March 09, 2026
Scams Are Now Part of the Online Shopping Experience and Brands Are Absorbing the Damage
Buying online has become second nature for most consumers. So has running into a scam.
New research from business ratings platform Clutch finds that 71% of consumers have encountered a scam or attempted scam while shopping online. Nearly all consumers surveyed (92%) say they are worried about how these scams affect their purchasing decisions, pointing to a big and lasting change in how people approach buying online.
More than half of consumers (56%) say they have actually fallen victim to an online shopping scam. Among those, 42% report it happening within the past year.
When it comes to awareness by age, Gen Z (92%) is more likely than Baby Boomers (82%) to say they are familiar with e-commerce scams. This is simply because of the amount of time younger consumers spend on digital platforms and social media, where scam activity is highest. However, scam encounters span all demographics, not just those with less digital experience.
Social Media Is the Primary Scam Channel
Over 30% of consumers say they recently encountered a suspected scam on social media, making it the leading channel for exposure. Email came in second at 18%, followed by online marketplaces at 16%.
Social media platforms are increasingly used for product discovery and purchase, and consumers are encountering fraudulent content in the same environments where legitimate brands are running campaigns.
Fifty-eight percent of respondents say they have seen a fake ad impersonating a well-known brand. Fake ads impersonating brands are increasingly difficult to distinguish from the real thing, a problem that extends well beyond e-commerce into AI-generated voice and deepfake scams.
Brand Trust Takes the Hit
More than half of consumers (54%) say their trust in a brand decreases after encountering a scam associated with it. Fraudulent actors are effectively borrowing brand identities, and the reputational cost lands on the brand. As research on consumer trust shows, credibility is hard to build and quick to lose.
Sixty-two percent of consumers say they now avoid deals that seem too good to be true. Many also report checking reviews more carefully, verifying seller credentials, and scrutinising return policies before completing a purchase. A consumer who hesitates at every step is a consumer who abandons carts more often and converts less. Review systems, transparent seller information, and consistent brand identity across platforms all become more important when shoppers are actively looking for red flags.
Platforms bear significant responsibility in the eyes of consumers, with 61% pointing to social networks, marketplaces, and search engines as most accountable for prevention. But brands cannot wait for platform-level solutions. Investing in clearer brand authentication, proactive communication about fraud risks, and stronger post-purchase reassurance are all ways to limit the damage, both to customers and to long-term loyalty.
