Beware of scams when opening your own ecommerce store

FTC says Ascend CapVentures Inc. defrauded customers out of at least $25 million .

FTC lawsuit refers to the company, but it operated under the name ACV .

The FTC says the company promised customers they'd generate a five -figure monthly income after two years .

Consumers should remain skeptical of these business pitches.

The FTC 's business opportunity rule contains numerous protections for consumers, but prospective online store owners may never learn about those legal rights.

Be skeptical of big upfront cash investments that require a big cash payment at the outset.

Flashy ads can be a warning sign, but more restrained marketing may still obscure the fact that store operators can easily spend as much as they bring in.

FTC says Ascend CapVentures Inc. used a "deceptive sales pitch" that sometimes described the company's business model as powered by AI .

The agency says the company threatened its clients with legal action when they would not retract honest but negative reviews.

"Don't let that hype cloud your judgment," FTC says.