Almost two fifths of Brits have experienced scams on online marketplaces
  • New Experian research reveals that 37%¹ of Brits have experienced a scam on an online marketplace – a website or app where people buy and sell goods directly
  • Those surveyed* who came across a scam revealed that they lost up to £100 - the equivalent of a typical weekly UK household food shop²
  •  Fake or counterfeit products (34%) are the most common scams experienced by people who have encountered them
  •  Over half of Gen Z surveyed (58%) say they have been exposed to scams compared to just (20%) of over-55’s
London, UK – 14 October 2025 – New research from Experian reveals that almost two fifths (37%) of Brits have experienced scams while buying or selling on online marketplaces. These marketplaces are websites or apps where people buy and sell goods directly to each other or via third-party sellers outside of traditional retail settings.
 
According to the research, when victims were asked how much money they had lost, almost 1 in 4 (22%) said £51–£100– the equivalent of many UK households’ weekly food shop². Some (13%) surveyed lost over £250, with 4% revealing a loss of £501–£1,000, while some reported losing over £1000- showing how quickly these scams can lead to consumers losing a significant amount.
 
The most common scams encountered include fake or counterfeit products (34%), requests to pay off-platform (31%), and items never arriving after payment (22%). Over half of scam victims (51%) only realised they had been scammed once their item arrived and turned out to be fake, or when it failed to arrive altogether, leaving them out of pocket with no product to show for their money.

When asked which platforms people usually came across these scams, those surveyed named:

  • Facebook Marketplace – 19%
  •  eBay – 15%
  • TikTok Shop – 12%
  • Vinted – 10%
  • Depop – 4%

Generational differences were also revealed, with (58%) of Gen Z saying that they had been scammed compared to just (16%) of Boomers. Despite younger consumers almost twice as likely to fall victim, ironically Gen Z are among the most confident in spotting scams. Millennials lead the way, with (87%) saying they feel confident3, followed by Gen Z (82%), Gen X (79%), and Boomers (73%).

John Webb, Consumer Expert at Experian, said:

“Shopping on online marketplaces is becoming increasingly popular, as it’s convenient and often a great way to find what you need. But our research shows that scams remain a common experience for many people across every age group on these platforms.

Our research revealed that 39%4 of people would pay by bank transfer to secure a high-demand item. This is one of the hardest payment methods to recover money from if something goes wrong, because unlike credit cards or secure marketplace payments, bank transfers typically offer no buyer protection- meaning once the money is sent, it can be very difficult to get it back.

So, it’s always worth taking a moment before you pay. To help protect yourself from scams stick to secure payment methods, avoid bank transfer where possible, check seller reviews beforehand, and trust your instincts. If a deal seems too good to be true, it probably is. These small steps could make a big difference in keeping your money safe online. And if you do get scammed, make sure to report the crime to Action Fraud as they’ll advise on any steps you need to take. You should also consider other organisations you may need to contact, such as a credit reference agency like Experian. They can help you rectify any damage to your credit report and, if necessary, help strengthen your security”

                                                                                                                                                                            -ENDS-

Notes to Editors

*The research was conducted by Censuswide, among a sample of 2,002 UK Nat Rep Respondents. The data was collected between 22.09.2025 – 24.09.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

[1]  Reverse of ‘I have never encountered a scam while shopping on any online marketplace(s)’ and ‘N/A – I have not shopped on any online marketplace(s)’ answers

[2]  Average weekly UK household food shop cost sourced from NimbleFins analysis of ONS data: NimbleFins – Average UK Household Cost of Food [Average UK...NimbleFins]

[3] ‘Very confident’ and ‘Somewhat confident’ answers combined

[4] All ‘Yes’ answers combined

Media contacts:

Sinnitta James, PR Executive, Corporate & Business, UK&I, Experian

Tel: +44 7890916745 / Email: sinnitta.james@experian.com

Eliza Odire-Boadi, Consumer PR Manager, Experian UK&I     

Tel: 07816192572 / Email: eliza.odire-boadi@experian.com  

About Experian

Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money.

We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.

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