An online gift store in suburban Auckland has been badly damaged by a fire overnight.

Emergency services were called to the blaze at Rococo Gifts on Plunket Avenue in Papatoetoe, about 12.45am, northern fire communications shift manager Megan Ruru said.

The property was "well involved" when fire crews arrived, she said.

Six appliances arrived at the scene after it was reported there could be people inside the building.

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"But eventually after searches, we were told no persons reported [inside]."

One fire crew stayed at the property overnight and a fire investigator had been at the scene, Ms Ruru said.

No other properties were damaged by the blaze, she said.