Is it safe to buy from private sellers on eBay?

Why private sellers can be so much cheaper

• No VAT. A shop's price includes 20% VAT. A private seller doesn't charge it.
• No selling fees. Since 1 October 2024, private sellers in the UK haven't paid eBay's transaction fees on most items, so they can price lower and still come out ahead.
• They got it cheaply. Unwanted presents, competition prizes, freebies bundled with a phone contract, staff discounts, or something bought in last year's sale.
• Less genuine reasons. Counterfeits, items that have been opened or returned but listed as "new", grey imports with a non-UK plug, or stolen goods.

Your rights are weaker

When you buy from a business, goods have to be of satisfactory quality, fit for purpose and as described. You also normally have 14 days after delivery to change your mind on most things bought online.

When you buy from a private seller, the item only has to be as described. It doesn't legally have to be of satisfactory quality, and the 14-day change-of-mind right doesn't apply. If the listing says "brand new, sealed" and it isn't, that's a breach. If it's simply not as good as you hoped, you have far less comeback.

eBay's Money Back Guarantee still helps

If you pay through eBay, most purchases are covered by eBay's Money Back Guarantee. It covers items that don't arrive, and items that arrive damaged, faulty or not matching the listing, even if the seller says they don't accept returns. You open a request from your purchase history, the seller has 3 business days to respond, and if it isn't sorted you can ask eBay to step in.

On most items from private sellers, eBay adds a small Buyer Protection fee at checkout. Never agree to pay a seller outside eBay, for example by bank transfer or a "friends and family" payment, because then the guarantee won't help you.

How to tell who you're buying from

eBay shows registered business sellers in the seller section near the top right of a listing. If it doesn't say business seller, assume it's a private sale. Some people trade regularly without registering as a business, so a high number of sales of the same new item is worth noticing too.

Warning signs on a "brand new" listing

• The price is far below every shop, on a product that's often faked, such as wireless earbuds, noise-cancelling headphones or chargers.
• Only stock photos, or photos that don't show the actual box and serial label.
• A new account or very little feedback, especially if the seller has suddenly listed several of the same expensive item.
• "No returns" plus vague wording like "not sure if it works" or "untested".
• A model or region that doesn't quite match the UK version, such as an EU plug or a different model number.
• Any request to pay or message outside eBay.

A quick checklist before you buy

1. Check whether it's a business or private seller, and read their recent feedback, not just the percentage.
2. Compare the exact model number with the same item from a shop. If the private price is far lower, ask yourself why.
3. Ask the seller for a photo of the box and serial number if it's expensive.
4. Pay through eBay only.
5. When it arrives, check it straight away and open a request quickly if anything's wrong.