Marketplaces are tightening product listing verification: will there be less counterfeit?

Why marketplaces have to tighten control

The scale of e-commerce has made manual verification of every product listing practically impossible. Thousands of offers in a single category can be listed on one platform simultaneously, and the number of sellers is constantly growing. At the same time, not all violations are obvious: counterfeit goods may use original photos, similar descriptions, and markings, creating the impression of official products.

Categories with high brand recognition are particularly vulnerable:

1. cosmetics;

2. clothing and footwear;

3. electronics;

4. children's goods;

5. auto parts;

6. health products.

For the buyer, the difference between the original product and a fake often becomes noticeable only after the purchase. Because of this, a brand may receive negative reviews, a lower rating, and a loss of customer trust.

What control tools do marketplaces use

Today, platforms are developing several verification areas at once.

• Seller verification

Marketplaces are tightening control over the registration of new participants, requiring more information about the company and the origin of goods. This helps reduce the number of accidental or dishonest sellers, but it is impossible to completely eliminate violations. Counterfeit sellers may use shell accounts or quickly create new stores after being blocked.

• Product listing analysis

Modern systems can analyze photos, descriptions, product names, and other parameters. For example, algorithms are capable of identifying listings that look like official brand offers or finding signs of content copying. However, automatic verification is not always able to determine if a product is original. Externally identical packaging can be used for both legal products and counterfeits.

• Cooperation with government systems

Integration with state registers and labeling systems is becoming an additional tool. For example, for certain categories of goods, checking labeling codes allows for the identification of products that have not been legally put into circulation.

But even such mechanisms do not solve all problems, as counterfeiters quickly adapt to modern realities: they use forged documents, copy labels, or move sales to other platforms.

Is it possible to protect a brand solely through the marketplace?

Increased control by marketplaces is an important step, but it does not replace a comprehensive brand protection system, as the platform sees only part of the information.

For instance, a marketplace can check a product listing, seller documents, or specific signs of infringement. However, the rights holder possesses more comprehensive expertise:

• they know the specifics of their products;

• they can distinguish original packaging from a counterfeit;

• they understand which sellers are authorized to sell the product;

• they can assess the impact of the violation on the brand.

Furthermore, even after a listing is removed, the problem may arise again. An unscrupulous seller can change the product name, create a new account, or post a similar offer through another platform.

Practical steps for brand owners

New control mechanisms do not mean that businesses can completely delegate brand protection to marketplaces. An effective strategy includes several elements:

1. Regular monitoring. It is important not to wait for customer complaints, but to independently identify suspicious offers.

2. Documenting violations. For successful protection, it is necessary to save information about the seller and the product (price, images, etc.), as well as record other circumstances of the violation.

3. Rapid response. The sooner an illegal offer is removed, the lower the risk of lost sales and reputational consequences.

4. Monitoring for repeat violations. After removal, it is important to track whether the same product reappears under a different name or from a different seller.

How automation helps brands

With a small number of products, manual verification can still be effective. However, for companies with a wide range of products and a presence on multiple marketplaces, this approach quickly becomes impossible. Automated monitoring systems allow for regular tracking of digital platforms, identifying potential violations, and reducing response times.

ZIPDetect helps rights holders not only identify suspicious product listings but also organize further action against violations: preparing complaints, monitoring their progress, and obtaining analytics on the brand's status.

Will there be less counterfeit?

Increased oversight by marketplaces can indeed reduce the number of obvious violations and complicate the work of unscrupulous sellers. However, it is impossible to solve the problem entirely through the efforts of the platforms alone. Counterfeiting evolves alongside digital commerce: violators use new schemes, change their promotion methods, and adapt to changing rules. Therefore, the key task for rights holders remains building their own brand protection system. Marketplaces are becoming an important partner in this effort, but the responsibility for maintaining brand value and consumer trust still rests with the business itself.