CHARLESTON, S.C. (WCBD) – As holiday shopping ramps up, scammers are gearing up too, aiming to exploit deal-seeking consumers online. Industry experts caution that these fraudulent schemes are on the rise each year, underscoring the necessity for consumers to remain vigilant.

Annually, countless buyers are deceived by online scams, and the issue shows no signs of abating. Cybersecurity specialists highlight that online shopping scams consistently feature among the top three fraud types reported to the Federal Trade Commission (FTC).

Cliff Steinhauer, who heads Information Security and Engagement at the National Cybersecurity Alliance, notes that scammers are leveraging advanced technologies to enhance their deception techniques.

“This type of scam is frequently reported, and it recurs every holiday season. I expect it to continue escalating annually, especially with the introduction of innovative generative A.I. tools and the surge of people shopping for online bargains,” Steinhauer commented.

Fraudsters are crafting websites and advertisements that closely mimic those of legitimate retailers. By posing as reputable brands and companies, they make it challenging for consumers to differentiate between authentic and counterfeit products.

Artificial intelligence has made the problem worse.

“A.I. can be used to make really convincing fake websites that look just like the real thing. Same thing with emails and messages and things like that. So, it’s always best to go to the actual retailer that you’re trying to get to rather than clicking on any links and ads,” Steinhauer said.

One of the biggest warning signs is a deal that seems too good to be true. Experts say that’s often the first indication something isn’t right.

Shoppers should also pay close attention to website addresses (URLs). Typos, added words, strange characters, or unusual domain endings can signal a fake site.

If you decide to make a purchase, how you pay matters.

“Credit cards provide the best fraud protection,” Steinhauer said. “You can always call the credit card company and report fraud, and they will usually be able to refund the money back to your card. It’s a lot harder to do that with debit cards, and it’s almost impossible to do that with bank transfer.”

If someone believes they’ve been scammed, they should contact their bank or credit card company immediately and report the fake website or ad to the Internet Crime Complaint Center at IC3.gov. Steinhauer says shoppers should remain cautious. “Don’t trust online advertising is the biggest one because bad guys do pay a lot of money to put ads up that are meant to take us to fake sites and then beyond that, just be aware of good deals that are too good to be true and be really cautious on emails and links incoming to you from any source.”

Experts say taking a few extra seconds to double-check a website before making a purchase can prevent financial loss and a great deal of holiday stress.