Having just been tidily ripped off by a seller with positive ratings on (currently down) zeroin, I'd suggest:
1) Not paying F&F. Offer to pay the extra couple of pounds in fees. If they insist on F&F, they're either planning to scam you, or they're too lazy to set up a seller account which is also a bad sign. See also sellers who haven't bothered to get all the details of their item to hand before they advertise it, or who haven't planned which courier they'll use.
2) Only deal with sellers who can provide recent positive referees, and then actively check them.
3) The matey-matier they are, the scammy-scammier they are.
I'll be approaching any future deals with considerably more scepticism and caution.
One thing I'll just pop in here with from the other perspective - I sold quite a large job lot over paypal for £600, but only about £530 showed through - it transpires they'd selected the "pay for goods and services" and also they'd sent me the payment somehow through USD and back again - so it had gone through 2 currency conversions, plus a 3.4% fee, which I'd ended up stuck with - I'd already negotiated way down lower than I really wanted to go, so the extra £70 was a kick in the teeth.
I'm always happy to sell to someone using the goods and services, but it can also make things awkward if I end up receiving a lot less than I was expecting, or if they end up paying a lot more than they were expecting, depending on where fees are going.
I found that this is an even bigger problem when people have signed up to paypal.com instead of paypal.co.uk unknowingly, as it seems to incur a reciprocal USD conversion fee as well.
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