Gold is considered a safe-haven asset because it acts as a store of value during periods of economic uncertainty, such as recessions, bouts of elevated inflation or stock market volatility. With sticky inflation, ongoing geopolitical unrest and uncertainty around President Donald Trump’s tariffs, gold is on a record-breaking surge, trading at $4,647.10 per ounce as of Jan. 8, 2026. The precious metal’s most recent rebound is partly driven by the U.S. attack on Venezuela, a geopolitical shock that typically drives investors toward gold and other precious metals.
If you’ve determined that now is a good time to invest in gold, you can do so by investing in equities, such as the stocks of mining companies or exchange-traded funds (ETFs) backed by gold or that hold shares of gold-mining companies. But if you prefer tangible assets, you can buy physical gold and other precious metals, such as silver, platinum, and palladium, in the form of coins, rounds, ingots, and bars.
What to know about online gold dealers
Precious metals are available through online retailers — or gold dealers — that typically offer a variety of products and can arrange for insurance, secure storage or shipping of your precious metals. There are dozens of these companies available online; however, it is important to find reputable ones with years of industry experience and a track record of positive user experiences.
Before buying gold online, you should find a reputable dealer. The best of these companies offer free shipping and buy-back guarantees, and if you’re not interested in home storage, some work with precious metal custodians to securely store your gold.
How we chose our top picks
Our editors and writers independently evaluate online gold dealers, ensuring that our content is precise and guided by editorial integrity. To narrow down our top picks, we reviewed over a dozen gold dealers, established seven categories to determine the best companies and consulted multiple authoritative sources.
Read the full methodology to learn more.
Our top picks for best online gold dealers for January 2026
- American Hartford Gold: Best Overall
- APMEX: Best Product Selection
- Goldco: Best Education
- JM Bullion: Best for Transparency
- Orion Metal Exchange: Best for Lowest-Price Guarantee
Best online gold dealer reviews
Pros
- Highly rated on consumer review websites
- Buyback commitment with no fees
- Free insured shipping
- Price match guarantee
- Strong customer service
Cons
- Website lacks pricing information
- Customers must call to purchase
HIGHLIGHTS
- Metals Available
- Gold, silver
- BBB grade
- A+
- BCA grade
- AAA
- TrustPilot Review Grade
- 4.7
Why we chose it: American Hartford Gold is highly rated across many consumer review platforms and is known for its excellent customer service.
The company stands out prominently for its strong online reputation. It has been in business since 2015. During that period, it has garnered high ratings from consumer advocacy and review organizations.
American Hartford Gold doesn’t offer as many precious metal products as some of its competitors. Notably absent from its product line are platinum and palladium products. Additionally, the website doesn’t include pricing information for the products. Customers must call to inquire about the cost of each item. However, American Hartford Gold offers a price match guarantee that ensures its product line is priced competitively and a three-step buyback program with no fees.
Pros
- Wide product selection that appeals to investors and collectors alike
- Free shipping on domestic orders of $199 or more
- Secure storage is available through Citadel
- Guarantees to ship your order within one business day
Cons
- Charges a cancellation fee of $50 or 5% of the total, whichever is greater
- Price may be higher for some payment methods
- Lower comparative Trustpilot rating
HIGHLIGHTS
- Metals available
- Gold, silver, platinum, palladium, bullion
- BBB grade
- A+
- BCA grade
- AAA
- TrustPilot Review Grade
- 4.7
Why we chose it: American Precious Metals Exchange (APMEX) offers customers a wide range of investment choices, including rare coins, collectibles and IRA-eligible precious metal products. Its website notes that it offers more than 30,000 products and serves 1.7 million customers.
With over 20 years in business, positive third-party ratings and a clean record with the Consumer Financial Protection Bureau (CFPB), APMEX is among the market’s most trusted online gold dealers. Of its nearly 8,000 Trustpilot reviews, 86% are five-star ratings. The company’s large selection of precious metals ranges from silver and platinum bars to medieval and ancient coins. APMEX also offers products that are eligible for self-directed IRA investment. The company offers secure storage of precious metals through Citadel, which is backed by Brink’s Global Services.
There is a 4% discount if you pay with paper checks, eChecks, bank wire or trade. You may pay more if you use a credit card, PayPal or Bitcoin. Additionally, the company offers free shipping on orders over $199.
Pros
- Wide range of educational materials available
- Many product choices, including IRA-eligible coins and bullion
- Strong customer service
Cons
- Website lacks detailed product and pricing information
- Customers must call to purchase
HIGHLIGHTS
- Metals available
- Gold, silver
- BBB grade
- A+
- BCA grade
- AAA
- TrustPillot Review Grade
- 4.8
Why we chose it: Compared to other online gold dealers, Goldco’s website is one of the most comprehensive resources for learning about buying precious metals, which can be especially helpful for beginners.
Goldco has published over 800 articles on the subject, which are collated into a searchable library for users of all experience levels. Whether you want to read a beginner’s guide to investing in precious metals or gold IRAs, discover what to expect from the Federal Reserve over the next few months or how silver prices could be impacted by the electric vehicle industry, you can find what you’re looking for in Goldco’s resources.
Goldco offers a full selection of precious metal products, including IRA-eligible metals. Although the company provides extensive educational materials about these physical assets, the website lacks information on Goldco’s products beyond its gold and silver coin offerings. Shoppers must call customer service to learn more about pricing and to place an order.
Pros
- Free shipping with orders over $199
- Volume and military discounts
- Website lists product specifications and pricing tiers
- Items can be returned within five days
Cons
- Will only buy back $1,000 or more of metals
- Price may be higher for some payment methods
HIGHLIGHTS
- Metals available
- Gold, silver, platinum, palladium, copper, bullion
- BBB grade
- A+
- BCA grade
- BB
- TrustPilot Review Grade
- 4.0
Why we chose it: JM Bullion offers an array of precious metal products, including gold, silver, platinum, palladium, and copper in the form of coins, rounds, and bars, as well as rare metal bullion. Each product page contains detailed information about the item, including its history, weight, condition and more.
The price you pay for any given item will vary depending on your chosen payment method. The different costs are outlined on the product page before you add the item to your cart. You’ll pay the least per item if you purchase via eCheck, paper check or bank wire transfer. JM Bullion also accepts debit cards, Bitcoin (or other cryptocurrency) and PayPal, but you’ll pay a bit more per item when you use those payment methods.
If you purchase a large amount, JM Bullion offers a volume (or bulk) discount. The more you purchase, the less you may pay for a particular asset. There is also a discount for active military service members.
We consider JM Bullion’s purchasing process to be quick and straightforward. All orders over $199 ship for free with insurance. You can return your order within five days but may be responsible for any market losses. JM Bullion will buy your gold and silver, according to its website, it maintains a minimum “Sell-To-Us” amount of $1,000. For amounts under $1,000, the company provides a local directory to help sellers find buyers in all 50 U.S. states and Washington, D.C.
Pros
- Will meet any competitor's advertised price
- Dedicated in-house IRA department
- Offers a fee-free buyback program
- Gold, silver, platinum and palladium products for sale online
Cons
- Fewer educational resources than some competitors offer
- Requires you to call to learn about precious metal bar pricing and availability
- Minimum purchase requirement of $10,000
HIGHLIGHTS
- Metals available
- Gold, silver, platinum, palladium
- BBB grade
- A+
- BCA grade
- CCC
- TrustPilot Review Grade
- 4.9
Why we chose it: Orion Metal Exchange offers competitive pricing and will beat the advertised metal prices of any competitor.
The company offers gold, silver, platinum and palladium products for retirement accounts or ownership in commercial depositories or home storage. Unlike many of its competitors, Orion Metal Exchange lists its prices for all its metal coin products on its website and lets you complete your purchase online. It offers popular coins, such as American Eagle and Canadian Maple Leaf coins. However, one drawback is that it doesn’t list pricing and product details for any of its precious metal bars. Customers interested in purchasing gold, silver, platinum or palladium bars must call the company for pricing and product availability.
Like most online bullion dealers, Orion offers a free introductory kit to help customers familiarize themselves with precious metals investing. However, we noted that the company doesn’t offer as many online educational resources for gold investors to learn immediately and independently.
Other companies we considered
The following companies didn’t make our top list of best online gold dealers, but they may still be reliable choices for you to consider:
BGASC (Buy Gold and Silver Coins): The company offers a wide selection of foreign coins and bars, including South African Krugerrands, Australian Kangaroo and Austrian Silver Vienna Philharmonic coins. BGASC has an A+ rating from the BBB.
Money Metals Exchange: This online dealer is a good choice for buying gold in small increments. You can also sign up for automatic monthly purchases to create a reliable savings plan. Money Metals Exchange has an A+ rating from the BBB.
SD Bullion: This company has a reputation for offering low prices. SD Bullion has an A+ rating from the BBB.
What you need to know about online gold dealers
Before investing in gold bullion, there are several important factors to consider. In this guide, we’ll review what you need to know, including how gold is valued, how to avoid scams and the pros and cons of investing in the precious metal.
Three things to know before buying gold online
First, you must understand gold is not a guaranteed investment. Like any other commodity (i.e., a raw material that can be bought and sold, especially on an exchange), you can expect frequent fluctuations in the price of gold, so you should consider it a long-term investment. Financial advisors commonly suggest investing only money you can afford to lose and allocating no more than 5% to 10% of your investment portfolio to precious metals.
Second, it’s important to consider the various gold products available to you for investment. Gold coins and bars differ in weights, sizes and levels of purity. If you intend to invest in gold as part of your retirement strategy with a gold IRA, be aware that not all precious metal products are IRS-approved and eligible for a self-directed IRA.
Third, make sure you thoroughly research reputable gold dealers. Only purchase from trustworthy companies that have strong reputations, good user reviews and are accredited by organizations like the BBB. Be mindful that precious metals dealers mark up the price of gold (i.e., “the spread”) that they sell from the spot price — meaning they sell it slightly higher than what it’s currently worth on the market. Review prices from multiple dealers before choosing which one to invest with.
How to avoid scams when buying gold online
The best way to avoid scams when purchasing gold is to use a reputable precious metals dealer with transparent pricing and information. Avoid buying gold on unregulated platforms like Facebook and eBay. It’s also recommended that you review the dealers’ ratings on sites like the BBB and user review platforms like Trustpilot.
Before investing, consider discussing your options with a financial advisor who can help determine if buying gold fits your financial goals.
Benefits of buying physical gold
Investors who purchase physical gold often do so because it is a store of value that, for millennia, has been considered a high-value commodity with a relatively stable price. It is also considered a safe-haven asset that performs well during times of economic difficulty, high inflation and currency devaluation.
Another benefit of owning the precious metal is the diversification it can provide as an alternative asset. Investing in gold can help you diversify your portfolio, reducing overall risk.
Lastly, gold is a relatively liquid asset you can easily buy and sell and as a tangible asset, owning physical gold offers a sense of security that many other investments do not provide.
Drawbacks of buying physical gold
Like any investment, buying physical gold has its drawbacks. It can incur costly storage and insurance fees, and in the short term, gold can experience elevated price volatility.
Importantly, gold is not an income-generating asset. Because physical gold doesn’t pay dividends, interest or provide income like stocks, bonds or real estate, it might not align with your investment strategies. Read our guide on how to generate passive income for other ideas.
How we chose the best online gold dealers
To find the best online gold dealers, we extensively researched companies’ product offerings, pricing, customer service, BBB and BCA ratings and accreditations, website features, buyback policies, shipping costs and storage options. With a clear understanding of the different types of products and services available, we evaluated gold dealers based on the following criteria.
- Customer satisfaction: Customer satisfaction scores provide valuable insight into how clients perceive a company’s products and services. To select the best online gold dealers, we carefully considered accreditations and ratings via the BBB, the CFPB and customer review platform Trustpilot in order to form an understanding of each gold dealer’s customer service experience, including response times, payment options and complaint rectification.
- Products and services: We vetted each company’s website to determine the range of products and services offered, including but not limited the types of precious metals and their various products available, the amount required to be purchased in order to qualify for free shipping, buyback policies and custodial storage options.
- Consumer resources: We thoroughly reviewed the online gold dealers’ websites to establish the level of free educational resources available to current and prospective customers, including beginner’s guides for precious metal investing, current market news and retirement planning.
Latest News in Gold
At the time of writing, the price of gold stands at around $4,467.10 per troy ounce and shows no sign of slowing. By mid-2026, Goldman Sachs anticipates a 6% price increase for the precious metal.
The current gold rush is creating trouble for the jewelry industry, and both large and small retailers are taking measures to adapt. Business Insider reports that Danish retailer Pandora, which initially planned to adjust its prices to offset gold costs, even considered using alternative materials like stainless steel during a recent earnings call. Other boutique jewelers are considering simpler and cheaper designs using lower-karat gold or other metals such as platinum.
Though gold’s meteoric rise has everyday people lining up at gold shops to sell and buy, central banks and exchange-traded funds are the main forces driving the trend, stockpiling gold “to hedge against economic and policy risks”, according to Morgan Stanley.
Investing in precious metals is very tempting at the moment, but the U.S. Commodity Futures Trading Commission cautions that “gold and other precious metals are highly volatile and past performance is not a good predictor of future returns.”
Online Gold Dealers FAQs
How much is a gold bar worth?
The value of a gold bar depends on the spot price of gold and the weight of the bar. Many online gold dealers offer real-time gold price trackers so that you can get updated information on current prices.
How much gold can you buy online?
There are no laws governing the maximum amount of gold you can own. However, some online gold dealers may set minimum investment amounts for certain financial products, like gold IRAs.
Is it better to invest in gold with a bank or with a dealer?
There are a limited number of banks that sell gold, and the ones that do typically have limited options. It’s easier to purchase precious metals from reputable online dealers. Additionally, while many online gold dealers offer buyback programs, if you want to sell your gold, banks typically will not repurchase it.
How can I find gold dealers near me?
Depending on where you live, there could be gold dealers available in your area. You can start by searching online for “gold dealers near me.” Most local companies are coin dealers. But since there are so many online gold retailers, you don’t need to limit yourself to local dealers. Most online dealers do business nationwide.
Summary of Money’s Best Online Gold Dealers for January 2026
- American Hartford Gold: Best Overall
- APMEX: Best Product Selection
- Goldco: Best Education
- JM Bullion: Best for Transparency
- Orion Metal Exchange: Best for Lowest-Price Guarantee