As online shopping continues to grow globally, concerns about fraud and deceptive advertising are becoming a major issue for consumers and brands alike. A new study from Clutch highlights the scale of the problem, revealing that e-commerce scams have become a common part of the digital shopping experience and are influencing how consumers evaluate brands and purchasing decisions.
The research found that 71 percent of consumers say they have encountered a scam or attempted scam while shopping online. The findings point to a growing trust challenge across ecommerce platforms, social media channels, and online marketplaces, where fraudulent offers and impersonation tactics have become increasingly widespread.
Nearly all consumers surveyed expressed concern about the broader impact of scams on their buying behavior. According to the report, 92 percent of respondents say the presence of online scams affects how they approach purchases, signaling a shift toward more cautious and skeptical shopping habits.
More than half of consumers, or 56 percent, report that they have personally been victims of an online shopping scam at some point. Among those affected, 42 percent say the incident occurred within the past year, indicating that fraudulent activity remains an ongoing and active threat within digital commerce environments.
“These findings show that scams are not isolated incidents. They are becoming part of the everyday online shopping experience,” said Anna Peck, Clutch analyst.
The study also highlights generational differences in awareness. Gen Z respondents appear to be the most familiar with ecommerce scams, with 92 percent reporting awareness of such threats compared with 82 percent of Baby Boomers. Despite this gap in familiarity, exposure to scams remains widespread across all age groups.
Consumers place primary responsibility for preventing scams on digital platforms themselves. Sixty one percent of respondents believe social media networks, online marketplaces, and search engines should take the lead in protecting users from fraudulent activity. However, brands can still suffer reputational damage even when they are not directly responsible for the scams.
According to the report, 54 percent of consumers say their trust in a brand decreases after encountering a scam associated with it. Additionally, 58 percent report seeing fraudulent advertisements that impersonate well known brands, highlighting the reputational risks companies face in digital advertising ecosystems.
Social media platforms have emerged as the most common channel where scams are encountered. One third of consumers say they recently saw a suspected scam on social media, compared with 18 percent who encountered scams through email and 16 percent through online marketplaces.
In response to these risks, many consumers are becoming more vigilant in their shopping habits. Sixty two percent report avoiding deals that appear too good to be true, while others say they now verify seller credentials, review product feedback carefully, and examine return policies before completing purchases.
The findings illustrate how e commerce scams are reshaping consumer behavior and trust in digital marketplaces. As online shopping continues to expand, businesses, platforms, and regulators may face increasing pressure to strengthen fraud prevention measures and protect consumers from deceptive practices that threaten the integrity of the digital commerce ecosystem.
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