How do I check if an online store is legitimate before placing an order?
Beyond the basics of HTTPS and reviews, confirm the store has a traceable business registration, real customer-service contact, and a clear returns policy — and pay by credit card so you can dispute a non-delivery.
Last reviewed: 10 June 2026
Explanation
Fake online stores mimic legitimate retailers so closely that even experienced shoppers get caught. Tactics include hijacking the names and logos of real brands, buying sponsored search-ad placements to appear above genuine sites, and manufacturing a large volume of fake reviews before a site is reported. The best defence is a multi-step verification routine before you commit to any purchase.
Start with the URL. Brand impersonators register domains like 'niike.com' or 'amaz0n-deals.co' that are visually similar to well-known names. Type the retailer's URL directly rather than clicking search results or ads, and double-check the full domain in the address bar. If a deal arrived via social media or email, be especially careful — scam stores pay heavily for social ad placements.
Look for a registered business number in the footer. In the UK this is a Companies House number; in the US, check state business-search databases. An absence of any registered entity behind the site is concerning for anything beyond very small sole traders. Confirm the returns and refunds policy is specific — legitimate stores provide clear timelines, not vague promises — and that customer service responds within a day or two.
For delivery scams specifically, check that the store offers a tracking number and uses a recognisable carrier. Stores that ship everything from overseas with three-to-six week delivery windows and no tracking are frequently dropshippers who may send counterfeit goods or nothing at all. Screenshot your order confirmation and keep all email receipts in case you need to file a chargeback.
Common red flags
- Advertised via a social media ad with extremely low prices and countdown timers
- No company registration number, VAT number, or traceable legal entity
- Returns policy is vague, extremely short, or requires customer to pay return shipping to an overseas address
- Only accepts PayPal Friends and Family, Venmo, or cryptocurrency
- Shipping times quoted as four to eight weeks with no tracking
- Domain is a misspelling or close variant of a well-known brand name
What to do now
- Type the retailer's official URL directly — do not click social media ads for deals
- Search the store name plus 'reviews 2024' or 'scam' in an independent search engine
- Check the footer for a registered business number and verify it in a company database
- Screenshot or save your order confirmation email before any purchase
- Use a credit card only so you have chargeback rights if goods do not arrive
- If goods do not arrive, dispute the charge with your card issuer within their dispute window
Frequently asked questions
What should I do if my order never arrives?
Contact the store first and give them a reasonable window to respond. If there is no satisfactory response, file a chargeback with your credit card issuer — for most cards you have 60 to 120 days from the charge. Keep all correspondence and order confirmation as evidence.
Are social-media-advertised stores always scams?
Not always, but social media ads have become a primary channel for fake stores because targeting is precise and cost is low. Apply the same verification steps to any advertised store regardless of how polished the ad looks.