Precious Metal Retail Sites

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Precious Metal Retail Sites

Online precious metal retailers that have been successful based on their credibility within the industry and larger business world, as well as good consumer reviews are Advantage Gold, Silver Gold Bull, APMEX, JM Bullion,, BGASC, SD Bullion, and Regal Assets, all of which are based in the U.S. Their websites appeal to online consumers due to verifiable reviews, free and fast shipping, online customer service, ease of website navigation, and educational help and resources specifically for investors. In the attached spreadsheet, we have provided the required information on each of these retailers.



To define what constitutes success for an online precious metal retailer, we first looked through government websites such as US Mint, hoping to find statistics on the best bullion dealers by revenue, but we only found information on where to buy bullion. This could be because the government does not keep these kinds of records, or they are not publicly available.

We then looked towards business information sites such as Amfibi, IBIS World, and Bloomberg, hoping to find information on revenue to create a financial standard for success, but we were only able to find general information such as the addresses of the various businesses or on categories not directly relating to this request, such as jewelry and precious stones. The information may be publicly unavailable because many of the online precious metal dealers are private companies.

Next, we searched through consumer reporting services such as Crediful and Consumer Affairs and were able to find articles and lists detailing the best companies based on customer reviews and services offered.

We also looked through industry resources such as Silver Monthly and Bullion Directory to see how they rated dealers within the industry. We discovered Bullion Directory's "Dealer of the Year" Contest, in which customers and industry insiders voted for the top bullion dealers worldwide, and found an article listing the top online bullion dealers.

We also searched through sites such as the Better Business Bureau and TrustPilot, which contain customer reviews and ratings for many online precious metal retailers.

With the consumer reporting services and industry resources, as well as customer reviews and ratings, we triangulated a list of the most successful online precious metal retailers using the companies mentioned the most across multiple sources as the top of the list. We also took into consideration how high their Better Business Bureau score was, and the Trustpilot reviews and ratings from customers.


To determine what appeals the most to online shoppers, we looked for information from business publications such as Forbes and Entrepreneur. We were able to find a few articles that listed important aspects that consumers look for when shopping online. We determined the main ones by finding which aspects were agreed upon by all or most of the articles. The top elements listed were:
  • Verifiable reviews
  • Personalization of the customer experience based on preferences, age, and location
  • Websites that are responsive and work on multiple devices
  • Customer service
  • Social media presence
  • Fast and free shipping
  • Special deals and competitive pricing
  • Good visuals such as images and videos

We used these eight criteria as a general guide to help determine how appealing the website for each online retailer would be to a consumer. Below are some details on each retailer's website.

1. Advantage Gold:

  • Trustpilot Rating listed on site (9.9/10)
  • Links to Business Consumer Alliance Rating, TrustLink Reviews, and Consumer Affairs Reviews on each page, with a specific page dedicated to reviews
  • BBB accreditation listed on site (A+)
  • TrustLink Rating listed on site (10/10)
  • The Learning Center gives information on why and how to invest in precious metals

2. Silver Gold Bull:

  • The "Deal Zone" page on the website menu is in red font and immediately catches the eye
  • Prices listed directly below the product
  • Menu navigation allows for a broad look at the products offered or links to specific products
  • Option to have investment sent to a storage facility (free)
  • Offers to ship to many countries around the world
  • Links to Shopper Approved Ratings, Google Seller Rating (4.9/5), and Trustpilot (5/5) rating on each page
  • BBB accreditation listed on site (A+)


  • Link to live specialist chat on the homepage
  • Current value of gold, silver, platinum, and palladium listed on the homepage, with a link to view charts
  • BBB accreditation listed on site (A+)
  • Links to Google Seller Ratings (4.9/5)
  • Deals tab in red font
  • Free shipping on orders over $99
  • One day shipping
  • Ability to pay with PayPal credit with six months no interest

4. JM Bullion:

  • Shopper Approved Ratings and Reviews are listed on the landing page of the website (along with scrolling quotes from reviewers)
  • Shopper Approved Reviews (250,000+) and Ratings 4.8/5 are posted on the website through a link from the landing page
  • The homepage of the website has scrolling products as well as links to deals, and separate links for precious metals with pictures
  • The navigation bar contains links to specific products


  • Gold and silver prices listed on the top of the web page
  • Free shipping for orders over $3,000
  • Offers same and next day shipping "lightning fast service."
  • 24-hour spot prices listed on the homepage of the website


  • Trustpilot Rating listed on site (9.4/10)
  • Organized, easy to use menu
  • Price change charts available on menu
  • Fast-shipping advertised at top of the website

7. SD Bullion:

  • Large scrolling ads
  • Current gold, silver, and platinum prices listed at the top of the page
  • Quick link to reviews both on SD Bullion's page and third-party sites
  • Orders can be made over the phone

8. Regal Assets:

  • The website prominently features the many financial, business, and other news publications they have been featured in
  • Links to endorsements from Dennis Miller, Laura Ingraham, and Lars Larson are placed on the landing page
  • Numbers indicating their number one status in the industry are given in a large and prominent way