A troubling new trend is emerging in Australia—so-called “ghost” stores.

Mike speaks with Barry Urquhart, Consumer Behaviour Analyst, who reveals that some online businesses claim to have physical storefronts that never actually existed.

These fake bricks-and-mortar locations, often linked to popular areas like Chapel Street, Byron Bay, and Margaret River, are used to appeal to consumers' desire to "buy local."

The aim is to gain trust and drive sales by pretending to support local businesses, even though the origins of the products are unclear. Some once-familiar brands, like Darrell Lea Chocolates and certain fashion or homeware stores, are being revived online after going into administration—trading on nostalgia and trust.

The practice raises serious ethical and possibly legal concerns.

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