Clutch Report: 71% of Consumers Encounter E-Commerce Scams While Shopping Online

Consumers are shopping differently and expect brands to better protect them.

WASHINGTON--(BUSINESS WIRE)--New Clutch research finds that 71% of consumers have encountered a scam or attempted scam while shopping online, underscoring how common deceptive tactics have become in digital commerce. Nearly all consumers (92%) say they are concerned about the influence online scams have on their purchasing decisions, signaling a widespread shift toward more cautious buying behavior.

Most Consumers Have Been Scammed, Many Recently

More than half of consumers (56%) say they have fallen victim to an online shopping scam. Among those, 42% report being scammed within the past year.

Gen Z (92%) is more likely than Baby Boomers (82%) to say they are familiar with e-commerce scams, suggesting generational differences in awareness. However, exposure is widespread across all age groups.

“These findings show that scams are not isolated incidents. They are becoming part of the everyday online shopping experience,” said Anna Peck, Clutch analyst.

Platforms Seen as Most Responsible, But Brands Face Fallout

When asked who is most responsible for preventing e-commerce scams, 61% of consumers point to platforms such as social media networks, online marketplaces, and search engines. Yet brands do not escape the impact.

More than half of consumers (54%) say their trust in a brand decreases after encountering a scam associated with it, even if the company was not directly responsible. Additionally, 58% report seeing a fake ad impersonating a well-known brand.

Social Media Emerges as Leading Scam Channel

One-third of consumers (33%) say they recently encountered a suspected scam on social media, making it the most common channel for exposure, ahead of email (18%) and online marketplaces (16%).

As a result, consumers are adjusting their behavior. Sixty-two percent say they avoid deals that seem too good to be true, and many report double-checking reviews, verifying seller credentials, and scrutinizing return policies before making purchases.

The full report is available on Clutch.

About Clutch

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