Scammers are using AI to create deepfake videos of celebrities and influencers, making fake e-shops appear legitimate and tricking unsuspecting Nigerians into parting with their money. These fraudulent websites, designed to steal cash, credit card details, and personal information, are running rampant across social media platforms and search engines.

These fake online stores, often impersonating well-known brands, lure customers with unbelievably low prices. They operate on platforms like Meta’s Facebook and Instagram, but also pop up on TikTok, Google Shopping, and YouTube. The scams are so advanced that some even use AI-generated deepfake videos, putting words into the mouths of models without their consent to create convincing endorsements. Yet, the products are either substandard or don't exist at all.

According to a report by Avast, fake e-shops see a significant spike during bargain-hunting periods like Black Friday and the Christmas season. But the threat doesn’t disappear when the holidays end. Data from the Gen Q4/2025 Threat Report reveals that these fake e-shops were responsible for a staggering 23 per cent of all social media scams. This means nearly one in four scams on social media platforms originates from a fraudulent online store.

Unlike physical markets where counterfeit goods can be seized and stalls shut down by law enforcement, policing fake e-shops is far more challenging. Online enforcement infrastructure is not built to scale effectively. Brands often find themselves having to detect and dismantle these fake sites themselves. To make matters worse, retailers struggle to gain control over the advert platforms, domain registrars, or the actual fraud operations, making it a constant uphill battle.

Paul Abisola, an e-commerce manager, advises shoppers to do their homework. He suggests typing the name of the online shop into a search engine along with words like ‘scam’ or ‘reviews’. This will quickly reveal what other buyers have experienced, flagging any fraudulent or counterfeit products being sold.

Experts also warn to scrutinize website domain names. Scammers often use fake domains or ones that closely mimic legitimate sites. Ndubuisi Ubani, an SEO business expert, points out that these fake domains might have a single letter changed or an extra hyphen, subtle differences easily missed by shoppers in a hurry to grab a deal. For instance, a site might be `amaz0n.com` instead of `amazon.com`.

And then there are the prices. If an online ad suddenly shows a brand-new tech gadget or a luxury item marked down by 80 per cent or more, it’s a massive red flag. This extreme discount strategy is a common tactic to prey on people’s desire for a good bargain, often differing wildly from prices offered by trusted e-shops.

Key Facts

  • Fake e-shops accounted for 23 per cent of all social media scams in Q4 2025.
  • Scammers create deepfake video endorsements using AI.
  • Shoppers are advised to search the store name with 'scam' or 'reviews'.
  • Look for subtle differences in website domain names, like a single altered letter.
  • Extreme discounts of 80% or more are a common scam tactic.