Blog post: Online security
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Blog post: Online security
A new kind of scam has been spreading fast in recent years: fake local shops. They appear on Google Maps, Facebook Marketplace or Instagram, pretending to be genuine neighbourhood stores. They list an address, opening hours, a phone number, and even attractive photos of a “real” shop. Yet, these businesses don’t exist. Their only goal is to trick consumers who believe they are supporting local trade.
The pandemic and the rise of “buy local” movements have changed the way people shop. More and more users now look for nearby services: repairers, craftspeople, eco shops or handmade product sellers. While this shift benefits genuine small businesses, it has also inspired online fraudsters.
Platforms like Google Maps and Facebook make it easy for anyone to create a business listing or online store. Scammers exploit this to post fake listings in targeted areas. Once the profile is approved, their fake shop appears in search results or on the map—right next to real businesses—making the fraud almost impossible to spot.
The scam usually follows a simple pattern. The fraudster creates a convincing business profile: a trustworthy name (“QuickFix Workshop”, “Mobile Repair Service”, “Artisan Jewels”), a real address copied from another location or an apartment block, and stolen images taken from genuine businesses.
They then post listings on Facebook Marketplace, Gumtree or Instagram, offering attractive items like refurbished phones, handmade furniture, eco products or even pets. Victims are encouraged to make contact via private message or phone.
Once contact is made, the con begins: the fake seller asks for a deposit to “reserve” the product or “cover shipping costs”. Payment is requested by bank transfer or through insecure apps. As soon as the money is received, the scammer disappears, and the fake page is deleted or renamed within days.
Consumer watchdogs such as Citizens Advice and the UK’s Action Fraud have received a surge in complaints related to fake local shops. Many were found around major cities like London, Manchester and Glasgow, where fake repair stores appeared on Google Maps using stolen photos and false addresses.
Similar scams have been reported in Ireland, Belgium and Spain, involving fake bakeries, flower shops or takeaway restaurants. Customers placed orders online, paid via fraudulent links, and never received their purchases.
In 2024, a report by *Which?* uncovered over 1,000 fake business listings on Google Maps in the UK alone — some even claimed to provide healthcare or emergency repair services.
Several factors explain their effectiveness:
Fake local shops often focus on popular areas where demand is high:
Fraudsters also adapt to the season: air conditioners in summer, heaters in winter, toys or decorations around Christmas. Some even build fake websites to make their shops seem more authentic.
Even if a shop looks legitimate, several red flags can reveal a scam:
Besides the financial loss — usually between £50 and £500 — victims often experience a sense of betrayal, thinking they were supporting a local business. In some cases, scammers also misuse personal information for identity theft or other frauds.
These scams also harm legitimate shop owners whose photos or addresses are misused to make fake listings appear real.
You can avoid most of these scams by following a few simple precautions:
Google and Meta (Facebook, Instagram) claim to regularly remove fraudulent listings, but most takedowns happen after user reports. Automated checks remain limited.
Under the Digital Services Act (DSA), major platforms operating in the UK and EU must now act faster on scam reports and can face fines if they fail to protect consumers.
Fake local shops represent a new generation of online scams — subtle, targeted, and highly convincing. They exploit trust in proximity and manipulate legitimate tools like Google Maps and Facebook.
Stay cautious: before trusting a “local” store, take a moment to verify its existence. A quick search or Street View check could save you from losing money.
And remember: local doesn’t always mean legitimate. A few minutes of vigilance can prevent weeks of frustration.
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