Online shoppers ignoring scam warnings: What you need to know to stay safe

A new report from KnowBe4, a security awareness training firm, reveals a troubling trend: online shoppers are increasingly ignoring the warning signs of scams. The timing is especially concerning, coming just before the busiest shopping season of the year. With fraud losses continuing to climb, understanding why we tune out those red flags—and how to stop doing it—matters more than ever.

What happened

KnowBe4’s latest research indicates that a significant number of online shoppers overlook common scam indicators, even when they are explicitly pointed out. The report, which draws on surveys or simulated phishing tests (the exact methodology is not fully detailed), suggests that many people see the warning signs but proceed anyway. This behavior persists despite widespread public awareness campaigns and growing media coverage of shopping scams.

The key finding: shoppers are not necessarily unaware of scams. They are choosing to ignore the signs under certain conditions, such as when a deal seems too good to pass up or when a website creates a sense of urgency.

Why it matters

The consequences of ignoring these warnings are real. According to the Federal Trade Commission, consumers reported losing more than $8.8 billion to fraud in 2022, a 30% increase over the previous year. Online shopping scams account for a significant slice of those losses.

So why do savvy shoppers keep falling for the same tricks? Behavioral researchers point to several reasons:

  • Optimism bias – “It won’t happen to me.” People tend to believe they are less vulnerable than others, even when presented with evidence to the contrary.
  • Fake urgency – Limited-time offers, countdown timers, and phrases like “only 3 left” override rational thought. The brain prioritizes the fear of missing out over caution.
  • Warning fatigue – Constant alerts about scams can paradoxically make people numb. When every email seems like a potential threat, some users stop paying attention to genuine red flags.

These psychological factors are exactly what scammers exploit. They craft messages that bypass our analytical thinking and target impulse.

What readers can do

The good news is that you can train yourself to pause before purchasing. Here are concrete steps that don’t require technical expertise:

  1. Check the seller’s reputation – For unfamiliar online stores, search for reviews on independent sites, not just the store’s own testimonials. Look for complaints about non-delivery or poor quality.

  2. Use a credit card or payment service – Credit cards offer stronger fraud protection than debit cards or direct bank transfers. Services like PayPal also provide buyer dispute options.

  3. Examine the URL closely – Scammers often use lookalike domains (amaz0n.com instead of amazon.com). Hover over links in emails to see the real destination before clicking.

  4. Beware of unsolicited offers – If an email or social media ad offers a deal that seems out of line with normal prices, treat it with suspicion. Scammers use your own excitement against you.

  5. Give yourself a cooling-off period – When a deal triggers urgency, step away for at least 15 minutes. Use that time to verify the offer. Most legitimate sales will still be available.

  6. Ignore payment requests outside the platform – On marketplaces like eBay or Facebook Marketplace, scammers often ask for payment via gift cards, cryptocurrency, or wire transfers. These are nearly impossible to recover.

These steps won’t guarantee you never get scammed, but they will dramatically reduce your risk. The key is to slow down the decision-making process.

Sources

The findings discussed in this article are based on the report “Online Shoppers Increasingly Ignore Scam Warning Signs” published by KnowBe4. KnowBe4 provides security awareness training and simulated phishing testing. The report’s specific data points and methodology are available through their website. For additional context on fraud trends, the Federal Trade Commission’s Consumer Sentinel Network Data Book (2023) offers a broader picture.