A fake online store using the name of a genuine Matakana business has shaken the town’s business community, misled customers, and prompted a compliance probe from the Commerce Commission.
The scam website, registered in April, has been using the name Matakana Boutique — identical to the legitimate accommodation and catering business run by Amy and Simon Hope in the north Auckland town since 2016.
It has aggressively marketed itself on Facebook and Instagram, claiming to be a New Zealand-based clothing retailer.
The Commerce Commission said it has received 150 inquiries this year about fake retail websites that appear to be locally run. General manager of competition, fair trading, and credit Vanessa Horne said misleading marketing was a serious concern.
“All businesses selling to New Zealand consumers must comply with the Fair Trading Act, regardless of where they are based,” Horne said.
“Any claims made, or impressions given, about the origin of a product or a business must not be misleading or deceptive. This includes the use of symbols, such as kiwis, flags or other national emblems.”
Amy Hope told 1News it was “soul destroying” to see their brand identity taken from them.
What began as one or two calls a week quickly escalated to multiple a day – women chasing up late packages, asking for refunds, and complaining about poor-quality clothing they had received.
“We deliberately, strategically, chose Matakana Boutique, knowing that that word offers sort of uniqueness and quality and attention to detail, which is what we’re about, so it see someone taking it from us and putting it with products we’d never align with, it’s strange,” said Hope.
“They know what they’re doing. They’re even using our same font. Seeing and being associated with a website like that — it’s awful.”
She said the fake store was cashing in on both the reputation of Matakana as a destination for high-quality product and the goodwill of New Zealanders wanting to support local businesses.
“These women are parting with their money and having a feel-good moment of supporting New Zealand and small business and buying local, and then realising they’re not. For some of these women, it was a big choice for them to buy a top for themselves. They feel misled, exploited, and cheated when the product they received, or haven’t received, is really poor quality.”
TWO Boutique owner-operator Alana Silk had to explain to 12 people who visited her store last week — who were asking for a specific jumper from the fake e-store — that they had fallen for a scam.
“They were all very shocked. Most of them travelled to Matakana especially to try it on. There is no physical address for the ‘shop’, but the Google algorithm is sending them to me.”
Matakana Village said in a post to Facebook that a wave of people had recently arrived in the village, looking for items they had seen on the website.
“Several shoppers who ordered from the site told us their parcels arrived from China, nothing like the photos, and some said they felt scammed.
“This confusion has led to real, locally-owned boutiques like us, White Cottage, and Two Boutique, as well as the genuine matakanaboutique.co.nz, having to explain the difference — often to very disappointed visitors.”
How to spot a fake e-store
The Commerce Commission urged consumers to take extra care when shopping online, especially when dealing with unfamiliar websites.
Before making a purchase, the Commission recommended researching the business by checking independent reviews and feedback on external platforms. “Don’t rely solely on testimonials displayed on the company’s own website,” a spokesperson said. “These can be selectively curated or even fabricated.”
Consumers were also encouraged to look for clear and accessible contact details, such as a local address and phone number. “Legitimate online businesses typically provide transparent information about delivery, returns, and payment security,” the Commission said.
Red flags included vague or missing contact information, overly positive reviews with no detail, and websites that mimicked the branding of known businesses.
“Taking a few minutes to verify a site before you buy can save you from being misled or losing money,” the Commission added.
