Why Online Shoppers Keep Falling for Scams (and How to Stop)

You’ve probably seen the warnings: “This site may be fraudulent,” “Suspicious link,” “Deal too good to be true.” Yet many of us click anyway. A recent report from cybersecurity firm KnowBe4 suggests that online shoppers are increasingly ignoring these red flags, especially as the holiday shopping season ramps up. Understanding why that happens — and what you can do about it — might save you money, time, and a lot of frustration.

What happened

In June 2026, KnowBe4 published a report on online shopping scam behavior. According to the company’s findings, a significant number of consumers saw security warnings — such as browser alerts or email phishing flags — but proceeded anyway. The report doesn’t claim that all shoppers are reckless, but it does point to a worrying trend: awareness of scams is not translating into caution.

KnowBe4 based its conclusions on simulated phishing campaigns and surveys, common methods in cybersecurity research. While the exact numbers weren’t publicly detailed in the report summary, the pattern is clear — and it matches what many security researchers have observed during previous holiday periods.

Why it matters

Why would someone ignore a clear warning? Researchers point to several psychological factors:

  • Urgency and scarcity. Messages like “Only 2 left!” or “Sale ends tonight” push people to act fast. When your brain is in hurry mode, the warning gets tuned out.
  • Overconfidence. Many shoppers assume they’re too savvy to be tricked. The reality is that scams have become sophisticated — fake sites can look nearly identical to Amazon, Target, or your local bank.
  • Trust in familiar brands. Scammers often spoof trusted names. You let your guard down because you’ve shopped at that store before, not realizing the URL is slightly off.

During peak shopping periods — Black Friday, Cyber Monday, and the weeks before Christmas — the volume of phishing emails and fraudulent ads spikes. That makes the combination of urgency and trust especially dangerous.

What readers can do

You don’t need to be a cybersecurity expert to avoid most online shopping scams. A few simple habits go a long way.

How to spot a scam before you click

  • Check the URL closely. A legitimate site like bestbuy.com is not the same as best-buy-discounts.shop or bestbuy-offer24.xyz. Look for typos, extra words, or unusual top-level domains (like .shop or .club).
  • Look for trust signals — but don’t rely on them entirely. A padlock icon means the connection is encrypted, not that the site is legitimate. Scammers can get SSL certificates too. Instead, verify the site’s reputation by searching “site name + scam” before entering payment details.
  • Be skeptical of prices that are dramatically lower than competitors. If a new game console is listed for 70% off, there’s almost certainly a catch. The same applies to social media ads that appear in your feed — many are placed by fraudsters using stolen images.
  • Pay with a credit card or a trusted digital wallet (like PayPal). Credit cards offer better fraud protection than debit cards. Never use wire transfers, gift cards, or cryptocurrency to pay an online retailer.

What to do if you’ve been scammed

If you realize you’ve given money or personal information to a scammer, act quickly:

  1. Contact your bank or credit card issuer immediately. Report the transaction and ask to reverse it if possible.
  2. Change your passwords. Especially for the affected account and any others where you reused the same password. Use a password manager to create strong, unique passwords.
  3. Report the scam to the Federal Trade Commission (FTC) at ReportFraud.ftc.gov. This helps authorities track patterns and may assist in shutting down the operation.
  4. Monitor your accounts for unusual activity over the next several weeks.

Sources

  • KnowBe4 Blog, “Report: Online Shoppers Increasingly Ignore Scam Warning Signs,” June 2026.
  • Federal Trade Commission, “How to Recognize and Avoid Phishing Scams,” ftc.gov.
  • Better Business Bureau, “Online Shopping Scams: How to Avoid Getting Tricked,” bbb.org.

Staying safe while shopping online doesn’t require paranoia — just a few seconds of attention before clicking “buy.” The warnings exist for a reason. The best time to listen is before you lose your money, not after.