How to Check If an Online Seller Is Genuine Before You Buy

You found the product, read the reviews and settled on the price. Then you notice the listing has six sellers, and the cheapest one has a name you have never seen. Is that a bargain, or a problem waiting inside a cardboard box?

Most big Indian shopping apps are marketplaces. The platform hosts the listing, but the product often comes from a third-party seller, and two orders for the "same" item can come from very different places. The product page tells you about the item. The seller details tell you who you are actually trusting.

Here's how to check an online seller in about five minutes, and what to do when something doesn't add up.

Why the seller matters as much as the product

The seller decides what lands at your door. They source the stock, pack it, issue the invoice and handle the first round of any complaint. A good product from a careless seller can arrive used, damaged, missing parts or without a valid invoice, which can make the brand warranty hard to claim.

Product reviews are often shared across every seller of that item, so a 4.4 rating says little about the specific seller you're buying from. That's why the seller check is separate from the product check. Our guide to spotting fake reviews covers the product side.

The five-minute seller check

1. Read the seller name and open the profile

Find "sold by" on the product page and tap the name. Under India's Consumer Protection (E-Commerce) Rules, 2020, marketplaces have to show seller details such as the business name, address and customer care contact. A real business name and an address you can make sense of is a good start. A string of random letters with no details is not.

2. Check the seller rating, not just the product rating

Seller ratings usually reflect delivery, packaging, accuracy and how complaints were handled. Look at both the score and the number of ratings behind it. A perfect score from a handful of orders means very little. Read a few recent seller reviews if the app shows them: "used item", "box was opened" and "different model sent" are exactly what you're screening for.

3. Look at how long they've been selling

Some platforms show when a seller joined or how many orders they've completed. A seller with a long, steady history has more to lose from one bad order. A new seller isn't automatically a scam, but it's a reason to look harder at everything else.

4. Know what fulfilment badges mean

A badge saying the item is fulfilled or shipped by the platform means the platform's warehouse stores, packs and delivers it. That usually brings faster delivery and smoother returns. It doesn't mean the platform made the product or checked where the seller bought it. Treat the badge as a plus for logistics, not proof of authenticity.

5. Compare the other sellers

Open "other sellers" or "more buying choices". If the brand's own store or a well-established seller is listed, compare the price, warranty line and return policy side by side. Paying a little more to buy from the brand store is often the cheapest insurance you'll find.

The lowest-price new-seller trap

This one catches people every sale season. A product sells for roughly the same price everywhere, and then one seller lists it well below everyone else. The seller is new, has few ratings, and the item is in a category that's often faked: perfume, skincare, chargers, earbuds, shoes or watches.

Genuine stock costs roughly the same for every honest seller. When one is far cheaper, the likely explanations aren't good ones: grey imports without Indian warranty, refurbished units sold as new, near-expiry stock, or outright fakes.

A simple rule: if the gap between the cheapest seller and the brand store is bigger than a typical bank offer, find out why before you buy. Our guide to avoiding counterfeit products online goes deeper on the categories where this happens most.

Warranty and invoice: the details that matter later

You won't think about the invoice until something breaks. By then it's too late to fix.

• Read the warranty line on the listing. "Brand warranty" is what you want. "Seller warranty" means the seller, not the brand, is responsible, and that's only as good as the seller.
• See whether the brand lists authorised sellers. Some brands publish their authorised online sellers on their website. Buying outside that list can complicate warranty claims.
• Make sure you'll get a proper tax invoice. It should show the seller's name, address and GSTIN, the product and the price you paid. Download it as soon as the order ships.
• Match the model number with the brand's website. A slightly different code can mean an import model or a variant without local service.

Red flags worth walking away from

• A seller name that doesn't match the business name on the profile or invoice
• No address, or an address that's just a city name
• A price far below every other seller, with very few ratings
• "No returns" on items that are normally returnable
• Seller reviews mentioning used, empty or wrong items
• Requests to pay outside the app, by UPI or bank transfer, for a "better price"

That last one is the clearest. A genuine seller has no reason to take your payment off the platform, and once you pay outside it, the platform can't protect you.

If the seller looks off after you've ordered

1. Cancel before it ships if you can. Most apps allow free cancellation until dispatch.
2. Record the unboxing. One continuous video from the sealed package to the product is your strongest evidence.
3. Check the product straight away: model number, serial number, seals and invoice details.
4. Raise a return or complaint in the app with photos and the video, choosing an accurate reason such as "not as described".
5. Escalate to the platform's grievance officer. E-commerce platforms in India have to publish one, usually on their help or legal pages.
6. Call the National Consumer Helpline on 1915 if the platform doesn't resolve it, and use the e-Daakhil portal for a formal complaint.
7. Report fraud on 1930, the cybercrime helpline, if you paid outside the platform and lost money.

Make it a habit, not a chore

You don't need to investigate every ₹200 phone cover. Save the full check for anything expensive, anything often faked, and anything where the warranty matters. For the rest, a glance at the seller name and rating is enough.

It also helps to be sure about the product before you weigh up sellers. If you're still deciding, Nudge asks a few quick questions and gives you three picks, each with a reason it fits, and no sponsored results. Pair that with our checklist of things to check before buying online and most bad orders never happen.

Frequently asked questions

How do I know if a seller is authorised by the brand?

Check the brand's website for a list of authorised online sellers or an official store on the platform. If you can't confirm it, buy from the brand store itself.

Does a "fulfilled by" badge mean the product is genuine?

Not by itself. It means the platform stores and ships the item, which helps with delivery and returns. The seller still sourced the stock.

Is it risky to buy from a new seller?

Not always. But a new seller plus a much lower price in a commonly faked category is a real risk. Choose the brand store or an established seller instead.

Where can I complain about an online seller in India?

Start with the platform's support and grievance officer. If that fails, call the National Consumer Helpline on 1915, and file a formal complaint on e-Daakhil if needed.

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Be sure of the product before you weigh up the seller. Try Nudge.