How do American consumers verify online retailers before purchasing?

Key findings:

• Around seven in ten US adults verify unfamiliar online retailers by checking customer reviews (69%) and confirming the availability of secure payment options (65%).
• Older consumers are more cautious about payment security, with 72% of those aged 55+ prioritizing it compared to 56% of younger adults.
• Online marketplaces and Google dominate review research, used by just over half (53% and 51% respectively), while only a third consult sellers’ own websites or third-party review platforms.
• Verified purchaser reviews are the strongest trust signal, valued by 59% of shoppers, alongside balanced feedback and star ratings (both 55%).
• Negative or suspicious reviews deter most shoppers, with 67% walking away due to mostly negative feedback.

As ecommerce continues to grow in the US, shoppers are faced with more choices, and more risks when buying from unfamiliar websites. A new YouGov survey data shows how US consumers approach online shopping from unfamiliar retailers, and which factors shape their buying decisions.

What shoppers do to verify online stores

Most US adults don’t make purchases from unknown websites without doing some research first. The most common steps are checking customer reviews (69%) and ensuring the store offers secure payment options (65%). These actions are consistent across all age groups, although shoppers over 55 (72%) are more likely to prioritize payment security than younger adults (56%) in general.

Nearly half of consumers (47%) also look for contact information, such as a physical address or phone number. A smaller share, especially among Americans aged 18-34, review a store’s social media presence as part of their evaluation (37%). This signals that a digital footprint plays a larger role in building trust with Gen Z and younger millennials.

Review habits: Where Americans go first

When researching online stores, Americans turn to multiple review sources. Online marketplaces like Amazon and eBay are the most commonly used (53%), followed closely by Google reviews (51%). A third of shoppers also check the seller’s own website (34%) or visit third-party review platforms like Trustpilot (33%).

For younger adults, social media and forums are key research channels. Adults under 35 are more than twice as likely as those over 55 to use platforms like TikTok, Instagram, or Reddit to read about others’ experiences (43% vs. 21%). These generational shifts suggest that brands aiming to reach younger consumers must manage their reputation across multiple digital spaces, and not just traditional review sites.

What makes a review worth trusting

The substance of reviews matters just as much as the source. Reviews from verified purchasers are the most important overall, selected by 59% of adults who shop online and look for reviews. This is followed by a mix of positive and negative reviews and overall star ratings, each cited by 55%. Most recent reviews matter to 49%, while 52% value detailed written feedback.

Visual content also plays a significant role, especially for younger audiences. Among 18–34-year-olds, 60% say they look for reviews that include photos or videos well above the 38% figure for adults 55 and older.

What prevents a purchase

Negative or suspicious signals frequently lead shoppers to abandon a purchase. The most common red flag is mostly negative customer reviews, which would stop 67% of consumers from proceeding. Around three in five ( 59%) say they would avoid a store if the reviews appear fake or overly positive, and 54% would do the same if no reviews are available.

Price is also a factor: 56% say they would be deterred if a deal seemed too good to be true. Roughly two-fifths (42%) of 18–34-year-olds see this as a red flag, compared to 67% of adults 55+. The older age group is also more cautious about unclear contact details, refund policies, and insecure payment methods. For example, 70% of those aged 55+ would avoid a store that requests an unusual or insecure payment method, while only 54% of younger adults say the same.

Confidence in spotting online scams

Confidence levels among US consumers vary. While most say they feel fairly confident in spotting a scam site (62%), only 15% say they are very confident. Younger adults report the highest levels of confidence, with nearly a quarter of 18-to-34-year-olds (23%) saying they feel sure they can identify fake stores.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on December 29-30, 2025, with a nationally representative sample of 1,188 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.

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