Fake websites are posing as local Australian stores, selling poor-quality clothing consumer electronics and accessories under the guise of ‘closing down sales’.

The Australian Competition & Consumer Commission (ACCC) has warned consumers about a rising number of these ‘ghost stores’ which have been using names linked to Aussie cities to appear legitimate and lure in shoppers.

Four websites – everly-melbourne.com, willowandgrace-adelaide.com, sophie-claire.com, and doublebayboutique.com – have been named in official Public Warning Notices for allegedly deceiving consumers with claims they’re Aussie-based businesses offering high-end goods in a “closing down” sale.

In reality, they are overseas drop-shippers delivering cheap, poor-quality products.

“These operators are not based in Melbourne, Adelaide, or Double Bay, nor are they imminently closing down,” said ACCC Deputy Chair Catriona Lowe said. “We also allege the products they sell are not of the advertised quality.”

The watchdog said it’s received 360 complaints this year alone across 60 ghost stores, with many more likely active.

The sites often use Shopify storefronts and target users through slick, emotional ads on Instagram and Facebook, falsely positioning themselves as struggling local boutiques to win sympathy and sales.

Some sites have also been linked to the sale of counterfeit tech products, including fake iPhones and smartwatches.

Tell-tale red flags include domain names ending in .com instead of .com.au; no ABN or local contact details; return policies requiring shipments to offshore warehouses; and suspiciously glowing reviews on their own site but negative feedback on Trustpilot and social media.

The ACCC has reached out to Meta and Shopify, urging them to crack down on these operations.

“This conduct preys on the empathy of consumers who have a genuine desire to support local businesses, as well as creating a false sense of urgency,” Lowe said:

Consumers are advised to check ABNs, do reverse image searches of product photos, and avoid making purchases if anything feels off.

While the current warnings focus on fashion, similar tactics have been seen in scam tech sites selling counterfeit devices and accessories.