Online shopping scams are increasing as digital technology becomes more advanced. In recent years, many 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 use warm images of traditional craftwork and emotional stories about long-running studios or owners closing shops after many years. Investigations have shown that many of these stores actually operate from overseas while presenting themselves as local businesses. A 2025 study by the Pew Research Center reported that about 36 percent of American consumers did not receive refunds for online purchases that were fake or never delivered, raising concerns about trust in online marketplaces.

Experts say scammers use professional website design and stock images to appear legitimate. Marketing researchers report that some sellers use artificial intelligence to create realistic photos and false business histories, which makes scam websites harder to identify. Specialists from Virginia Tech advise shoppers to check customer reviews, website registration dates, and business addresses before making purchases. However, reviews may also be misleading. Consumer protection groups such as the Better Business Bureau recommend checking how long a website has existed and whether customer feedback is consistent over time. Experts warn that while technology has improved online shopping, it has also increased the risk of fraud.