Social media becomes top platform for retail scams in Australia

New analysis indicates social media and online forums have overtaken email as the most common platforms for retail scam activity in Australia, with changing trends in both targeted demographics and financial losses.

PACK & SEND's examination of 2024 Scamwatch data found that over 10,000 online shopping scams were reported across the country, resulting in losses exceeding AUD $2.5 million and an average loss of AUD $250 per victim.

The report identified women aged 45–54 in New South Wales as the most vulnerable group nationally, topping the Scam Vulnerability Index compiled by PACK & SEND. Middle-aged men, particularly those aged 45–54, were shown to be losing the highest amounts per scam, averaging AUD $681—nearly three times the national average loss of AUD $250.

Men in the 35–44 and 55–64-year age brackets also recorded significant average losses at AUD $536 and AUD $497 respectively. In contrast, both men and women aged over 65 lost less per scam, with men losing an average of AUD $93 and women AUD $119 per incident, although older Australians remained the most frequently targeted, accounting for 15.5% of all scams reported.

The monthly analysis revealed substantial volatility in scam losses. PACK & SEND found that the average loss per scam rose by 142.5% from March to April 2024, increasing from AUD $577 to AUD $1,225. May 2024 recorded the highest average monthly loss at AUD $1,719, while December registered the greatest number of scam incidents, with 353 reports.

For the first time, scams perpetrated through social media and online forums (26.8% of reports) surpassed those via email (23.8%) and general websites (22.9%) as the most common retail scam channels. Australians aged 35–44 appeared especially susceptible to scams originating on social platforms, making up 13.8% of all such reports.

Scams involving in-person contact, though less frequent, led to significantly larger financial losses, with an average of AUD $3,660 per incident, more than 14 times the national average.

Nicholas Woodward, Country Manager of PACK & SEND, commented on the findings, noting scammers' increasing sophistication and the shift towards digital platforms. "Scammers don't discriminate as the data shows that younger men and women are just as susceptible as seniors to retail scams. Social media and online marketplaces have overtaken traditional mediums like email and phone calls as scammers' preferred hunting grounds."

Woodward described how scammers have impersonated PACK & SEND on platforms such as Facebook Marketplace and Gumtree. He said, "Unfortunately, at PACK & SEND, we've seen scammers impersonate our business on platforms like Facebook Marketplace and Gumtree. That's why it's crucial to remain vigilant and take proactive steps to protect yourself."

He explained the company's role in supporting secure transactions for buyers and sellers on peer-to-peer platforms. "With thousands of Australians using PACK & SEND to ship goods bought and sold on peer-to-peer platforms, the company plays a vital role in supporting secure, traceable transactions. Scam prevention is a natural extension of that role—ensuring trust across eCommerce, classifieds and social selling communities."

PACK & SEND published a number of scam prevention tips as part of their findings. The company advises consumers to double-check URLs and sender emails, verify payments independently through official means before sending goods, and use tracked and insured shipping options to support dispute resolution. Keeping conversations within recognised platforms and being cautious when something feels amiss are also among the recommendations. Consumers are warned not to follow links provided by buyers, not to accept overpayments, not to disclose unnecessary personal information, and not to allow buyers to arrange their own couriers.

The analysis by PACK & SEND involved filtering Scamwatch data by demographic group, standardising financial values, and employing a tailored vulnerability scoring system based on report frequency and financial impact. This process helped identify and categorise demographic groups at varying levels of risk.

Victims of suspected scams are advised to report incidents both to the originating platform and Scamwatch.