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BizReport : Ecommerce archives : December 04, 2015

A quarter of consumers caught out by counterfeit goods online

Despite most consumers saying the purchase of counterfeit goods was morally wrong, almost one quarter have been caught out online and purchased a product that turned out to be fake.

by Helen Leggatt

Brand protection firm MarkMonitor looked at the shopping habits of 3,450 online consumers across nine countries and found that most do around a third of all their shopping online. That rises by 15% during the holiday period.

And, it is during the holiday period that online shoppers are even more at risk of unknowingly purchasing counterfeit goods, or being exposed to those websites that sell them.

MarkMonitor's research found that 70% of respondents would not knowingly purchase counterfeit goods and 48% said it was morally wrong. However, 24% had been duped by online counterfeiters.

"As we get closer to Christmas, it's crucial that consumers are on their guard when they hunt for bargains online," said Mark Frost, CEO of MarkMonitor. "With the level of sophistication that counterfeiters are using on their websites, it is becoming increasingly harder for customers to determine if products are genuine."

However, even with security a concern among 64% survey respondents, a quarter said they did not know how to validate if a website was legitimate, suggesting more education is needed among consumers.

Just last week, Europol announced that 999 websites selling counterfeit goods online were shut down by law enforcement authorities in an international operation called In Our Sites (IOS) VI.

Image via Shutterstock

Tags: counterfeit goods, ecommerce, research

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