by Renee

3 min reading time

Product authenticity: an escalating battle


3d visuals 4 1 | Staxxer


With the rise of digital technologies and globalization, online shopping has surged in popularity. This growth has opened doors for sellers to reach a global audience on a massive scale. Regrettably, online platforms occasionally attract sellers peddling less-than-authentic goods. If you’re an e-commerce vendor, you’re likely familiar with this challenge. But fear not! There are ways to shield both yourself and your customers.

What’s going on?

First, some context. The e-commerce boom has created opportunities for millions of sellers across the globe. Concurrently, it’s paved the way for replicas and counterfeits. From designer bags to high-end electronics, nothing is immune to imitation. Increasingly, “product pirates” exploit electronic commerce channels to peddle counterfeit goods to consumers. The anonymity afforded by online shopping reduces the risk of these sellers being caught. The real challenge lies in navigating an expansive landscape home to millions of sellers. Consumers add another layer of complexity: while some believe they’re purchasing authentic items, others deliberately seek out cheaper fakes, exacerbating the issue.


Why is this problematic?

The adaptability and evolution of these pirates is alarming. They constantly devise new strategies to infiltrate even the most trusted sales platforms with their counterfeit goods. Despite law enforcement and platform administrators working to detect and remove these fraudulent sellers, the problem appears to be growing. Economically, the consequences are stark: revenue losses for genuine brands and a skewed marketplace where honest business struggles against cheaper, subpar knockoffs. Consumer trust also takes a significant hit. When consumers feel deceived, it can lead to diminished trust in online shopping and brands at large. Yet there are also direct risks for consumers. Especially in categories like medicine, cosmetics, and electronics, counterfeits can pose serious health and safety threats¹. Fake medications might be ineffective or even toxic. Counterfeit electronics could malfunction, overheat, or ignite. And imitation cosmetics might induce allergies, skin issues, or worse.


Protection strategies for sellers

In the ever-evolving world of e-commerce, sellers must arm themselves against the threats of forgeries and replicas. A proactive stance can safeguard not just your reputation but also uphold the trust of your customers. Here are some strategies to consider:

  • Know your suppliers: A pivotal initial step in assuring authenticity is familiarizing and trusting your suppliers. Direct collaboration with established, trustworthy suppliers minimizes the odds of counterfeit items breaching your inventory. Regular checks, site visits, and requests for certificates of authenticity can all contribute to the integrity of your product lineup.
  • Leverage technology: Thanks to technological advancements, numerous tools and software solutions have emerged designed specifically to detect counterfeits, often via AI. These tools can discern patterns, evaluate customer feedback, and even scrutinize product images for inconsistencies hinting at counterfeits. Incorporating these technologies into your e-commerce platform furnishes an additional layer of defense.


Empower the consumer

The fight against counterfeit items isn’t the sole responsibility of sellers. Consumers play a pivotal role. Educational content can assist consumers in distinguishing genuine products from fakes. Many remain oblivious to the extent of the issue or lack the know-how to identify counterfeit products. This awareness gap increases the likelihood of unintentional counterfeit purchases. Consider crafting blog posts, videos, or infographics on the topic. Transparent, accurate product descriptions are also invaluable. Detailed photos and product origins can further assist.

Conclusion: a triad of stakeholders

Everyone has a stake in this issue, and a collective effort will be required moving forward. Customers must remain vigilant and recognize that buying counterfeit products aids law-breaking traders and could indirectly fund organized crime. E-commerce vendors bear the responsibility to select suppliers diligently, monitor their product offerings, and transparently and adequately inform their clientele. Major online sales platforms also have a vital role, as both their reputation and user trust are at stake. Harnessing advanced technologies and proactively combating counterfeits is paramount. Through collaboration, awareness, and decisive action, we can ensure a fair and secure e-commerce experience for all users!



  1. OECD (Dangerous Fakes: Trade in Counterfeit Goods that Pose Health, Safety and Environmental Risks)
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Yonis Brander

VAT consultant

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