Online marketplaces are full of great deals, and also full of listings for items the seller doesn’t actually have. A common trick is to copy photos from a shop, a manufacturer or another seller’s advert, then take payment and disappear.
Whether you’re buying on Facebook Marketplace, Jiji, eBay, Instagram or anywhere else, checking the photos first takes a couple of minutes.
Quick answer: run the listing photos through a reverse image search. If they come from a shop’s website, a manufacturer or another seller’s listing, ask the seller for a new photo of the item with something that proves they have it.
Warning signs of a fake listing
- The price is far below what the item normally sells for.
- The photos look like advertising: plain white background, perfect lighting, no signs of use.
- The seller’s account is new, has no reviews, or has recently changed name.
- They won’t meet in person or let you collect the item.
- They want payment outside the platform, by bank transfer, gift card or crypto, or “friends and family” payments with no buyer protection.
- They rush you with claims that someone else is about to buy it.
Common marketplace scams that use stolen photos
- Phones and electronics: the latest model at a big discount, pictured with manufacturer or shop photos.
- Cars: a car listed cheaply because the seller is “moving abroad” and wants a deposit to hold it.
- Pets: puppies or kittens with photos copied from breeders’ websites, plus endless “shipping” and “vet” fees.
- Event tickets: screenshots of real tickets that have already been sold to several people.
- Designer goods: real product photos used to sell counterfeits.
Check the seller, not just the photos
- How long has the account existed, and does it have genuine reviews or ratings?
- Do their other listings make sense, or are they dozens of unrelated high-value items?
- Does their profile photo appear elsewhere under a different name? Check it the same way.
- Are they willing to answer specific questions about the item’s condition, age and history?
How to check the photos
- Save or screenshot the listing photos.
- Upload them to our free Reverse Image Search.
- Check Google Lens first, since it’s good at products, then Bing and TinEye.
- Look for the same photos on shop websites, manufacturer pages or other listings, especially in other cities or under other sellers’ names.
Ask for a proof photo
A genuine seller can easily send a new photo of the item with a piece of paper showing today’s date and your name, or next to something you choose, such as a spoon or a specific coin. If they refuse or keep sending the same pictures, walk away.
Pay the safe way
- Meet in a busy public place and inspect the item before paying, where possible.
- Use the platform’s own checkout or a payment method with buyer protection.
- Avoid wire transfers, gift cards and crypto for purchases from strangers.
- Keep all messages inside the platform, so there’s a record if something goes wrong.
If you’ve been scammed
Report the listing and the seller’s account to the platform, contact your bank or payment provider straight away, and report the fraud to the police or your country’s fraud reporting service. In the US, that’s ReportFraud.ftc.gov.
Frequently asked questions
Is it always a scam if the seller uses a stock photo?
Not always. Some honest sellers use the manufacturer’s picture because it looks better. That’s why a proof photo is the real test.
What if the photos don’t appear anywhere else?
That’s a good sign, but not a guarantee. Still ask for a proof photo and pay with buyer protection.
Can I use this to identify a product I want to buy?
Yes. Our guide on finding a product from a picture shows how.
About to buy from a stranger? Check their photos with our free Reverse Image Search first.