July 4, 2026, 6:49 am | Read time: 4 minutes
In the past, fake shops were easier to spot–they often stood out with unrealistically low prices, poor translations, or an amateurish appearance. Today, fraudulent online shops are much more sophisticated. There are even more reasons why more people are falling for these false offers–even those who usually navigate the internet safely. More details on this at TECHBOOK.
How AI Makes Fake Shops More Dangerous
The Consumer Center has long warned that modern fake shops are becoming increasingly professional. Moreover, fraudulent online shops are now encountered almost everywhere on the internet. In a representative survey from 2023/24, around 70 percent of participants reported encountering at least one dubious or fraudulent online shop during the period, with more than half experiencing this multiple times. Worse still, a significant portion actually falls for these false offers.
The new technical possibilities offered by artificial intelligence (AI) are crucial in making fake shops appear convincingly real today. Thanks to AI, fraudsters can create professional-looking product descriptions with minimal effort and translate them flawlessly. Classic warning signs such as awkward language or an unprofessional website, which used to help identify fake shops, are increasingly disappearing. Instead, deceptively real images and often even credible reviews make the whole thing more trustworthy.
Users Fall for “Emotional Trust Backdrop”
However, a professional appearance alone does not explain the development. As neuromarketing expert Jan-Michael Rasimus explains on the portal “Wissenschaft.de,” operators deliberately use psychological tricks. They first build a so-called “emotional trust backdrop,” for example, with touching stories about family businesses supposedly on the brink of closure. Other typical elements include references to an alleged regional origin and photos of friendly people or supposed owners. The purchase is meant to feel like a good deed, not just an ordinary transaction. Combined with fake seals of approval and invented positive customer reviews, the impression of a trustworthy provider worth supporting quickly arises.
What Are “Dark Patterns”?
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Psychological Pressure and Targeted Reach
Once trust is established, the next step often involves artificially creating a sense of urgency. High discounts, supposedly last available products, or time-limited special offers–so-called dark patterns–are intended to prompt consumers to act quickly. They are meant to prevent questioning the offer. This moment, “when enthusiasm, compassion, time pressure, and a good feeling override critical examination,” is described by Rasimus as particularly dangerous.
Compounding the issue is that many users encounter them through social networks or search engines. According to a study by the Consumer Center, about every second fake shop examined advertises through Google or Meta. The ads then appear among posts from friends, influencers, or other familiar content–so why would one assume they might be suspicious? Especially since the videos sometimes even feature the faces of well-known content creators to draw users to fake shops.
How You Can Protect Yourself
Since fake shops deliberately use dark patterns and psychological mechanisms, it is all the more important to remain vigilant when shopping online.
- Rule number one: Take a deep breath. In general, purchase decisions should not be made hastily. Pause at noticeable pop-ups, buttons, or prominently highlighted actions–you should not automatically interpret these as purchase incentives.
- Rasimus offers another valuable tip on “Wissenschaft.de”: do not buy directly through the platform where you found the ad, but instead, revisit the shop. If you already have a strange feeling: enter the name with terms like “fraud” or “experiences” into a search engine. On the website itself, a look at the imprint can be revealing.
- The emotional component is particularly effective for fake shops. Here, too, it helps to consciously slow down decisions. Do not be guided by stimuli or time pressure; instead, leave a shop briefly and check the offer again at a later time. This can interrupt the deliberately created effect, increasing the likelihood of recognizing manipulation.
- Finally, a close look during the ordering process is crucial. Are additional services or products, for example, added to the cart without you selecting them? A prime example of a dark pattern. The aim is to entice users into higher spending–a reputable shop would not do this!