Retail theft is rising, and one Sydney shop owner is fighting back by posting CCTV footage of alleged thieves online, drawing millions of views.

The clips show items vanishing in seconds in a high-end clothes shop, just steps from a police station.

Co-owner Travis Hale says he’s lost tens of thousands of dollars, with theft becoming more organised.

“I caught a woman stealing who was wearing a Rolex. I’ve caught a woman stealing who had a Chanel handbag … there are people who are just stealing,” he said.

The viral posts are now acting as both a warning to thieves while boosting foot traffic into the store from supportive customers.

-with Eve Swain