Counterfeit Goods

Counterfeit goods are fake products sold as genuine branded items. The seller presents them as authentic, using real brand names, genuine product photography, and sometimes even convincing packaging. The buyer pays for the real thing and receives a copy of varying quality — from a near-passable imitation to a clearly inferior fake.

The problem extends well beyond wasted money. Counterfeit electronics may lack proper safety certification and can overheat or fail dangerously. Counterfeit cosmetics and skincare products may contain unregulated or harmful ingredients. Counterfeit medicines — which circulate in some markets — can be ineffective or actively dangerous. Even counterfeit clothing can contain dyes or materials that cause skin reactions.

Counterfeits are sold across every online channel: major marketplaces, dedicated social media shops, standalone websites, and even through peer-to-peer selling apps. They are not limited to obvious channels or obviously cheap prices. Some counterfeits are sold at near-genuine prices to seem more credible.

Sellers of counterfeit goods list their products using genuine brand imagery taken from official sources. On marketplaces, they may create convincing storefronts, accumulate positive reviews (sometimes by selling other small legitimate items first), and use packaging that closely mimics genuine products.

Pricing is a variable tactic. Some counterfeits are priced obviously low to attract bargain hunters. Others are priced close to the genuine article to appear credible, relying instead on the difficulty of identifying a fake before delivery.

Once the item arrives and the buyer realises it is a fake, they face a dispute process that may or may not succeed. The seller often refuses returns, claims the item is genuine, or disappears entirely. On some platforms, the burden of proof falls on the buyer, and without detailed knowledge of authentication markers, proving a fake can be difficult.

The most dangerous counterfeits — including electronics and health products — may be impossible to identify as fake without testing.

Counterfeits thrive because most people cannot reliably identify a fake from a listing photo, and sometimes not even on arrival. The genuine brand imagery, convincing packaging, and positive reviews create an expectation of authenticity that the buyer has little way to challenge at the point of sale. For high-demand or hard-to-find products, buyers may also be motivated to take more risk than usual.

The relative anonymity of online marketplaces and the volume of transactions make it difficult for platforms to catch every counterfeit seller, particularly when the seller uses real brand images and ships plausible-looking products.

A shopper orders what appears to be a genuine branded item from a marketplace seller with strong ratings. The listing uses official product images and the price is a modest discount on the normal retail price. The item arrives in convincing packaging, but on close inspection the stitching, materials and finishing do not match the genuine article. The shopper opens a dispute. The seller disputes the claim, asserting the item is genuine. The marketplace reviews the case and, after a few weeks, issues a partial refund. The counterfeit is never collected.

Genuine [brand] — 60% off, ships from overseas, all sales final.

100% authentic [brand] — sourced directly from factory. Limited stock at this price.

Brand new [brand] — minor packaging damage from storage, hence the discount. Fully genuine.

Selling my genuine [brand] — bought it and it did not suit me, never used. Check my feedback.

Before buying branded goods from a seller you have not used before, check whether the brand sells through that channel at all — many premium brands do not authorise third-party marketplace sellers or use specific authorised reseller programmes. Visit the brand's official website for a list of authorised stockists.

For electronics and health products especially, look for country-specific safety certifications on the packaging when the item arrives. Compare the item against detailed photos on the brand's official website. Look for consistent logos, materials, packaging weight and finish. Serial numbers on genuine products can often be verified on the brand's website. If in doubt, contact the brand directly with photos.