Like other aspects of our lives that have been altered by digital technology, the commercial sector has also been revolutionised.
Unlike traditional physical stores that usually have opening and closing times – with most not open for shopping on Sundays in Nigeria – electronic shops are open 24 hours a day, seven days a week.
Investopedia defines these e-shops as “online websites or digital storefronts where people buy and sell goods and services over the internet.”
These e-shops are excelling because they offer unmatched convenience, lower operating costs, and a wider reach than traditional physical stores.
There are some notable e-shops based in Nigeria, while others are based in China, the United Kingdom, and the United States, but customers do not need to travel anywhere to access their goods.
Using their smartphones at any time of the day, buyers can compare prices and place orders from home without visiting a physical location.
Unfortunately, as modern technology makes a leap forward in advancement, there is also a negative spike in the negative, which often shows up in this case as fake sites, or fake e-shops.
Fake e-shops, simply defined, are fraudulent e-commerce websites designed to steal the money, credit card details, or personal identity information of buyers.
The criminals behind these fake e-shops achieve this by impersonating legitimate brands, offering impossibly cheap products, or never delivering the goods purchased.
Findings have shown that fraudsters run targeted campaigns for fake e-shops across Meta platforms like Instagram and Facebook, but also on TikTok, Google Shopping, and YouTube.
Some of these fake e-shop owners generate deepfake video endorsements using AI, putting words and recommendations into the mouths of models without their knowledge or consent.
These adverts are targeted towards unwary consumers who are familiar with legitimate e-shops and quickly assume that the adverts are offering them quality goods at lower prices.
In some cases, some of these fake e-shops are promoted by social media influencers or unwary paid internet users who play a central role in making these adverts believable.
Some of these influencers, however, have been tricked into promoting products that are either substandard or do not exist.
According to Avast, there is often a surge in fake e-shop scams preying on bargain-hunting consumers during Black Friday and Christmas shopping sprees.
“However, just because the holiday season ended, doesn’t mean that shoppers are off the hook. According to the Gen Q4/2025 Threat Report, fake e-shops accounted for 23 per cent of all social media scams,” the website noted.
Unlike raids conducted by law enforcement officers on traditional physical stores to seize counterfeit goods or fake products and shut down market stalls, e-shops are not easily detected or raided in the same manner.
“Online, enforcement infrastructure struggles at scale. Brands often find themselves responsible for detecting and dismantling fake e-shops themselves. To complicate matters, retailers struggle to get control over advert platforms, domain registrars, or the fraud operations themselves,” Ebrand, an online brand protection agency, noted.
Here are ways you can detect these e-shops.
Search the store name
The internet is a big virtual library where records are kept, including reviews left by satisfied or disgruntled buyers. This can help you verify the legitimacy of the e-shop.
An e-commerce manager, Paul Abisola, advised, “Type the name of the online shop along with words like ‘scam’ or ‘reviews’ into a search engine to see what other buyers say. From there, you will know if the e-shop is fraudulent or sells counterfeit or inaccurate products.”
** Check domain names**
Many scammers host their stores on fake domains or ones that clearly mimic the Uniform Resource Locator used by legitimate e-shops.
“Check the domain name of the e-shop carefully and compare it with the legitimate e-shop. You are most likely going to find one letter that is off, or a hyphen that has been inserted, and these are very subtle that a lot of people don’t notice them, especially when they are in a hurry to buy a product that appeals to their senses,” a SEO business expert, Ndubuisi Ubani, said.
Apply caution
Many e-shops appeal to people’s affinity for opting for lower prices and mouth-watering discounts, which often differ from those offered by the e-shops they normally use.
“You could be browsing the internet on your own, but you will suddenly find a brand-new tech device or luxury item pop up as an ad on your screen and then you now see it has been marked down by 80 per cent or more. That is their usual tactic; don’t fall for it,” Abisola advised.
Take your time
Aside from what some have described as a “fast food mentality” that fuels much online financial interaction, adverts put out by fake e-shops often deploy high-pressure tactics that take in lots of buyers before they realise it.
“Don’t be in a hurry to click on any link or advert or digital shop. Some of these e-shops will put out a fake countdown timer for buyers to hurry and claim items that will soon sell out. These are tactics that make people less discerning and perceptive in their choices,” Ubani noted.
Verify contact info and policies
Many e-shops usually have a physical address where complaints can be taken or collaborate with other stores that have credible names and physical addresses. When these are lacking, it may be a red flag.
“They must have a working phone number and a professional business email, not a generic email address. Also, if they lack clear terms for refunds, returns, or customer service, don’t patronise them,” Abisola said.
