The Newshound

Scam fears are forcing one in three UK shoppers to abandon online purchases as fraudsters grow harder to spot

From the Newshound archive · first published 21 September 2026.

Fraudulent texts hit 53% of UK consumers targeted by scammers, as nearly a third of shoppers have already abandoned online purchases fearing websites were not genuine.
Fraudulent texts hit 53% of UK consumers targeted by scammers, as nearly a third of shoppers have already abandoned online purchases fearing websites were not genuine.

The Institute of Customer Service has found that scammers impersonating legitimate businesses reached 58% of UK consumers in the last 12 months. Jo Causon, the organisation's chief executive, warned that scam sophistication now poses a genuine threat to business revenues and consumer trust. Fraudulent texts were the most common method, hitting 53% of those targeted, while fake phone calls affected 49%. Over the past year, one in three consumers say scams have become harder to identify.

Nearly a third of shoppers — 31% — have already abandoned at least one online purchase over fears a website was not genuine.

Some 30% of consumers believe firms should compensate customers scammed by fraudsters posing as their brand.

Two-factor authentication and security questions are the top measures giving shoppers confidence — with 84% saying they feel safer sticking to trusted brands.

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