How to Check an Online Store Before You Buy

Before buying from an unfamiliar store, check who is selling, verify the web address and terms, look for reviews away from the store, and understand how you will pay. No single signal can certify that a purchase will go smoothly. If you cannot identify the seller or resolve important contradictions, pause before paying.

1. Find out who you would be buying from

Look for the seller's name or legal business name, a physical address, contact details, shipping terms, and return policy. Compare the details across the site's business information, terms, and checkout page. An anonymous form or the store name in a logo does not by itself tell you who will respond if an order never arrives.

A trading name can differ from a legal business name; look for an explanation of the relationship and consistent details. On a marketplace with several sellers, check who sells this particular item, where they are based, and who handles complaints. Do not assume the marketplace is always the seller. The FTC's marketplace guidance explains why you should check the individual seller and what help the platform offers.

Search for the business name away from the store and compare contact details with independent sources. A real company's details do not prove that this website belongs to it; they may have been copied. If the identity or relationship between names remains unclear, pause before buying.

If the site claims to represent a known brand, verify its domain through a channel you already trust. A familiar logo alone does not show that the brand operates this store.

2. Know what HTTPS does and does not tell you

HTTPS encrypts the connection to the website you are visiting. It does not prove the seller is honest or that an order will be shipped. A fraudulent site can use it too. As the FTC explains, the “s” means the connection is encrypted, not that the site is legitimate.

So “it has a padlock” should not end your checks. And if your browser warns about a security problem, do not ignore the warning just to get a deal.

3. Check reviews and prices elsewhere

Search for the seller's name and exact domain with words such as “review,” “complaint,” or “scam.” Read experiences about delivery and customer service, not just the average star rating; reviews can be fake or misleading.

Compare the price with several retailers. A steep discount deserves a closer look, but it does not prove a scam by itself.

4. Review payment before entering details

Accepting a bank transfer does not by itself prove fraud. The risk in paying an unverified seller in advance is what options you will have if it does not deliver. A transfer does not offer the same dispute process as a credit card; do not assume your bank can simply undo it on request. If this is the only payment option and questions about the seller remain, do not pay yet.

The FTC's online shopping advice warns against sellers insisting on payment through wire transfer services and other methods that can make recovery difficult. A bank transfer and a money transfer service are not identical products; check the actual payment method and protections offered.

If the store offers a card or another payment provider, check which purchases its protection covers, what evidence it requires, and the deadlines. A payment logo does not guarantee delivery or a refund.

In the US, the FTC says credit cards have legal protections and advises shoppers to contact their card issuer to dispute a charge when there is a problem. What you can do depends on the payment method, issuer, deadlines, and circumstances; requesting a dispute does not guarantee a refund. Read the FTC's guide to credit cards and disputes. Rules and processes differ by country.

A fictional example: an offer to put on hold

An unfamiliar store lists a coffee maker for $79; you have seen it elsewhere for about $299. The site looks professional. Before buying, you find these details:

The connection uses HTTPS.

You have checked how the connection is protected, not the seller's identity or conduct.

The return policy names a different store.

It could be another trading name, but here the relationship is unexplained and the seller is unclear. You do not know which terms would apply to your order.

The only reviews are on the store's own site.

You do not have an independent source confirming those experiences.

Checkout offers only a bank transfer.

This does not prove fraud; it makes verifying the seller more important because you will not have the same payment-dispute route as with a credit card.

The discount alone does not prove fraud, but these unanswered questions are reason enough not to pay until they are resolved.

If you have already ordered and are concerned

Save the order confirmation, exact web address, advertised terms, and payment record. If the problem is delivery, contact the seller in writing and then ask your payment provider what options may apply. If you suspect you gave banking details to a fraudulent site, contact your bank promptly using an official channel.

Be wary of follow-up messages demanding another payment to “release” the order. You can use the same routine for checking a message without following its link.

FTC shopping, marketplace, and credit-card guidance checked October 7, 2026. The store and prices in this example are fictional and do not describe a real retailer.