Online shopping is incredibly handy - no queues, no heavy bags to carry, and everything you need is just a click away. But it’s not without its risks. Scammers are getting better every year at making a fake look real, tricking people out of their hard earned cash. UK Finance's 2026 Annual Fraud report found that purchasing scams cost UK shoppers £118.1 million in 2025 alone.
You don't need to stop shopping online, you just need to know what to look out for to help keep yourself safe. Here are 9 questions to ask yourself next time you're shopping online.
1. Does the web address look legitimate?
If you search for a brand on an online search engine like Google or Bing, it's worth double-checking the website address before you click. Scam sites are notorious for using addresses that look almost right, just with a small typo or using an unusual ending like '.shop' instead of '.co.uk'.
Taking a quick second to check could save you a lot of hassle later.
2. Does this deal sound too good to be true?
There's a decent chance that it is. While there are always exceptions to the rule, it’s always good to be careful and pause a minute before you get swept up in the thrill of the moment.
Something to keep in mind: if this item wasn’t on such a seemingly amazing offer, would you still want to buy it?
3. Are you under pressure to buy?
Scams thrive on keeping you off balance. They use urgency to pressure you into buying something before you can notice that something isn't quite right. If you're feeling under pressure, pause. Breathe. Think. Give yourself a moment to check it's legitimate before you part with your cash.
4. Have you heard of the seller before?
If it’s not a brand you know and trust, do some research before you buy anything. Check sites like Trustpilot to see what the reviews say. (You can find out what people say about Complete Care Shop here.)
One thing you can do is to check that there's a locked padlock alongside the web address; this shows the connection to the website is secure and gives a bit of reassurance that you're not on a fake site.
If it’s an ad on Facebook, you can also check the comments to see what others have said – their views may help give you a much clearer picture of the seller.
5. Does the seller belong to any professional bodies?
This depends entirely on what you’re looking to buy, but you may want to check to see if the seller is part of any professional bodies. For example, we are members of the British Healthcare Trades Association (BHTA). As members, we are trusted sellers bound by a strict code of practice that means we will never try to force you into buying something you don’t need. You can find out more about the BHTA code of practice here.
6. Have you read the product description carefully?
It’s easy to be charmed by a great product photo or advert but that doesn’t always tell you everything you need to know. It could be that the product is actually a different colour to what is shown or even a different size to what you’re expecting. You may even need to buy extra accessories for it to do everything the advert claims, but without reading the description you wouldn’t know.
7. What are the product reviews like?
Product descriptions are designed to make the product sound amazing and this may not always be entirely true. If there are any product reviews, do read them to get an idea of what other customers think and discover how the product works when it’s in use.
Start by looking at the most recent reviews to see what it’s currently like, as a review from 2013 may sound great but most likely will no longer be relevant. You may find it useful to check the 1-star or 3-star reviews too, to get an idea of what the downsides may be – if there are any.
8. What’s the returns policy like?
Actual sellers will be upfront about their returns policy and you'll usually be able to find it with relative ease. If a returns policy is missing, vague, or buried away where you can't easily find it, treat that as a warning sign rather than an oversight.
It's also worth checking the details before you buy: some sellers offer a generous window for returns, others a much shorter one, and this can vary depending on what you're ordering. Knowing where you stand to being with means (hopefully) no surprises later.
You can find our returns policy here.
Other things to think about
For larger purchases online over £100, consider using your credit card to make the payment, as payments over £100 and under £30,000 should be protected for free by your card provider. This is known as Section 75 – the Money Saving Expert website has more information on this and how it works.
Banks have been working hard to try to cut down on the number of people losing money from scams. One of the things you may have noticed happening when you're shopping online is that your bank may be texting or emailing you to ask you to confirm a purchase. Some send you a password or a code and ask you to enter it using your bank account card reader or on an authentication app on your mobile phone. This is known as two-factor authentication (2FA; sometimes known as two-step verification), as it uses a second device, and is a useful way to try to help avoid people losing money should their card details be stolen. But it isn't infallible, which is why it's important to keep in mind the questions above and trust your instincts.
See the Government’s Cyber Aware campaign for further advice on how to protect yourself online; the National Cyber Security Centre also helps you deal with common cyber problems and you can report a suspicious website to them. If you do become a victim of fraud, get in touch with Action Fraud or call them on 0300 123 2040.