How to report eBay seller claiming to be in UK but in China?

OK not a major issue for most but it really get on my nerves when i select UK only and can see the seller is based in Manchester or London and the estimated delivery is 3-4days. A week later when you contact seller as you don't have item you can tell they are based in China due to broken English and obviously when you receive your item 2 weeks later with Chinese customs stamps!

Soft fraud at its best