, but so is the risk. A single scam can cost anywhere from twenty dollars to several hundred, and many victims never get their money back. The emotional toll — frustration, embarrassment, distrust — can also make people hesitant to shop online at all.

The timing of the Pew data is worth noting: holiday shopping season and year-round bargain hunting mean these scams are constantly being refreshed. Scammers follow the news, impersonating well-known brands during sales events or targeting people looking for hard-to-find items. Understanding the landscape is the first step to not becoming part of the next survey’s victim count.

What readers can do

You don’t need to be a cybersecurity expert to shop safely. A few habits will knock out the vast majority of scams.

1. Pay with a credit card, not a debit card or payment app.
Credit cards offer the strongest fraud protection under federal law. If something goes wrong, you can dispute the charge. Debit cards, Zelle, Venmo (unless using the purchase protection feature), and gift cards give you far less recourse. Never pay for an online purchase with a gift card — legitimate sellers never ask for that.

2. Check the seller and the site before you buy.
If you’re on an unfamiliar website, look for a padlock icon in the address bar (HTTPS). But note: scammers can also get HTTPS certificates, so it’s not a guarantee. Search for the seller’s name plus “scam” or “complaint.” Read reviews on third-party sites, not just the seller’s own page. If the price is 70% off retail, ask yourself why.

3. Watch out for urgency and unusual payment requests.
Scammers create pressure: “Only 2 left at this price!” or “Pay within 24 hours to lock in the deal.” Legitimate sales have deadlines, but genuine sellers don’t insist on wire transfers or gift cards. If you feel rushed, stop and verify.

4. Use a separate email and strong passwords for shopping accounts.
Enable two-factor authentication (2FA) on your email and payment accounts. That way, even if a scammer gets your password, they can’t access your checkout or reset your accounts.

5. If you’re scammed, act quickly.

  • Contact your bank or credit card issuer immediately to report the fraudulent charge.
  • Change the passwords on the accounts you used.
  • Report the scam to the Federal Trade Commission at ReportFraud.ftc.gov.
  • Also report it to the platform where you encountered the scam (Facebook, eBay, Amazon, etc.) — they may remove the fake listing.
  • If you paid via a payment app like Zelle or Cash App, contact their support as well, but understand that recovery is often difficult.

Additional resources

  • FTC’s scam alerts page (ftc.gov/scams) for up-to-date warnings.
  • Better Business Bureau’s Scam Tracker (bbb.org/scamtracker) to check reported businesses.
  • The payment app support pages for Venmo, Cash App, Zelle, and PayPal each have security guides.

The takeaway

One in three Americans has been scammed, but that means two in three haven’t. The difference often comes down to a few simple precautions. Be skeptical of deals that look too good, pay with a method that protects you, and take a moment to verify before you click “buy.” Online shopping can still be safe and convenient — if you shop with your guard up, not your guard down.

Sources

  • Pew Research Center, “About a third of Americans say they’ve had an online shopping scam happen to them,” November 19, 2025.
  • Pew Research Center, “Online Scams and Attacks in America Today,” July 31, 2025.