The Barclays Scams Bulletin reveals that 38 per cent of consumers have either fallen victim to, or know someone who has been targeted by, an online marketplace scam. To add to that, a review of Barclays data also shows that of all scam claims made so far in 2025, almost half (49 per cent) originated on an online or social media marketplace. 

These figures represent clear upward trend, marking an increase of more than six percentage points compared to the same period in 2024. As well as this, across 2024, the total value of purchase scam reports, many of which begin on marketplaces, increased by six per cent compared to 2023.  

Speaking about this, Kirsty Adams, Fraud and Scams Expert at Barclays, said: “Online marketplaces are a great way to re-home unwanted items or to find sought-after goods at a discount, but they require a level of trust between buyer and seller that scammers are sadly exploiting. We urge people to take their time when making purchases and to remember the timeless mantra – ‘if it looks too good to be true, it probably is’. No bargain is worth the risk of being scammed.”

Purchase scams are consumers’ most reported scam type. A purchase scam takes place when someone is tricked into buying something which doesn't exist or is different to what was described. Many of these purchases begin with an advertisement on an online marketplace. 

Barclays data shows that purchase scams have accounted for seven in 10 claims (71 per cent) so far in 2025, and, in February, the value of the average purchase scam claim increased by around £250 year-on-year.

As you might expect, given they have grown up with online shopping being a routine part of life, 18-34 year-olds are the heaviest users of online marketplaces (30 per cent), a share substantially higher than the over-55s (18 per cent). 

Being digitally native, however, does not necessarily equate to being digitally savvy. Older shoppers are more wary of the potential pitfalls, with seven in 10 (71 per cent) reluctant to buy products via online social shopping platforms due to concerns around safety, quality and reliability.

The generational difference is reflected in claims too. Three quarters (74 per cent) of scams reported by those aged 20 and under originated on social media marketplaces, a full 30 percentage points higher  than 51-60 year olds. 

To stop scams at source, collaboration is vital. Barclays research shows that over three in four (76 per cent) consumers want the big tech firms to take more action, and 64 per cent want these organisations to go further by taking responsibility for the reimbursement of victims themselves. 

Marketplaces are incredible sources of joy for so many, as a sustainable and cost-effective way to rehome unwanted clothing, furniture, and games and a place to find sought after items at a discount, but they require a level of trust between buyer and seller that scammers are sadly exploiting. 

Adams added: “The big tech firms must take more action to prevent scams from taking place on their platforms. We continue to work collaboratively with these companies and the government to stop scammers in their tracks”.