Check before you buy online

These risks include scams on websites and online marketplaces, as well as follow-up scams such as fake delivery or parcel messages. Taking a minute to check before you buy is much easier than trying to get your money back later.

Before you pay: quick safety checklist

• Do you trust the seller?
• Have you checked reviews?
• Is the total price clear, including delivery costs and fees?
• Are you using a secure payment method?
• Does anything feel rushed or unusual, such as pressure tactics like countdown timers or limited-time offers?

If you’re unsure, do not proceed with the purchase. Take time to check the seller or find a more trusted retailer.

Common online shopping scams

Common scams

Fake websites and delivery scams

• fake websites that look real but never deliver
• fake tracking numbers or ‘delivered’ claims
• fake delivery or parcel messages pretending to be from couriers (for example, asking for payment or personal details)

Fake products and endorsements

• counterfeit goods sold as the real deal
• fake endorsements using celebrities or influencers

Misleading products and sales

• products that don’t match what was advertised (this may be a consumer rights issue rather than a scam)
• fake or misleading ‘going out of business’ sales

Hidden charges

• hidden subscriptions or recurring charges
• surprise fees added at checkout

Misleading business practices

Some misleading online business practices can also cause problems.

Fake discounts

Prices that look heavily reduced but aren’t genuine. For example, the original price is inflated to make the ‘sale’ look better.

Countdown timers and other ‘last-minute’ deals

These are designed to create pressure to buy quickly, even when the deal isn’t limited.

Automatic subscriptions

These can be difficult to cancel and may continue charging you unless you actively opt out.

Hidden fees

Extra costs may be added during the checkout process or only disclosed late in the purchase process.

Poor-quality or unsafe products

Products may be lower quality than expected or may not meet appropriate safety standards.

Warning signs to look out for

Some signs a website or seller may be a scam include:

• prices that are much lower than other sellers
• spelling or grammar mistakes
• unusual website address similar to, but not quite the same as, who they say they are
• no contact details, or only an email address or social media links
• requests for payment by bank transfer or cryptocurrency
• pressure to buy quickly, such as ‘last chance’ or ‘only one left’
• celebrity or influencer endorsements that seem fake
• new products that have gone ‘viral’, sold by non-branded sites.

How to avoid online shopping scams

Before you buy:

• take time before paying – don’t rush
• avoid pressure tactics like ‘limited time only’
• check seller reviews
• use a scam checker website, such as Netsafe, to help confirm the business is legitimate
• don’t trust deals that seem too good to be true
• confirm the full price before paying, including delivery and fees.

You can use Netsafe's scam checker to help identify suspicious websites:

Spot a scam(external link)  – Netsafe

Test your scam-spotting skills

Think you can spot the warning signs of an online shopping scam?

Work through these examples to learn what to look out for before you buy.

Scenario 1: The bargain deal

You're looking for Taylor Swift concert tickets online.

You find a seller offering tickets for $100 each. Similar tickets are selling elsewhere for more than $400.

The seller says: “Lots of people are interested. Pay by bank transfer in the next 10 minutes or you'll miss out.”

What should you do?

1. Buy the tickets before they're gone.
2. Ask the seller to hold the tickets.
3. Check the seller, reviews and payment method before paying.

Best option

c. Check the seller, reviews and payment method before paying.

Warning signs

• The price is much lower than expected.
• The seller is creating pressure to act quickly.
• They want payment by bank transfer.

Scenario 2: The social media ad

While scrolling social media, you see an advertisement for a popular clothing brand offering 80% off everything.

The website looks professional, but you can't find any contact information or customer reviews.

What should you do?

1. Place an order before the sale ends.
2. Check independent reviews and look for business information.
3. Assume the website is safe because it looks genuine.

Best option

b. Check independent reviews and look for business information.

Warning signs

• Discounts that seem too good to be true.
• No clear contact information.
• No reliable customer reviews.

Scenario 3: The last chance offer

You're shopping online and see a countdown timer that says:

"Sale ends in 5 minutes!"

You refresh the page and the timer starts again.

What should you do?

1. Rush to buy before time runs out.
2. Stop and consider whether the urgency is genuine.
3. Ignore other warning signs because the deal looks good.

Best option

b. Stop and consider whether the urgency is genuine.

Warning signs

• Pressure to act immediately.
• Countdown timers or ‘limited time’ messages that create urgency.
• Discounts that seem too good to be true.
• Sales tactics designed to rush your decision.

Check the seller before you buy

Before you click ‘pay now’, check:

• the business name, contact details and location
• the website is secure (look for https and a padlock symbol)
• delivery, return and refund terms are clear
• the seller appears legitimate – do not rely on a ‘.co.nz’ web address alone
• you are using a secure payment method.

Use safer payment methods

• Pay by credit or debit card
• Use trusted platforms with buyer protection or dispute processes
• Avoid bank transfers, gift cards or direct payments

Some payment methods offer better protection if something goes wrong. For example, credit cards and secure payment platforms may make it easier to get your money back. Bank transfers and gift cards usually don’t offer the same level of protection.

If you think you’ve been scammed, act quickly. Contact your bank and report the scam.

Buying from private sellers

When buying from a private seller online:

• do the trade in person
• ask to see the item before sending payment
• be cautious if the seller delays the sale or changes pickup details
• provide minimal personal details
• use a trusted payment service or pay cash.