How to Combat Counterfeits on Social Media and E-commerce Platforms

‍

For fashion and lifestyle brands, the rise of counterfeit goods across social media and e-commerce platforms poses one of the biggest threats to brand value. Fake listings, cloned profiles, and misleading ads don’t just steal sales—they undermine years of trust and investment.
In this article, we explain how brands can protect themselves with a proactive Online Brand Protection Solution, combining AI-powered detection, automation, and human expertise to take control of their digital ecosystem.

The explosion of counterfeits online

Social platforms and marketplaces have become a primary battleground for counterfeiters. From Instagram ads promoting “limited edition” sneakers at 70% off, to Shopify stores mimicking legitimate fashion brands, the landscape is flooded with deceptive content.

According to Europol, social media and e-commerce now account for over 80% of global counterfeit trade online, with fashion and apparel ranking among the top affected industries. Counterfeiters exploit the same advertising tools and SEO tactics that genuine brands use—making it increasingly difficult for consumers to tell real from fake.

The result? A direct hit to brand reputation, customer confidence, and long-term revenue.

Case study: fake listings targeting a global fashion brand

In 2024, a European footwear company specializing in sustainable design discovered that counterfeit versions of its new sneaker line were being sold across major marketplaces and promoted via fake Instagram profiles.

The scheme included:

• Over 3,000 fake listings on platforms like Amazon, Shopify, and AliExpress.
• Hundreds of paid social ads using stolen product images and videos.
• Phishing sites imitating the brand’s checkout page to steal payment data.
  
  

After partnering with Smart Protection and implementing an Online Brand Protection Solution, the company achieved measurable impact within just 60 days:

• 97% takedown rate of fake listings across major platforms.
• 1.8 million fraudulent impressions prevented.
• −55% customer complaints linked to non-deliveries and scams.
• +16% increase in verified online sales.
  
  

This not only restored consumer trust but also cut paid ad waste by 22%, since fewer counterfeit listings competed for the same audiences.

‍

Why counterfeits thrive on social media and e-commerce

There are three key reasons why counterfeiting has exploded on digital platforms:

1. Accessibility and scale – Anyone can launch a store or ad campaign within minutes using stolen brand assets.
2. Algorithmic exposure – Platforms promote “popular” products, including fakes, if engagement is high.
3. Consumer trust in visuals – Modern counterfeiters use professional photography, influencer collaborations, and even AI-generated videos to appear legitimate.

For example, in early 2025, Business of Fashion reported that counterfeit handbags and sneakers were circulating on Instagram and TikTok just 48 hours after major product launches, proof of how fast these networks adapt.

‍

Building an effective anti-counterfeiting strategy

Protecting your brand on e-commerce and social media requires both automation and intelligence:

1. Continuous monitoring – Detect fake listings, profiles, and ads 24/7 across Amazon, Instagram, TikTok, Shopify, and other platforms.
2. AI-based analysis – Identify suspicious seller behaviors and repetitive posting patterns.
3. Automated enforcement – Execute takedowns instantly with strong SLAs to reduce exposure time.
4. Brand impersonation alerts – Detect and remove cloned domains or profiles impersonating your brand.
5. Performance metrics – Track ROI from takedowns, recovered traffic, and fraud reduction.

A holistic strategy doesn’t just eliminate fake products—it builds supply chain resilience and brand consistency across every digital touchpoint.

Online Brand Protection Solution: the foundation of digital control

An Online Brand Protection Solution give back the power to fashion and lifestyle brands to detect, remove, and prevent counterfeits with precision. It provides:

• AI-driven counterfeit detection on marketplaces, social media, and domains.
• Centralized dashboard with real-time reporting and ROI analytics.
• Automated removal workflows for faster enforcement.
• Expert oversight from analysts specializing in e-commerce counterfeits and social media fraud.
  
  

The combination of automation and human expertise ensures your brand stays one step ahead, reducing customer confusion, protecting ad spend, and restoring confidence across all channels.

Smart Protection: protecting your brand where it matters most

At Smart Protection, we help global fashion and apparel companies, such as Hanro or Scalpers, take control of their brand presence across digital platforms.

Our Online Brand Protection Solution combines advanced detection technology with expert analysts who understand the nuances of fashion retail, counterfeit networks, and consumer behavior.

The outcome: fewer fake listings, stronger ad performance, and a clear improvement in brand perception and trust.

Want to know how much counterfeit activity targets your brand? Request a personalized demo and see how Smart Protection can help you regain control, one platform at a time.

And click the button below to read one of our recent case studies regarding brand protection in the fashion industry.