How UK shoppers check if an online store is legit before purchasing

Key findings:

• Around seven in ten UK adults check customer reviews or ratings and look for secure payment options before buying from an unfamiliar online store.
• Third-party platforms dominate review research, with 61% of UK adults using sites like Trustpilot and just 26% relying on reviews on a seller’s own website.
• Verified purchaser reviews are the strongest trust signal, rated as important by 60% of consumers, ahead of recency (49%) and detailed written feedback (46%).
• Negative reviews and suspicious payments are major dealbreakers, deterring around two-thirds of consumers (69% and 67% respectively).

Online shopping has grown rapidly but so have online scams. Fraudulent websites, fake reviews, and suspicious payment requests can make consumers think twice before clicking “buy”. New data from a YouGov survey highlights how UK consumers assess the legitimacy of unfamiliar online stores.

Trust starts with reviews and payment security

Most UK consumers take active steps to verify an online store before purchasing. The two most common actions are checking customer reviews or ratings (71%) and looking for secure payment options, such as PayPal or credit card protection (72%). Although these behaviours are consistent across age groups, younger adults aged 18 to 24 are less likely to look for secure payment options than older shoppers (55% vs. 80% of 55+ years).

Checking for clear contact details or a physical address is also common, with 45% of adults taking this step. A smaller share (23%) look for an active social media presence. Among younger adults, though, this rises significantly, suggesting that social media is a stronger trust signal for Gen Z than for older consumers (40% of 18-24-year-olds vs. 14% of 55+).

Where people look for reviews

Consumers rely most on third-party sources when researching online stores. Review websites such as Trustpilot are the most popular destination, used by 61% of UK adults. Online marketplaces with buyer reviews, such as Amazon and eBay (51%), are another key source, followed by Google reviews (45%). Reviews posted on a seller’s own website are consulted less often (26%).

Younger adults are more likely to use social media and online forums to read customer feedback. Just over half of 18-to-24-year-olds (51%) say they look at platforms like Instagram, TikTok, or Facebook for reviews, compared to only 10% of those aged 55 and older. Forums and community sites such as Reddit also play a bigger role among younger age groups (32% of 18-24 and 25-34-year-olds).

What makes a review trustworthy?

Consumers who shop online and look for reviews pay attention to who is writing reviews and how recent and balanced the feedback appears. Reviews from verified purchasers are the most important factor for 60% of adults. A mix of both positive and negative reviews comes next (54%), followed closely by how recent the reviews are (49%). Detailed written comments matter to nearly half of consumers (46%), and around two in five say that reviews with photos or videos influence their decision (40%). The role of visual content is especially important for younger adults (54%), while older adults place more value on verified reviewers (69%).

Red flags that make consumers walk away

Many consumers have clear dealbreakers that stop them from completing a purchase. The most common concern is mostly negative customer reviews, which would deter 69% of UK adults. More than two-thirds of consumers say they would avoid stores with requests for unusual or insecure payment methods (67%), and fake or overly positive reviews (64%). Prices that seem too good to be true is also a major red flag (61%). For older adults (55+), unclear or missing contact details (63%) and unusually low prices (73%) also raise suspicion more than they do for younger shoppers.

This shows that while price is important, it’s the ability to verify that often decides whether a consumer follows through with a purchase.

Confidence in spotting scams

While most UK adults feel reasonably confident navigating the online shopping landscape, few feel completely sure of their ability to spot scams. Around 13% say they are very confident in detecting fake or fraudulent sites. The majority (71%) say they are fairly confident, while 10% say they are not very confident. Confidence is highest among younger adults, particularly those aged 18 to 24, and lowest among older age groups.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 29-30 December 2025, with a nationally representative sample of 2,119 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.

Image: Getty Images