There are multiple types of shilling, including, for example, when a seller does the following:

1. Has a friend or family member purchase an item and leave a biased, inauthentic, or untruthful positive review.

1. Compensates a third party through free or significantly reduced items, samples, cash or other compensation, to purchase and leave a biased, inauthentic or untruthful positive review.

1. Opens or uses additional accounts posing as an independent buyer to take inauthentic action on the first account. This could include purchasing an item to leave a review for the first account, deceptively favouriting the first account’s shop or listings, upvoting positive reviews on the first account in order to position them more prominently, or taking any other actions to artificially inflate the first shop’s reputation. This is also called “sock puppetry.”