How much money is your data worth?

If you had to put a price on your data—say, your ID number, or one of your social media passwords—what would you say it’s worth? Would it shock you to learn that, if it ever got leaked, it could be sold on the dark web for just a few bucks? Well, buckle up then… because it only gets worse.

It’s a black market, not an auction

We all think our data is super valuable—after all, it’s ours. Companies like Google and Facebook think so too, using it to personalize experiences, fine-tune algorithms, and make their ads more relevant. You’d probably assume that means your data is worth a lot of money, especially with everyone saying that “data is the new oil.” But the reality is that some of it might not hold much value to hackers on the dark web. How so?

The dark web is packed with tons of data being traded all the time. So if yours got leaked, it could just be another piece in the pile. That doesn’t mean it wouldn’t get picked up and used against you—it just means someone might not have to pay much for it. Harsh, we know, but true. With no rules or oversight in illegal markets, even the most sensitive info could sell for a shockingly low price.

What data is sold on the dark web?

The types of data you’ll find on dark web markets range from the obvious—like stolen passwords, business credentials, bank statements, credit card details, emails, bills, and ID cards—to the less expected, like user account activity, browsing history, utility bills, license plate numbers, and store receipts.

To put it differently, if there’s information about a person or a business that exists somewhere online, it can end up for sale on the dark web. It’s that simple.

The price tag on different types of stolen data

Cybercriminals price data depending on the type and what they can achieve with it. Therefore, in general, they place less value on passwords for personal social media accounts than on things like IDs or health insurance cards.

Not too long ago, experts at NordLocker analyzed a dark web marketplace to get an idea of the average prices for various stolen items. The table below shows their findings. Keep in mind, however, that there are at least 30 major dark web markets, and their listings are always being updated with new items and prices.

To give you a few more examples: according to Privacy Affairs' Dark Web Price Index, credit card details with an account balance of up to $5,000 sell for around $110 on the dark web. Crypto accounts range from $20 to about $2,500, while stolen logins to platforms like Spotify, HBO, Hulu, and Airbnb can go for as little as $1 to as much as $300.

Of course, most of this is personal data, but business and enterprise data is also being sold on the dark web. We’re talking digital items like API keys, RDP passwords, cloud infrastructure logins, and other things that could give hackers access to a company’s IT systems and sensitive information. And the prices? They can range from $500 to over $100,000, depending on the size of the targeted company and the potential impact.

Fact: cheap data can actually be worth more

What’s important to know—and also terrifying—is that the same piece of data can be worth much more than what it initially sells for on the dark web.

As explained by Daniel Kelley—a former black-hat hacker turned cybersecurity educator—in a recent AMA on Reddit, personal passwords for consumer accounts like Netflix usually go for just $5 to $25. However, if someone is reusing their Netflix credentials for something more valuable, like a work account or business platform, suddenly that $5–$25 password could be worth hundreds of thousands of dollars.

The point is, data that goes for next to nothing on the dark web can end up being a goldmine for cybercriminals. If those stolen credentials work across multiple business accounts or systems, it could cost attackers just a few dollars to cause millions in damage to targeted organizations.

How does your data end up on the dark web?

Cybercriminals have a few go-to methods for getting their hands on personal or company data and selling it on the dark web. One of the most common is using malware—like Trojans, spyware, keyloggers, and stealers—which are specifically designed to steal passwords, credit card details, crypto wallet keys, and other sensitive data.

Malware threats usually spread through phishing emails with malicious links or attachments, fake websites, or even disguised as software updates. Once installed, they can scan the system, sift through files and browsers, record keystrokes, take screenshots—and do it all quietly, without the user ever realizing it’s happening.

Another way data—especially business data—gets compromised is when databases or code repositories are left exposed online. Misconfigured cloud storage or weak access controls can leave the door wide open for attackers to swoop in and take whatever they find. Once they’ve obtained the data, the next step is to upload it to the dark web, put a price on it, and wait for the buyers.

What can you do to prevent data exposure?

While everything we’ve covered so far may be overwhelming and spine-chilling, rest assured that you are not without options. There are several habits you can quickly adopt to protect your data from being exposed and sold on the dark web. Here are a few important steps to consider:

Don’t interact with suspicious emails and websites

We’ve all come across fake websites and scam emails at some point—it’s how we respond to them that matters. If something looks fishy, off, or just doesn’t feel right, don’t engage. Don’t click on any links, don’t enter your info, don’t log in with your Google or Facebook account. Just steer clear and avoid any interaction.

Avoid oversharing information online

Putting a spin on a popular saying: “What happens online, stays online.” This means that if you share something in the digital world, it’s highly likely that a trace of it will always remain. So, be mindful of what you share online. You never know how much information attackers might use to try to trick you with their advanced social engineering techniques.

Enable multi-factor authentication (MFA)

Relying on just a password to protect your accounts isn’t enough these days, especially if your passwords aren’t exactly strong. That’s where multi-factor authentication steps in. It adds an extra layer of security by requiring additional proof of identity (like a code sent to your phone) to confirm that it’s really you trying to log in. This means that even if someone gets hold of your password, it’s much harder for them to actually break in and steal your data.

Set up data breach alerts

One of the most important steps in solving a problem is knowing it exists in the first place. If your data has been compromised, the sooner you find out, the better your chances of minimizing the damage. For example, if you learn that your login credentials have been posted on the dark web, you can try to change your passwords before anyone has a chance to use them. Or, if something like your scanned ID card shows up, you can alert the authorities and start the process of getting it replaced. That’s why it’s smart to use the dark web and data breach monitoring tools, like NordPass’ Data Breach Scanner. They automatically scan the web for any signs that your data has been compromised and alert you right away if they detect anything suspicious.

Use a password manager

You really can’t afford to rely on old, weak, or reused passwords to protect your online accounts. What you need is a robust password manager like NordPass to keep things safe. It lets you create strong passwords for all your accounts and store them—along with your passkeys, credit card info, and other sensitive data—in a secure, encrypted vault. Plus, with handy features like autofill and Secure Sharing, you’ll be less likely to accidentally type your credentials into a fake website or send them through unprotected channels. If you want to protect access to your accounts, this is the way to go.

And how can businesses protect themselves?

For businesses, especially enterprises, defending against cyberattacks and preventing data from leaking into the dark web is no small task. But there are a few steps every organization can take to help avoid exposing sensitive company information. Those are:

Educate your employees

Human error is still a major cause of data breaches. So, investing in security training for your team is essential. It helps your employees realize how one small mistake can put the whole company at risk, and shows them how to use defense tools and follow processes so they can work efficiently and make smart cybersecurity choices.

Establish strong access controls

To protect your company from leaks, you need to know what information is shared, who it's shared with, and why. You also need strict access rules based on the zero-trust principle—no one gets easy access, and everyone has to be authorized to get in. You can use tools like NordPass to keep track of how access is granted, managed, and shared across your teams—and revoke it if things start to go too far. This will help you limit and effectively secure access points to your company’s data.

Always keep your data in a truly safe place

Just like today’s data privacy laws, like HIPAA and GDPR, require your company to handle and store customer data securely, your internal security policies should do the same for all company data. That means making sure your company’s digital resources are stored in a secure environment where only authorized people can access them.

This can be achieved through encrypted cloud servers, a segmented network with monitored access points, and tight control over who can access sensitive information. Not only does this keep your data protected—it also shows clients and partners that they can trust you to keep their data safe and sound.

Bottom line

Some stolen digital goods are available for purchase on the dark web at shockingly low prices, like $5–$25 for a stolen online account password. Depending on the potential impact, prices can increase, especially for items that could give attackers access to a company's IT infrastructure and databases.

Still, the cost of stolen data on the dark web is minimal compared to the illegal profits attackers can make and the financial damage they can cause to individuals and organizations. That’s why, whether you’re a regular Internet user or a large-scale company, you need to invest in strong cybersecurity tools and be vigilant about your online activities to minimize your digital footprint and prevent data leaks.