IMEI and serial number not matching on sticker and app/site info

A

AC Question

I recently bought an LG phone and did some checks on the IMEI. I noticed that when I entered the IMEI from the sticker on the back of the phone onto LG mobile's site, the serial numbers came up different to those on the sticker.
I then downloaded the LG phone from app and this also shows the difference. In addition the phone colour from the app report mentions white, whereas the phone I have is black.

Can anyone enlighten me as to why this may be the case?
I have been thinking but don't know enough about IMEI's, etc. I can only assume the phone has been refurbished but then why is the label wrong? Possibly a fake, but don't think it is - how can I tell without dismantling the phone. Another possibility I was thinking was maybe the details entered when they installed the rom was incorrect?

I have contacted the seller and the rep said he is looking into this/contacting their supplier about this and a few other queries.

Many thanks in advance.