Young consumers are widely falling victim to online “dupe” scams – where items purchased on social media turn out to be of poor quality.
A poll, of 1,000 Gen Z and millennial social media users, found 47% have bought dupes – short for “duplicates,” and referring to recreations resembling high-end products like cologne and perfume.
Legal and openly marketed as alternative options to the original goods, they’re often available at low prices.
However, 30% have been left disappointed by what they ordered – with 29% claiming they were taken in by influencers promoting the product.
Key reasons for being dissatisfied include the item not being as described (28%) or pictured (24%), arriving damaged (19%), or being dangerous or unsafe (10%).
The research was commissioned by Trustpilot, which has also produced a blog on dupes, revealing if they’re worth the hype.
Worryingly, the study found as many as 58% bought their underwhelming dupe from a well-known retailer or brand.
As a result, 25% have lost trust in smaller brands after receiving below par purchases, while 17% said the same of bigger brands.
And 31% of those let down admitted they’re now less confident buying goods through social media.
Carolyn Jameson, spokeswoman for Trustpilot, which commissioned the research, said: “Owning something which is as good as a high-end product, but comes at a low price, is an understandably appealing prospect for consumers, particularly during a cost-of-living crisis.
“But it’s worth remembering that currently there’s little regulation around dupes, so more potential risk with every transaction – which means it can be hard to know which brands or products will genuinely deliver on their promises.
“That’s why, before handing over hard-earned money, it’s really important for shoppers to do their research.”
The study also found 56% of those polled use social media to shop more now than ‘ever before’.
When doing so, 74% make a point of researching retailers by checking reviews before buying dupes online.
The most popular social media platforms for shopping for these goods are TikTok (25%), Instagram (25%), and Facebook (16%).
But, while some consumers have been left disappointed, a not insignificant proportion of those polled (44%) said they trust products which trend on social media, such as dupes.
And perhaps with good reason – of those who’ve purchased such products, 60% believe they’ve saved nearly £100 on average over the last 12 months.
Carried out through One Poll, the study found the most trusted retail categories for dupes are fashion (35%), beauty (27%), and household items (23%).
Carolyn Jameson added: “Checking reviews on an independent platform like Trustpilot is one way you can verify a brand’s trustworthiness, by seeing the real experiences of other customers.”
Produced in association with SWNS Talker
