E-commerce Fraud: Protecting Your Online Sales Channels

E-commerce has created unprecedented opportunities for brands to reach customers—and for counterfeiters to exploit. With billions of products listed across online marketplaces, protecting your brand online requires constant vigilance and smart strategies.

The E-commerce Counterfeit Problem

Studies suggest that up to 25% of products sold on some online marketplaces are counterfeit. The anonymity of online selling, combined with the sheer volume of listings, makes it easy for bad actors to operate.

Marketplace Brand Registry Programs

Most major marketplaces now offer brand registry programs that give verified brands tools to protect their products. Amazon Brand Registry, eBay's VeRO program, and similar initiatives provide faster takedown processes and proactive monitoring.

Automated Monitoring

With thousands of new listings appearing daily, manual monitoring is impractical. Automated tools can scan marketplaces continuously, flagging suspicious listings based on price, seller history, and product details.

Test Purchasing

Buying products from suspected counterfeit sellers provides evidence for enforcement actions and helps understand how counterfeits differ from genuine products. This intelligence improves detection capabilities.

Seller Verification

Working with marketplaces to verify authorized sellers helps customers identify legitimate sources. Some brands publish lists of authorized online retailers, steering customers away from potentially fraudulent sellers.

Customer Education

Educating customers about how to verify product authenticity and purchase from authorized sources reduces demand for counterfeit products. Clear guidance on your website and product packaging helps.