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How can I check if an online seller is legitimate before buying?

Updated October 2026 · How we answer

Short answerResearch the seller's reputation on independent review sites, check for a physical address and phone number, and look at their return and privacy policies. Also, test their customer service by emailing or calling before you buy.

Do your research

Search for the seller's name plus 'reviews' or 'scam' on Google, Trustpilot, Reddit, and the Better Business Bureau. Look for patterns of complaints about non-delivery, counterfeit goods, or poor customer service.

Check the domain age using a WHOIS lookup. If the site is less than a year old, be cautious. Also, see if the seller has a presence on social media and whether they respond to comments.

  • Search for independent reviews and complaints
  • Check domain age with WHOIS
  • Look for a social media presence with real engagement

Verify contact and policies

A legitimate seller should have a physical address and phone number listed on their website. Call the number to see if it's working and if someone answers. If only a contact form is available, that's a red flag.

Read the return policy, shipping policy, and privacy policy. If any are missing or vague, be wary. Also, check if they accept secure payment methods like credit cards or PayPal Goods & Services.

  • Physical address and phone number listed
  • Clear return and refund policy
  • Accepts credit cards or PayPal Goods & Services

Test customer service

Before buying, send an email or call with a question about the product. A legitimate seller will respond promptly and professionally. If you get no response or a generic reply, that's a warning sign.

Also, check the seller's social media pages for responsiveness. If they ignore comments or delete negative ones, that's a red flag.

  • Email or call with a pre-sale question
  • Check response time and quality
  • See how they handle negative feedback on social media

Common mistakes

  • Relying only on the seller's own website for reviews; they can be faked.
  • Assuming a professional-looking website means the seller is legitimate; many scam sites look polished.
  • Not testing customer service before buying; a responsive seller is more likely to resolve issues.
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