Buying and Selling Safely on Online Marketplaces

On peer-to-peer marketplaces the other person is usually a stranger, the platform often does not handle the money, and scammers play both buyer and seller. Facebook Marketplace, eBay, Gumtree, Vinted, local classifieds and selling groups make it easy to buy and sell second-hand goods, but they also make it easy to post a fake listing or send a fake payment confirmation. The FBI's Internet Crime Complaint Center recorded 49,572 non-payment and non-delivery complaints with reported losses of $785,436,888 in its 2024 report. This guide explains the common marketplace scams from both sides of the deal, which payment methods give you a way to get money back, and what to do if a sale goes wrong. It is written for individuals, and for anyone who runs security awareness for staff and families and wants practical, defensive advice.

Key takeaways

The payment method decides your protection. Platform checkout and credit cards give you a route to a refund; bank transfers, gift cards and crypto usually do not.
Stay inside the platform. Scammers want to move the conversation and the payment off the site, because that is where the platform's rules and protections stop.
A payment email is not a payment. Sellers should log in to their own account, typed in directly, and check the money has arrived before posting anything.
Overpayment means scam. A buyer who "accidentally" pays too much and asks for the difference back is running one of the oldest frauds on the internet.
See it, then pay. For high-value or local items, inspect in person, in a safe public place, and pay on collection using a traceable method.

How marketplace scams work

Consumer Affairs Victoria puts it simply: "Scammers pose as both sellers and buyers." The tricks differ by side, but they share three goals: get you to pay in a way that cannot be reversed, get you to hand over goods before real money arrives, or get your login and card details through a fake page.

Scams against buyers

Non-existent items: ads for products at low prices that do not exist, sometimes using another seller's photos, logos and feedback. The IC3 defines non-delivery as payment sent and goods "never received, or are of lesser quality".
Deposit or "hold" requests: a seller asks for a deposit by bank transfer to reserve a car, pet, rental or concert ticket, often claiming other buyers are waiting.
Fake escrow or delivery services: the seller insists on a "safe payment" or courier site that they control.
Counterfeits and misdescribed goods: real items that are fake, faulty or not as described.
Phishing links: messages that send you to a lookalike checkout or login page to collect card details or your marketplace password.

Scams against sellers

Overpayment: the buyer claims to have paid too much and asks you to refund the difference, backed by a fake email that looks like it came from a payment company. Consumer Affairs Victoria notes that after you send the item you find no money was ever paid.
Fake payment confirmation: an email or screenshot says payment has been made, often with a link to "log in to release the funds". Consumer Affairs Victoria lists payment confirmation emails that include a login link as a warning sign.
Courier and collection tricks: the buyer arranges their own "courier" and sends a link to pay a fee or enter card details to receive the money.
Verification code requests: a buyer asks you to read back a code sent to your phone "to prove you are real". The code is usually for one of your accounts or for a service the scammer is setting up in your name. Never share a code.
Non-payment: goods are shipped and the payment is reversed, never arrives or was never real. The IC3 defines this as goods shipped and "payment is never rendered".

Warning signs on both sides

Warning sign	Why it matters	What to do
Price far below market for a popular item	Bait for non-existent goods	Search the exact wording and photos of the ad elsewhere
Request to move to WhatsApp, text or email	Takes you outside platform rules and records	Keep all messages on the platform
Payment by bank transfer, gift card, crypto or money transfer service only	Very hard to recover	Decline, or use a method with buyer protection
"Friends and family" or personal payment requested for a purchase	Purchase protection usually does not apply	Use the goods and services option or platform checkout
Payment email with a login link	Fake confirmation or phishing	Open the payment app or site yourself and check the balance
Buyer overpays and asks for a refund of the difference	Classic overpayment fraud	Refuse; cancel the sale and report the account
Seller cannot meet, cannot video call, item is "with a courier"	Item may not exist	Buy locally or through platform checkout only
Pressure: "other buyers waiting", "pay now or lose it"	Urgency stops you checking	Slow down; a genuine seller will wait a day
Brand-new account, no history, stock photos	Throwaway or hijacked account	Check profile age, ratings and other listings

Choosing a safe payment method

The NCSC advises that paying by credit card is generally safer, that debit card payments offer less protection though a chargeback may be possible, that you should check the terms of PayPal, Apple Pay or Google Pay for what cover applies, and to never pay by direct bank transfer when shopping online with an unknown seller. On eBay, the platform policy states that "Only payment methods offered at eBay checkout are allowed", and prohibits point-to-point cash transfer services; payment on collection is allowed in some categories, such as vehicles.

Method	Protection for the buyer	Protection for the seller	Use it when
Platform checkout (where offered)	Platform guarantee, subject to its rules and eligible payment types	Platform seller protection if you follow its rules	Always, where the platform supports it
Credit card (UK)	Section 75 for single items over £100 and up to £30,000, plus chargeback; Section 75 usually does not apply when buying through a marketplace or PayPal wallet	Chargebacks can be raised against you	Buying from a business or through checkout
Debit card	Chargeback through the card scheme, not a legal right	Chargebacks possible	When credit is not available
PayPal goods and services	Buyer Protection at PayPal's discretion; Citizens Advice notes you have 180 days from payment to open a dispute	Seller Protection if shipped and eligible	Remote sales between individuals
Payment app personal transfer or "friends and family"	Usually none for purchases	Money is not easily reversed, but fakes and stolen accounts exist	Paying people you know, not strangers
Bank transfer	UK reimbursement rules for authorised push payment scams may apply to Faster Payments and CHAPS, with conditions; elsewhere, little or none	Good once cleared and confirmed in your own banking app	Large in-person purchases after inspection
Cash on collection	You see the item first; counterfeit notes are a risk for sellers	Final once checked	Local, low to medium value, in person
Gift cards, crypto, money transfer services	Effectively none	Effectively none	Never for a marketplace deal

In the UK, the Payment Systems Regulator's rules mean most victims of authorised push payment scams over Faster Payments or CHAPS are to be reimbursed within five business days, with sending and receiving firms splitting the cost. The rules have conditions and limits, so treat them as a safety net, not a reason to pay strangers by transfer. See the Authorised Push Payment (APP) Fraud Guide. For the protections attached to cards and apps in more detail, see the Protecting Your Personal Finances Online guide.

Buying safely: a step-by-step approach

Check the seller. Look at account age, ratings, other listings and whether photos appear elsewhere online. Search the exact ad text, as Consumer Affairs Victoria suggests.
Ask a specific question. Request a photo of the item with today's date or a specific angle. Fake sellers recycle stock images and cannot comply.
Keep the conversation on the platform. Messages there are evidence and are visible to the platform's trust and safety team.
Inspect high-value items in person. Meet in a busy public place, or at the seller's address for vehicles and large items, and take someone with you. For vehicles, check documents and history before any money changes hands.
Pay with a protected method. Platform checkout, credit card or a goods and services payment option. Never a deposit by bank transfer to a stranger.
Keep records. Screenshots of the listing, profile and messages, and the payment receipt, until the item has arrived and works.

Selling safely: a step-by-step approach

Use platform checkout where offered. It is usually the only way to get platform seller protection.
Confirm payment yourself. Consumer Affairs Victoria advises logging in to your account directly to check that money has cleared before sending the item, and not following links in payment confirmation emails.
Refuse overpayments. If a buyer pays too much, do not refund the difference. Cancel the sale, return nothing outside the platform, and report the buyer.
Do not click buyer-supplied links. No genuine buyer needs you to enter card details or log in on a link they send to "receive" money.
Never share verification codes. Codes sent to your phone or email are for you alone.
Collection in person: let the buyer inspect, take payment in a form you can confirm instantly in your own banking app, and do not hand over goods on a screenshot.
Protect your account. Use a unique password, a password manager and app-based MFA or a passkey on your marketplace and payment accounts, because hijacked seller accounts with good ratings are valuable to scammers. See the Password Managers Explained for Everyone Guide.

Decision guidance: which marketplace and which deal

Remote purchase, low value: use a platform with integrated checkout and a buyer guarantee. Accept that the item may not be perfect, but your money is protected.
Remote purchase, high value: avoid unless the platform holds the money until delivery. Electronics, designer goods and tickets are favourite bait.
Local purchase, high value (cars, bikes, furniture): inspect in person, then pay. For vehicles, check registration documents and service history first.
Tickets and rentals: use official resale channels or the letting agent; deposits to strangers for holiday lets and tickets are a frequent loss.
Selling to someone abroad: treat as higher risk; overpayment and fake courier scams often involve "buyers" who claim to be overseas.
Organisations selling surplus kit: use a business account, a written process for confirming payment and someone other than the seller to approve release of goods.

Spotting fake courier and payment links

Many marketplace scams end with a link. A "delivery" message asks for a small fee, a "payment pending" page asks you to verify your card, or a QR code takes you to a lookalike login. The NCSC's shopping advice is to type the official address yourself rather than clicking an unsolicited link. In the UK, forward suspicious emails to the Suspicious Email Reporting Service ([email protected]) and suspicious texts free to 7726. See the Phishing Guide and the QR Code Phishing (Quishing) Guide.

What to do if it goes wrong

Stop paying. Do not send more money to "release" goods or a refund.
Contact your bank or card provider straight away, using the number on the back of your card or the official app. Ask about a chargeback, a Section 75 claim or APP scam reimbursement as appropriate.
Open a dispute with the platform or payment provider, within its time limit (180 days for PayPal according to Citizens Advice).
Report the account to the marketplace so it can be removed.
Report the crime. In England, Wales and Northern Ireland report to Report Fraud, in Scotland to Police Scotland, in the US to the IC3, in Victoria to Consumer Affairs Victoria or Scamwatch.
Secure your accounts if you entered a password or card details on a link: change the password, enable MFA and ask the bank to replace the card.
Escalate if refused. In the UK the Financial Ombudsman Service can review a refused Section 75 or chargeback complaint.

The What to Do If You Have Been Scammed Guide covers recovery steps in more depth.

Measuring awareness in an organisation or community

If you run awareness for staff, members or a community group, these measures show whether the message is landing:

Reported scam messages: the number of marketplace and delivery scams forwarded to 7726, SERS or your own reporting address.
Known losses: the number and value of losses reported through your helpdesk or support channel, per quarter.
Protected payment use: where you sell surplus goods, the share of sales completed through checkout or a confirmed payment.
Account security: the share of staff or members who confirm MFA is on for their marketplace and payment accounts.

Common failure patterns

Trusting the screenshot: sellers post goods on the strength of a payment screenshot or email.
Going off-platform for a discount: buyers accept a lower price for a bank transfer and lose the guarantee.
Refunding an overpayment: sellers return the "extra" before the original payment is reversed or proves fake.
Using friends and family payments with strangers: the cheaper option removes purchase protection.
Reading back a code: sellers share a verification code and lose control of an account or phone number.
Weak seller passwords: reused passwords let criminals take over well-rated seller accounts and post fake listings under a trusted name.

Practitioner checklist

Use platform checkout or a credit card for remote purchases.
Never pay strangers by bank transfer, gift card, crypto or money transfer service.
Keep all messages on the platform until the deal is complete.
Inspect high-value or local items in person before paying, in a safe public place.
As a seller, confirm payment in your own account, opened directly, before releasing goods.
Refuse overpayments and never share verification codes.
Protect marketplace and payment accounts with a unique password and MFA or a passkey.
Keep screenshots of listings, profiles, messages and receipts.
Know where to report: bank first, then platform, then Report Fraud, IC3 or your local equivalent.

Online Marketplace Buying and Selling Safely Guide: Avoid Fake Buyers, Sellers and Payments