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Is This Online Store Legit? A 7-Point Checklist

Found a great deal from a store you've never heard of? Run through this checklist before you pay. No single check proves a store is real, but a few failures together are a strong sign to walk away.

Fastest test: search the store's name and web address plus "scam", "complaint" or "review" (FTC). If others were burned, you'll often find out in seconds.

The checklist

1. Is the web address exactly right?

Fake sites use addresses that are very close to a real store's, with two letters swapped, a small misspelling or extra words. If you spot a spelling error, you're not on the official site (BBB). Fake sale sites may add words like "closing" or "sale" to a real brand's name (BBB Scam Alert).

2. Did you get there from an ad?

Scammers buy sponsored ads on search engines and social media that lead to lookalike stores. Even if a site is at the top of your results, confirm it's the right one, and consider typing the store's address yourself (BBB Scam Alert). The FTC warns that social media ads for brand-name products at unusually low prices can lead to sites that send a counterfeit, something different from the picture, or nothing at all (FTC consumer alert).

3. Is the price too good to be true?

Expensive brand-name items at bargain prices could be counterfeit or stolen (FTC). Fake "going out of business" sites often advertise discounts of up to 90% off, with blurry or distorted images and logos (BBB Scam Alert).

4. Can you find real contact details and policies?

Missing contact information is a red flag, and a site with no privacy policy is a big red flag (BBB). Return and shipping policies should be clear. If you're unsure, paste part of the policy into a search engine to see whether it was copied from another site (BBB).

5. Do the reviews look real?

Some reviews and ratings are fake, and fake reviews can be positive or negative, so check several sources and don't rely on star ratings alone (FTC). Be wary of reviews that are generic, robotic or very short (BBB). You can also look up the business at BBB.org and check its listed web address (BBB Scam Alert).

6. How does it want you to pay?

Never buy from a seller that insists you pay only with gift cards, wire transfers, a payment app or cryptocurrency (FTC). Pay by credit card when you can: if you're billed for something you never got, you can dispute the charge (FTC). CISA notes there are laws limiting your liability for fraudulent credit card charges, but debit cards may not have the same protection (CISA).

7. Don't trust the padlock alone

"https" means the connection is encrypted, not that the site is legitimate. Scammers can encrypt sites too (FTC).

After you order

Keep the store's name and address, what you ordered, the date, what you paid, the return policy and all emails (FTC).
If the seller doesn't promise a shipping time, an FTC rule says it has to ship within 30 days (FTC). If you paid by credit card and the item never arrives, dispute the charge.
Check your card and bank statements often for charges you don't recognize (CISA).

Got a suspicious shopping text or email instead? Paste it into the free scam checker. It runs only in your browser.

If you already paid

Act fast. The FTC's advice depends on how you paid:

Credit or debit card: call the card company, report the fraudulent charge and ask them to reverse it.
Bank transfer or wire: contact your bank or the wire company (such as Western Union or MoneyGram) right away and ask them to reverse the transfer.
Payment app (Zelle, Cash App, Venmo): report it to the app and to your bank, and ask for a reversal.
Gift card: contact the company that issued the card, tell them it was used in a scam, and keep the card and receipt.
Cryptocurrency: crypto payments usually can't be reversed. Contact the exchange you used and report to IC3.gov.
Cash by mail or courier: report it to the U.S. Postal Inspection Service or the delivery company and the FTC.
You gave a password or code: change that password now, turn on two-step verification and check for changes you didn't make.
You gave your Social Security number: visit IdentityTheft.gov and consider a free credit freeze with Equifax, Experian and TransUnion.

Watch for "recovery" scams. Anyone who contacts you offering to get your money back for a fee is likely another scammer.

How to report it

FTC: ReportFraud.ftc.gov. If your personal information was misused, also go to IdentityTheft.gov for a recovery plan.
FBI: IC3.gov (the Internet Crime Complaint Center), especially if you lost money online or in crypto.
Your bank or card company: call the number on the back of your card or on your statement, not one from the message.
Scam texts: forward them to 7726 (SPAM), then delete and block.

You can also report a fake store to BBB Scam Tracker.

Related scam guides

Sources

FTC, "Online Shopping". https://consumer.ftc.gov/articles/online-shopping
FTC consumer alert, "How to avoid an online shopping scam this holiday season" (Nov 25, 2025). https://consumer.ftc.gov/consumer-alerts/2025/11/how-avoid-online-shopping-scam-holiday-season
BBB, "How to identify a fake website". https://www.bbb.org/all/spot-a-scam/how-to-identify-a-fake-website
BBB, "Smart shopping online". https://www.bbb.org/all/online-shopping/smart-shopping-online
BBB Scam Alert, "How to spot a fake 'going out of business' sale". https://www.bbb.org/all/consumer/scam/fake-going-out-of-business-sales
BBB Scam Alert, "That sponsored ad might be a scam. Here's how to tell.". https://www.bbb.org/article/news-releases/31685-bbb-scam-alert-that-sponsored-ad-might-be-a-scam-heres-how-to-tell
CISA, "#SecureTheSeason: Holiday Online Shopping Safety". https://www.cisa.gov/securetheseason-holiday-online-shopping-safety
CISA, "Shop Safely Online This Holiday Season with Tips from Secure Our World". https://www.cisa.gov/news-events/news/shop-safely-online-holiday-season-tips-secure-our-world
BBB Scam Tracker. https://www.bbb.org/scamtracker

Last reviewed 2026-10-13.