Online shopping scams are becoming more common as digital tools grow more advanced. In recent years, several online stores have appeared during major shopping seasons, especially before winter holidays, claiming to be small, family-run businesses selling handmade clothing. These websites often show warm images of traditional craftwork and include emotional stories about long-running studios or founders closing shops after many years. However, investigations have shown that many of these stores operate from overseas despite claiming local roots. Research published in 2025 by the Pew Research Center reported that about 36 percent of American consumers did not receive refunds for online purchases that were counterfeit or never delivered. This pattern shows a pervasive problem affecting online shoppers in multiple countries and highlights growing concern about trust in digital marketplaces.

Experts explain that scammers often rely on carefully designed websites and stock images to appear authentic. Marketing researchers note that some sellers use artificial intelligence to create realistic photos and false business histories, which makes fraudulent sites harder to detect. Computer science specialists from Virginia Tech advise shoppers to examine reviews, website registration details, and business addresses before making purchases. This level of scrutiny can help reduce risk, although reviews themselves may sometimes be deceptive. Consumer protection groups such as the Better Business Bureau recommend checking how long a website has existed and whether past customer feedback is consistent over time. While technology has improved online shopping convenience, it has also enabled more fraudulent activity. Experts emphasize that careful research can mitigate potential losses, especially as digital tools continue to evolve and online scams become more sophisticated.