Is This Website Legit? 5 Ways to Spot a Fake Online Shop
Apr 01, 2026 
By Brendan Emmott 
Have you ever clicked a social media ad offering huge discounts and thought, “Wow… this looks too good to be true”?
In most cases, it probably is.
Fake online shops are on the rise. Scammers are now using artificial intelligence to build convincing “ghost stores” that mimic trusted brands and lure shoppers with deep discounts. In Australia alone, researchers blocked more than 430,000 attempts to access fraudulent eCommerce sites posing as legitimate retailers.
AI now allows scammers to generate convincing websites, product images and fake reviews in minutes, making it easier than ever to replicate real brands at scale.
Before you enter your personal details or hit “Buy Now”, take a minute to ask: is this website legit? It could save you a lot of hassle later on and a fair bit of money.
1. Check the Domain Name Carefully
Most fake shops rely on one simple thing: people not looking closely at the URL.
Look for:
- Misspellings of well-known brands
- Extra words like “outlet”, “sale” or “clearance”
- Different domain endings such as .shop or .top instead of the brand’s usual domain
- Subtle character swaps (e.g., double letters or swapped letters)
We regularly see scam sites using domains that are only one letter off the real brand. At a glance, they look legitimate. On closer inspection, they are not.
If you are unsure, search for the brand separately and compare the official website with the one you are visiting.
2. Question Extreme Discounts
If everything is heavily discounted, stop and ask yourself why.
Scam sites often use:
- Massive storewide discounts
- Countdown timers
- “Limited stock” urgency
Legitimate retailers run good promotions, but not everything at unrealistic prices. When a deal sounds too good to be true, stop and verify before spending a cent.
3. Look for Real Business Details
A legitimate retailer will normally be transparent about who they are.
- A registered business name
- Clear returns and refund policies
- A physical address or verifiable contact details
- Valid email support
Fake sites may list only a generic email address, copy policies from other websites, or provide no meaningful business information at all.
4. Inspect the Website Quality
AI has made it easier for fraudsters to mimic real sites, but there are still giveaways.
Watch out for:
- Poor grammar and inconsistent language
- Generic product images that appear on many other sites
- Reviews that seem overly generic or repetitive
- Broken pages or links that don’t work
You can reverse search product images online. If the same pictures appear on a variety of unrelated websites, that’s a strong signal it’s not legit.
5. Check Security and Payment Methods
A padlock icon (HTTPS) isn’t enough on its own – many fake sites use HTTPS too.
Instead, look at:
- What payment methods are offered
- Whether the checkout redirects you to unfamiliar domains
- If cryptocurrency or direct bank transfer is the only option
Avoid sites that push irreversible payment methods with no buyer protection.
Final Takeaway
If you’ve ever wondered “is this website legit?”, take a moment to run through a few quick checks: review the domain name, question ‘too good to be true’ discounts, verify business details, assess the site’s quality, and look closely at the payment methods.
If you find yourself hesitating, listen to that instinct. If something feels rushed, slightly off, or too good to be true, it probably is.
Scam websites are becoming more sophisticated. A short pause before purchasing can protect your money, your personal information, and your peace of mind.
About unphish
unphish is a threat detection and disruption platform built to identify and take down phishing, scams, and digital impersonation at scale. We combine intelligence-led detection with automated enforcement to help organisations protect their brand, customers, and digital ecosystem.