How Dutch retailers fight back against fake online stores

Online fraud through fake online stores is eroding consumer confidence in e-commerce. In the Netherlands, the sector is therefore launching a counteroffensive with a new tool that identifies and addresses scam online stores and fake brand domain names at an early stage.

“AI has changed the rules of the game”

In 2025, 1.2 million Dutch people fell victim to scams involving fake online stores. Fraudsters use professional-looking fake online stores and copies of existing ones. Consumers think they’re shopping safely, but receive nothing after payment. The phenomenon also affects businesses, because when fraudsters impersonate existing online stores, it can lead to reputational damage, lost revenue, and additional inquiries from consumers. Not only large companies but also smaller brands and online stores are being copied more and more often.