Stop getting duped—how to shop online with confidence

For this week’s No More Ls column, we’re looking at how to shop online and get what you paid for, without any disappointment, money lost or scams.

You’ve seen the videos on social media: A person clicks on an Instagram ad for a cool jacket, impulsively hits add to cart, and the garment that arrives looks wildly different from the listing photos. (Or perhaps you’ve been that unlucky shopper? We don’t judge.) These posts get a lot of laughs, but it’s far less funny when it’s your credit card that was charged for the item that, in retrospect, looks produced by AI.

When so much of our purchasing happens online, it’s easy to fall prey to too-good-to-be-true e-commerce listings that leave us with less money in the bank, a twinge of shame and, often, something we can’t return. Ultra-fast fashion retailers like Temu and Shein have long been accused of selling products with altered or stolen photos, unreliable descriptions and reviews that seem a little too positive. But with the advent of AI, it’s getting increasingly difficult to spot fakes. Plus, the recent news that Everlane, a brand once considered trailblazing for its transparent pricing, size-inclusive e-commerce models and sustainable practices, had been acquired by Shein has made shoppers even more skeptical about what to trust when shopping online.

Repeat after us: Fake reviews sell a product, real reviews tell a story

This is a mantra that Edmonton-based consumer protection expert Julie Matthews lives by. “Fake reviews tend to be more vague with a lot less detail, whereas real reviews tend to talk about specifics,” says Matthews. For clothing, she says legitimate reviewers “mention how it feels—soft, scratchy—and whether it washed well.” For tech, look for “talk about setup or software issues.” And for appliances, “people tend to mention whether it was noisy or not, or whether it was too big.” The takeaway: “Fake reviews really struggle with a lot of those specific details.”

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On top of that, look at the range of reviews. For fake ones, Matthews explains the two main kinds are from the companies or staff that try to pump themselves up with glowing comments or people who are trying to hurt businesses, like a competitor sharing an onslaught of one-star reviews. She says to look for “middle-of-the-road” appraisals. “If it’s all good or all bad, that’s the warning sign. Most products, businesses and services also should have some three- and four-star reviews.” With customer photos, too. And check for reviews on third-party sites, like TrustPilot, Yelp, Reddit, app stores and others.

Other red flags: The reviewer only posted one review ever, they don’t have a picture or it looks altered or sketchy, according to Matthews.

Cast a trained eye when looking at product photography

The first thing shoppers should look for is consistency across all images on the website, says Toronto-based commercial photographer Katherine Ivon. “When you scroll through a brand’s site and the images all share the same lighting, styling and overall feel, that usually tells you the photography was intentional. The brand has likely invested in visuals that genuinely represent their product and their point of view,” she says. “When the images jump around from one concept to another, it often means that the brand is relying on supplier-provided photos, CGI [computer-generated imagery] mockups or stock photography.” Ivon says those graphics can look polished, but rarely capture the true textures and details of an item.

There are a few visual cues to look for in a brand that’s confident in what they're selling, says Ivon. “Plenty of angles, real close-ups and detailed texture shots, and ideally a video or a 360-degree view.”

For e-commerce visuals of clothing in particular, the more variety, the more trustworthy the seller. “The most useful things to look for are movement and video, back and side views, and ideally the same piece shown on more than one body—those are much harder to fake than a single hero shot.”

Beware of overly retouched product photos

AI is often behind those too-polished videos and photos. “Sometimes they’ve stolen the image of a celebrity or a model,” says Matthews, who adds that while this is particularly prevalent in the beauty and skincare space, she’s been targeted by AI social media ads for everything, even germinating seeds promising to make grass grow faster.

So, how can you spot e-com photos that have been retouched into oblivion? Look for a lack of small details on collars, cuffs, buttons and seams, or an absence of texture.

“Retouching should make the photo match the product, not change the product,” says Ivon, who began her career in photo retouching before starting her own commercial photography business. “Cleaning up dust, removing stray hairs or correcting an unwanted colour cast—that's what we aim for. Retouching should bring the product closer to its real-life appearance, instead of creating a new reality that was never there to begin with.”

Behind the scenes for legit photos, there’s a lot happening—including, for example, “a stylist pinning and steaming the piece, laying it flat and symmetrical,” says Ivon. “So when an image has had all of that care and still shows imperfections in those small areas, it’s a strong signal that the product simply isn’t that well-made.”

Don’t shop directly through social media links

It may be less convenient, but always go directly to the source—the retailer’s website. “I don’t advise clicking on an ad on social media and buying a product that way,” says Matthews. Consumers can be directed to an illegitimate website, where they may give away their credit card information. “Sometimes they get the product but it looks nothing like what they ordered. Sometimes they never receive anything. And when they go back and do some research, they realize they have no idea which website they bought from.”

Of course, our algorithms tend to know us well. While social media can be valuable as a source of shopping inspiration, Matthews simply recommends researching an appealling product independently on the general web. That way, you can check the url to verify you've landed on the retailer's actual website—not a copycat. “Look for the company that actually makes it,” she says.

Always check the return policy carefully before completing your online purchase

It’s wise to pore over the return policy, no matter what you’re buying online. “Retailers sometimes hide that information,” says Matthews. “I know so many people who have been burned. No refund, no exchange, no anything.” Matthews notes this is particularly true for clothing. And contrary to a widely held belief, stores are not legally obligated to refund you if you’re unsatisfied. Businesses set their own rules. “If they want no refund or exchange policy, as long as they can prove that they notified you in some way, even if it’s in very small print on the back of your receipt or on the website, they can do so.”

Use a combination of instinct and discernment when making an online purchase

At the risk of sounding paranoid, Matthews stresses that online scams are getting extremely sophisticated. “We all need to educate ourselves so that we can protect ourselves. One of the biggest things we push right now in fraud prevention is not just about recognizing red flags or promises that are too good to be true—it’s about spotting manipulation.”

The key is to do additional research on any ad or review that seems suspicious. “We really need to trust nothing and research everything when it comes to photos and videos.”

Read more from this issue of The Get:

1. How to save $10,000 and $100,000 on a Canadian salary
2. Money management for couples: For richer, not poorer
3. George Stern on how to deal with a toxic manager—and not be one yourself
4. Why can’t I find a job I like?