Why Online Shoppers Are Ignoring Scam Warnings — and How to Stay Safe

Most of us have seen them: an email about a “limited-time deal” from a store you barely remember visiting, or a social media ad promising a designer handbag for $29. The spelling is a little off, the URL looks strange, and yet—somehow—you still click. You’re not alone.

A recent report from the security awareness firm KnowBe4 found that online shoppers are increasingly brushing aside clear warning signs of scams. While the report does not claim that everyone is falling for these scams, it points to a troubling trend: more people are noticing red flags and deciding to proceed anyway.

Why is that happening, and what can you do to protect yourself? Let’s break down what the report says and walk through practical steps you can take right now.

What the KnowBe4 Report Found

The KnowBe4 report (published in 2026) analyzed data on consumer behavior during online shopping scams. It found that common indicators—such as misspelled brand names, suspicious sender addresses, prices that seem too good to be true—are routinely overlooked by shoppers.

The types of scams most frequently ignored include phishing emails pretending to be from major retailers, fake websites that mimic legitimate storefronts, and “too good to be true” social media ads. According to the report, part of the problem is that many shoppers feel they are savvy enough to spot a scam, but that confidence can actually make them less cautious.

It is worth noting that the KnowBe4 findings are based on simulated phishing tests and self-reported survey data, so real-world behavior may vary. Still, the pattern is consistent with other research in the cybersecurity field.

Why Shoppers Overlook the Warning Signs

If you have ever clicked on a dubious link while thinking “this is probably a scam,” you know the feeling. There are several psychological reasons why otherwise careful people ignore red flags:

  • Time pressure. A deal that ends in 10 minutes or a “flash sale” can override your better judgment.
  • Familiarity. If the email looks like it came from a store you use often (Amazon, Walmart, etc.), you are more likely to trust it without checking.
  • Overconfidence. “I’ve never been scammed before, so I can spot one easily.” This mindset makes you less likely to inspect links closely.
  • Desire for a bargain. The promise of saving money can temporarily lower your guard.

None of these excuses are unique to any one group. The KnowBe4 report suggests that even experienced online shoppers sometimes ignore warning signs when the deal is appealing enough.

What You Can Do: A Simple Pre-Purchase Checklist

You don’t need to be a cybersecurity expert to shop safely. Before you enter any payment information, run through these five checks:

  1. Check the URL carefully. Look for misspellings (e.g., “amaz0n.com” or “bestbuy-discounts.net”). Hover over links in emails to see the real address before clicking.
  2. Verify the sender. If an email claims to be from a company, go directly to the company’s website (type the address yourself) rather than clicking the link.
  3. Look for common scam signs. Grammar mistakes, generic greetings (“Dear customer”), and requests for unusual payment methods (gift cards, wire transfers) are all red flags.
  4. Search for reviews. If you find a deal on social media or a lesser-known site, search for that site’s name plus “scam” to see if others have reported issues.
  5. Use a credit card or a payment service like PayPal. These offer better fraud protection than debit cards or direct bank transfers.

If anything feels off, walk away. A real deal will still be there tomorrow; a scam won’t.

What to Do If You Suspect a Scam

If you have already provided personal or financial information to a suspicious site, act quickly:

  • Contact your bank or credit card company to freeze the card and dispute any unauthorized charges.
  • Change your passwords for any accounts you may have used, especially if you reused passwords.
  • Report the scam to your country’s consumer protection agency (e.g., the FTC in the U.S., or Action Fraud in the U.K.).

You can also forward phishing emails to the Anti-Phishing Working Group at [email protected].

The Bottom Line

The KnowBe4 report is a useful reminder that scam warning signs are only effective if we pay attention to them. The next time you see an unbelievable deal or an urgent message, pause for a few seconds. Those few seconds could save you money and a lot of frustration.

Online shopping is convenient, but it requires a bit of vigilance. By staying aware of the common tricks and running a simple mental checklist before you click, you can shop with far less risk.

Sources: KnowBe4 Blog – “Report: Online Shoppers Increasingly Ignore Scam Warning Signs” (2026)