Too-good-to-be-true deals and fake online shops

The video that sells a shop that is not there

It usually starts with a slick clip: designer bags, branded sneakers or the latest gadget at a fraction of the normal price. A countdown says the sale ends tonight. The link in the bio leads to a polished store with professional photos, often copied from real brands.

Behind the scenes, the shop may be days old. Some take the money and vanish, others send a cheap item that looks nothing like the picture, and some simply collect card details for later misuse.

Why the price is the biggest clue

Real brands rarely sell new products at 80 or 90 percent off, and when they do, they announce it on their official channels. A price that seems impossible usually is. Scammers rely on the fear of missing out to stop you checking.

Ask yourself a simple question: if this deal were real, would everyone else be talking about it too? If the only place you can find it is one video and one unfamiliar site, slow down.

Five checks before you pay

Search the shop name plus the word 'review' or 'scam' outside the shop and outside TikTok. Look for a real contact address, a phone number and a clear return policy. Check whether the comments on the promo video are turned off or full of identical praise.

Look at the payment page. Shops that only accept bank transfers, gift cards or crypto are a strong warning sign. Paying through a method with buyer protection, or through a well-known marketplace checkout, gives you a way to dispute the charge.

If you already ordered

Keep screenshots of the video, the shop pages, your order and any messages. Contact your bank or payment provider quickly; the sooner you ask, the better your chance of a dispute or refund. Report the video and account on TikTok so fewer people see it.

You can also report the shop to your local consumer protection or fraud reporting service. Rules differ by country, so check what applies where you live.

Frequently asked questions