How to Avoid Online Shopping Scams: What the Latest Pew Data Tells Us

If you shop online, you’ve probably seen the warnings: fake websites, too-good-to-be-true deals, phishing emails disguised as order confirmations. But new data from the Pew Research Center, published in November 2025, puts a number on the scale of the problem. About one in three Americans say they have experienced an online shopping scam. That figure comes from a broader survey on online scams and attacks released in July 2025, but the shopping-specific finding was highlighted just as the holiday season kicked off.

With Black Friday and Cyber Monday behind us and last-minute gift buying still underway, it’s worth understanding what these scams look like now and how to avoid them. The landscape is changing: scammers are using deepfake ads, look-alike domain names, and social media pressure tactics more than ever.

What the data says

Pew’s research, “Online Scams and Attacks in America Today,” found that online shopping fraud is one of the most common types of cyber victimization. The 33% figure covers a range of incidents, from paying for goods that never arrived to having credit card details stolen after clicking a fake ad.

A separate report from the Tech Transparency Project in October 2025 documented that Meta’s platforms were “awash” in deepfake scam ads—videos that use AI-generated celebrity faces to peddle counterfeit products or fraudulent investment schemes. Meanwhile, local news outlets like Fingerlakes1.com published warnings ahead of Black Friday about phishing texts and spoofed retailer emails that spike during peak shopping weeks.

Why it matters

Scams are not just a nuisance. They cost people real money and can lead to identity theft. The injury is compounded when victims feel shame or are unsure where to report. The Pew data makes clear that this is not an isolated problem—if you have not been targeted yet, you likely know someone who has. And because scammers constantly adapt, last year’s warning signs may no longer be enough.

What readers can do

Here are practical steps you can take right now, organized by when you take them.

Before you buy

  • Check the URL carefully. Scammers register domains that look like well-known stores but swap a letter or add a suffix like “.shop” or “.top.” For example, “amaz0n- deals” instead of “amazon.com.” If a site has a strange domain or no padlock icon in the address bar, leave.
  • Research the seller. If you are buying from a small or unfamiliar store, search for “[store name] scam” or “[store name] review” plus “complaint.” Look for recent feedback, not just five-star ratings on their own site.
  • Beware of deepfake ads. If a video shows a celebrity you respect endorsing a product out of the blue, pause. Scammers often use AI-generated clips that look realistic. Check the official social media account of that person before clicking.

During checkout

  • Use a credit card, not a debit card. Credit cards offer better fraud protection under federal law (the Fair Credit Billing Act). Debit cards have weaker protections and can drain your bank account immediately.
  • Avoid wire transfers, gift cards, or cryptocurrency payments. Legitimate retailers never ask for these. Scammers demand them because they are nearly impossible to reverse.
  • Enable two-factor authentication on your payment accounts (PayPal, your bank, etc.). This adds a second step—like a text code—that can stop a thief even if they have your password.

After you order

  • Save receipts and confirmation emails. If something goes wrong, you will need proof of the transaction.
  • Monitor your credit card and bank statements for unauthorized charges. Set up transaction alerts so you see unexpected activity within minutes.

If you think you have been scammed

  1. Contact your bank or credit card issuer immediately. Tell them you suspect fraud. They can reverse the charge (a “chargeback”) and issue a new card.
  2. Report to the Federal Trade Commission (FTC) at ReportFraud.ftc.gov. This helps them track patterns and take action.
  3. Freeze your credit at the three major bureaus (Equifax, Experian, TransUnion) if you shared personal information like your Social Security number or birth date. This prevents scammers from opening accounts in your name.

Stay vigilant, shop smart

No set of tips can make you completely immune, but following these steps will reduce your risk significantly. The Pew data shows that scams are widespread, but awareness is growing. The moment a deal feels too good to be true, it probably is. Slow down, verify, and pay with protection. That one extra minute could save you weeks of headaches.

Sources: Pew Research Center (July 2025, “Online Scams and Attacks in America Today”; November 2025, “About 1 in 3 Americans say they experienced an online shopping scam”), Tech Transparency Project (October 2025, “Meta Awash in Deepfake Scam Ads”), Fingerlakes1.com (November 2025, “BLACK FRIDAY SCAMS: What to watch out for online this year”).