Don’t Get Scammed: The 6 Best Places to Buy Gold Online in 2026

Gold’s role as a store of value is back in the spotlight as prices hover near record highs after a dramatic surge in early 2026, with gold up roughly 80–90% versus a year ago. In an environment of geopolitical tension, a weaker dollar, and aggressive central‑bank buying, more investors are turning to physical bullion as a hedge against inflation, currency risk, and financial‑system stress.

As this renewed bull market unfolds, investors no longer need to rely on local coin shops or bullion dealers to gain exposure to physical metal. Online gold platforms make it possible to compare live premiums over spot, access global inventories of coins, bars, and investment‑grade bullion, and execute trades in minutes from a phone or laptop. For first‑time buyers, that means a lower barrier to owning tangible assets; for seasoned stackers, it opens up tighter pricing, broader product choice, and integrated options for secure storage or insured delivery.

This guide walks through how leading online gold dealers operate, covering pricing transparency, product selection, account minimums, fees, service models, and security, so you can match the right platform to your goals, whether you are dollar‑cost averaging into this rally, funding a precious‑metals IRA, or locking in physical ounces while prices are on the move.

Best Online Gold Dealers

Preserve Gold

Preserve Gold was founded in 2022 and represents a newer entrant in the online precious metals dealer space. Despite its recent establishment, the company has built a customer service infrastructure emphasizing accessibility and satisfaction guarantees. Preserve Gold offers both direct purchases and self-directed IRA accounts, with a focus on investors seeking transparent pricing and responsive support. The company holds an A rating from the Better Business Bureau and partners with multiple IRS-approved custodians and depositories to facilitate retirement account compliance.

The minimum account requirement is ten thousand dollars. Setup fees range from fifty to one hundred dollars depending on the custodian selected, and annual maintenance fees vary by custodian rather than being standardized by Preserve Gold. This variability means total cost of ownership differs based on which IRA administrator a client chooses. The dealer offers gold, silver, platinum, and palladium in both coin and bar formats, providing broader metal selection than some competitors. Preserve Gold implements a price-match policy and offers a twenty-four-hour satisfaction guarantee following purchase.

Storage options include Texas Precious Metal Depository, International Depository Services, and Delaware Depository, giving clients geographic and operational diversity in where physical metals are held. Preserve Gold assigns dedicated precious metals specialists who provide lifetime account support, maintaining continuity in the client relationship. The company provides educational resources including e-books and market outlook publications to help investors understand precious metals market dynamics. Direct purchases can be delivered to the buyer’s address, though IRA-held metals must remain in approved storage facilities.

Preserve Gold’s buyback program includes zero liquidation fees for existing clients, which can reduce transaction costs when converting metals back to cash. However, the specific pricing structure for buybacks relative to spot prices is not publicly disclosed. The company’s emphasis on customer-centric policies reflects its positioning as a service-oriented dealer rather than a high-volume exchange. The price-match guarantee requires clients to identify competing offers, placing research responsibility on the buyer but potentially securing better pricing.

This dealer serves investors who value recent company establishment with modern customer service practices over long operational history. The variable custodian fees introduce complexity in cost comparison but allow optimization based on account size and service preferences. The twenty-four-hour satisfaction window is shorter than some competitors’ policies. Preserve Gold fits investors seeking full-spectrum precious metals access with relationship-based support and those comfortable evaluating custodian options independently.

American Hartford Gold

American Hartford Gold operates as a full-service precious metals dealer specializing in both direct purchases and self-directed IRA accounts. Founded in 2015, the company positions itself toward investors seeking guided service and educational support throughout the investment process. The dealer was ranked first among gold companies on the Inc 5000 list and maintains an A+ rating from the Better Business Bureau. The company is family-owned and focuses on customers who prefer a consultative approach rather than self-directed transactions.

Account opening requires a minimum investment of ten thousand dollars, which places American Hartford Gold in the higher tier of entry requirements among online dealers. Annual IRA fees are seventy-five dollars for accounts valued at one hundred thousand dollars or less, and one hundred twenty-five dollars for accounts exceeding that threshold. Direct purchases incur no shipping charges regardless of order size. The company offers gold, silver, platinum, and palladium in both bar and coin formats, though product selection is narrower than high-volume exchanges.

The dealer provides free delivery for direct purchases or storage through partner depositories including Delaware Depository and Brinks Global Services. IRA accounts must be stored at approved facilities per Internal Revenue Service regulations. American Hartford Gold assigns consultants to assist with account setup and provides ongoing educational materials and market updates to account holders. The company offers a free gold IRA information kit for prospective investors. Customer service is structured around relationship-based support rather than transactional efficiency.

American Hartford Gold does not publish real-time pricing on its website, requiring prospective buyers to contact representatives for current quotes. This approach prioritizes personalized service but reduces pricing transparency compared to platforms displaying live spot-price-plus-premium models. The company’s buyback guarantee allows clients to sell metals back without fees, which can simplify exit strategies or required minimum distributions from retirement accounts. However, buyback pricing terms are determined at the time of transaction rather than guaranteed in advance.

This dealer serves investors who value guidance and ongoing support over self-service convenience. The ten-thousand-dollar minimum excludes smaller investors or those beginning with exploratory purchases. The consultative model benefits buyers unfamiliar with precious metals markets but may not suit experienced investors seeking rapid execution and minimal interaction. The fee structure is competitive for larger accounts but becomes proportionally higher for those near the minimum threshold.

Priority Gold

Priority Gold was established in 2015 and focuses on precious metals IRAs alongside direct purchases of gold and silver products. The company targets investors seeking to transfer existing retirement savings into physical metals-backed accounts or to acquire bullion for personal storage. Priority Gold emphasizes accessible customer service and streamlined account opening processes, with claims of completing IRA setups more quickly than industry averages. The dealer holds an A+ Better Business Bureau rating and operates primarily through consultative sales rather than self-service purchasing.

The account minimum is ten thousand dollars, consistent with many IRA-focused dealers. Annual fees for precious metals IRAs are one hundred twenty-five dollars, with no separate charges for shipping or insurance on delivered orders. Priority Gold offers gold and silver in the form of coins, bars, and rounds, but does not provide platinum or palladium options. This narrower metal selection may limit portfolio diversification strategies compared to dealers offering the full range of investment-grade metals. Promotional offers have included free silver with qualifying purchases, though such incentives vary over time.

Priority Gold provides insured and expedited shipping for direct purchases, with delivery timelines that the company highlights as faster than competitors. The dealer offers an unconditional buyback guarantee, allowing clients to liquidate holdings without being subject to refusal or penalty fees. This policy can provide liquidity assurance for investors concerned about exit strategies, though specific buyback pricing relative to spot prices is not disclosed in advance. The company assigns dedicated account representatives who guide clients through product selection and transaction processes.

The dealer does not operate a public-facing e-commerce platform with real-time pricing. Prospective buyers must contact Priority Gold directly to receive quotes, which are based on current spot prices plus dealer premiums. This model reduces pricing transparency and prevents side-by-side comparison shopping without initiating sales conversations. The consultative approach is designed to match investors with appropriate products based on stated goals, but it requires time investment and comfort with phone-based transactions rather than independent online research.

Priority Gold suits investors prioritizing speed of account establishment and those comfortable with a limited precious metals selection focused on gold and silver. The absence of platinum and palladium excludes strategies requiring broader diversification. The ten-thousand-dollar minimum restricts access for smaller investors. The buyback guarantee and customer service emphasis appeal to those who value relationship-based support and exit flexibility over self-directed purchasing and real-time price comparison.

American Precious Metals Exchange (APMEX)

APMEX was founded in 2000 and has developed into one of the largest online precious metals retailers by inventory size and transaction volume. The platform operates as a high-volume exchange rather than a consultative dealer, with a self-service purchasing model supported by extensive online product listings. APMEX offers gold, silver, platinum, palladium, and rare coins, with one of the broadest product selections in the industry. The company holds an A+ Better Business Bureau rating and emphasizes technology-driven convenience features including automated purchasing programs and proprietary storage solutions.

The account minimum for APMEX is two thousand dollars, significantly lower than IRA-focused competitors. This reduced barrier to entry accommodates smaller investors and those making initial exploratory purchases. The platform does not publicly disclose standardized annual fees, as costs depend on account type and services selected. APMEX provides real-time pricing on its website, with spot prices and dealer premiums displayed for each product. This transparency enables direct price comparison across products and facilitates informed purchasing decisions without requiring sales interactions.

APMEX offers AutoInvest, which allows users to schedule recurring purchases on predetermined intervals, similar to dollar-cost averaging strategies used in securities markets. The platform’s VaultDirect storage service provides insured storage for clients who prefer not to take physical possession of metals. APMEX also facilitates precious metals IRAs through partnerships with IRS-compliant custodians, integrating retirement account services with its broader product offerings. The user interface is designed for independent navigation, with detailed product specifications, historical pricing charts, and inventory availability clearly displayed.

The platform’s extensive inventory includes rare and collectible coins alongside investment-grade bullion, appealing to numismatic collectors as well as precious metals investors. However, this breadth of selection can create complexity for new investors unfamiliar with product distinctions and premium variations. APMEX’s self-service model provides limited personalized guidance compared to consultative dealers, requiring buyers to conduct independent research on product suitability. Shipping costs and times vary based on order value and selected shipping method, with insurance included in shipping fees.

APMEX suits investors comfortable with self-directed research and purchasing who value product selection and pricing transparency. The lower account minimum accommodates entry-level investors and those making smaller ongoing purchases through AutoInvest. The platform is less appropriate for buyers seeking guided investment advice or personalized portfolio recommendations. The breadth of inventory serves experienced collectors but may overwhelm those seeking straightforward bullion accumulation without numismatic considerations.

JM Bullion

JM Bullion was established in 2011 and has grown into a leading online precious metals retailer, surpassing ten billion dollars in total sales by August 2023. The company operates a self-service e-commerce platform headquartered in Dallas, Texas, offering gold, silver, platinum, and palladium products to both investors and collectors. JM Bullion emphasizes user experience through a streamlined website interface with real-time pricing, detailed product information, and a range of payment options including cryptocurrency. The dealer holds an A+ Better Business Bureau rating and positions itself as accessible to new investors while serving experienced buyers.

JM Bullion has no account minimum, making it the most accessible dealer in this comparison for small-scale investors or those beginning with exploratory purchases. Annual fees for precious metals IRAs range from seventy-five dollars to several hundred dollars depending on account size and custodian, though exact fee schedules are not standardized across all IRA offerings. The platform displays live spot prices and dealer premiums for each product, enabling direct cost comparison and informed purchasing decisions. Payment options include credit cards, bank wires, checks, and cryptocurrencies such as Bitcoin, accommodating diverse payment preferences.

The company provides fully insured shipping on all orders, with delivery completed discreetly to protect customer privacy and security. Shipping costs vary based on order size, with free shipping thresholds available for larger purchases. JM Bullion’s website includes educational content explaining precious metals investing concepts, product types, and market dynamics, supporting new investors in understanding their options. The platform’s design prioritizes ease of navigation, with filtering tools that allow users to sort products by metal type, product form, price, and other attributes.

JM Bullion operates as a transactional platform rather than a consultative service, providing minimal personalized guidance compared to relationship-based dealers. The self-service model requires buyers to independently assess product suitability and investment strategy alignment. The company’s product selection is extensive but focused primarily on investment-grade bullion rather than rare or collectible coins, which may limit options for numismatic collectors. Customer service is available through phone and email but is structured to support order fulfillment and account issues rather than investment planning.

This dealer serves investors seeking low-barrier entry and self-directed purchasing without ongoing relationship management. The zero account minimum accommodates first-time buyers and those making small or irregular purchases. The platform is well-suited to experienced investors who understand precious metals markets and require minimal guidance. JM Bullion is less appropriate for those seeking portfolio advice, customized investment strategies, or extensive post-purchase support beyond transactional assistance.

How to Choose an Online Gold Dealer

Selecting an online gold dealer requires evaluating how different service models, fee structures, and product offerings align with individual investment objectives and experience levels. What constitutes the best dealer for one investor may be suboptimal for another based on factors including account size, desired level of guidance, preference for specific metals, and comfort with self-directed research. New investors often benefit from dealers providing educational resources and consultative support, while experienced buyers may prioritize pricing transparency and product selection over relationship-based service.

Account minimums represent a critical threshold that determines accessibility. Dealers requiring ten thousand dollar minimums exclude investors beginning with smaller positions or those testing precious metals as a portfolio component before committing larger amounts. Zero-minimum platforms accommodate exploratory purchases and incremental accumulation strategies, though they may offer less personalized service than high-minimum dealers focused on larger accounts. Investors should assess whether minimum requirements align with their intended initial investment and whether ongoing purchase patterns justify relationship-based dealers versus transactional platforms.

Fee structures vary significantly across dealers and account types. Direct purchases typically incur shipping costs, which may be waived above certain order thresholds, while IRA accounts involve setup fees, annual maintenance fees, and storage costs. Some dealers standardize fee schedules while others vary fees based on custodian selection, creating complexity in total cost comparison. Investors should calculate all-in costs including premiums over spot price, transaction fees, storage fees, and any buyback discounts when comparing dealer economics. For IRA accounts, annual percentage costs decrease as account values rise, making fee comparison dependent on projected account size.

Pricing transparency differs substantially between consultative dealers requiring direct contact for quotes and self-service platforms displaying real-time pricing. Published pricing enables independent comparison shopping and reduces pressure from sales processes, while quote-based models provide opportunities for price negotiation and relationship-based pricing. Investors comfortable with phone-based transactions may access competitive pricing through consultative dealers, while those preferring independent research benefit from platforms displaying spot prices plus dealer premiums. Understanding how dealer premiums vary across products and order sizes is essential for identifying cost-effective purchasing strategies.

Product selection matters for diversification strategies and specific investment goals. Some dealers offer only gold and silver, while others include platinum, palladium, and rare coins. Investors seeking multi-metal diversification require dealers carrying the full range of precious metals, while those focused exclusively on gold or silver can access competitive pricing from specialized dealers. Rare coin offerings appeal to numismatic collectors but introduce complexity around grading, premiums, and liquidity that may not suit investors focused purely on metal content value. Matching dealer inventory to intended purchasing patterns prevents the need to maintain accounts with multiple dealers.

Customer service models range from dedicated account representatives providing ongoing support to transactional assistance focused on order fulfillment. Relationship-based service benefits investors seeking guidance on product selection, market timing, and portfolio allocation, while self-service platforms suit those making independent decisions and requiring minimal interaction. First-time precious metals investors often underestimate the learning curve associated with understanding product types, purity standards, premium variations, and storage considerations, making educational resources and accessible support valuable during initial purchases. Experienced investors may find consultative service unnecessary and prefer streamlined order execution.

Security and storage options require evaluation based on whether investors intend to take physical possession or use third-party storage. Dealers offering integrated storage through partner depositories simplify logistics for investors preferring professional vaulting, while those seeking personal possession should evaluate shipping insurance, packaging discretion, and delivery timelines. IRA accounts mandate storage at approved depositories, making dealer partnerships with reputable facilities essential. Understanding depository fee structures, insurance coverage, withdrawal processes, and geographic location helps investors assess total cost and accessibility of stored metals.

Buyback programs provide liquidity assurance but vary in terms of pricing, fees, and conditions. Some dealers offer unconditional buyback with no liquidation fees, while others charge transaction fees or require minimum holding periods. Buyback pricing is typically below retail rates, with spreads varying by dealer and market conditions. Investors planning to hold metals long-term may prioritize low acquisition costs over buyback terms, while those seeking tactical positions or requiring liquidity for IRA distributions should evaluate buyback policies carefully. Understanding that buyback pricing is not guaranteed in advance prevents unrealistic liquidity expectations.

Common mistakes include focusing exclusively on dealer premiums while ignoring fees, storage costs, and buyback spreads that affect total investment economics. New investors frequently underestimate the importance of dealer reputation and security protocols, creating exposure to fraud or operational failures. Overemphasizing promotional offers without evaluating underlying fee structures can lead to higher total costs despite attractive initial incentives. Selecting dealers based solely on account minimums without assessing service model fit often results in mismatched expectations around guidance and support availability.

Investment goals and market perspectives should inform dealer selection timing. Investors accumulating metals gradually benefit from platforms supporting small recurring purchases, while those making large one-time acquisitions may negotiate better pricing through consultative dealers. Market volatility can affect dealer inventory availability and premiums, making relationships with multiple dealers useful for accessing products during supply constraints. Periodic reassessment of dealer relationships ensures that service levels, pricing, and product offerings continue to match evolving investment strategies and account sizes.

Methodology

The dealers included in this analysis were selected based on market presence, transaction volume, and breadth of service offerings within the online precious metals dealer category. Selection criteria prioritized dealers operating nationally with established track records, regulatory compliance, and publicly available information about pricing structures and service models. The pool included both high-volume transactional platforms and consultative dealers to represent the range of service models available to investors.

Evaluation criteria encompassed account minimums, fee structures, product selection, pricing transparency, customer service models, and security protocols. Account minimums determine accessibility for different investor capital levels, while fee structures including setup costs, annual maintenance fees, and transaction charges affect total cost of ownership. Product selection was assessed based on metals offered, product forms available, and breadth of inventory for investors with specific acquisition goals. Pricing transparency examined whether dealers publish real-time pricing or require direct contact for quotes, affecting comparison shopping ability and purchasing convenience.

Customer service evaluation considered whether dealers operate consultative models with assigned representatives or transactional platforms with on-demand support. Service model assessment included availability of educational resources, guidance on product selection, and ongoing account management. Security protocols reviewed shipping insurance, storage partnerships, website encryption, and payment processing safeguards. Better Business Bureau ratings provided independent verification of customer satisfaction and complaint resolution, though such ratings reflect historical performance rather than guaranteed future service quality.

No single factor determined inclusion or ranking, as dealer strengths in one area may offset limitations in others based on investor priorities. High account minimums that restrict accessibility for small investors may correlate with relationship-based service benefiting those meeting thresholds. Extensive product selection increases complexity for new investors while serving experienced buyers seeking specific items. Pricing transparency facilitates independent decision-making but may sacrifice personalized pricing available through consultative relationships.

Data sources included publicly available information from dealer websites, regulatory filings, Better Business Bureau records, and product documentation. Fee schedules were verified through dealer disclosures, though some costs vary based on custodian selection or account characteristics. Account minimums and product offerings were confirmed through current dealer requirements as of the evaluation date. Where specific information was not publicly disclosed, that limitation is noted in the dealer descriptions rather than making unsupported assumptions.