The head of the Association of Internet Commerce Companies, Artem Sokolov, notes that in the retail space there is a prevalence of counterfeit clothing, accessories, and perfumes from globally recognized brands. His observation comes from industry discussions reported by RIA Novosti and serves as a stark reminder of the scale of the problem facing online and offline retailers alike.
Sokolov points out that electronics are the hardest items to counterfeit because they carry unique identification numbers. This makes forged devices easier to detect for consumers and authorities, yet the market still struggles with imitation products that mimic the real thing closely.
He also highlights a practical consumer advantage in online shopping: customers can reject goods within seven days of receipt if they are not satisfied or if they suspect counterfeit quality. This consumer protection is a critical feature of digital marketplaces that helps maintain trust between buyers and sellers in a crowded marketplace.
According to AKIT, in 2023 copyright owners submitted 610,000 requests to marketplaces to remove counterfeit items. Only about half of these requests were verified, resulting in the blocking of nearly one million product listings. The numbers underscore a persistent tension between enforcement efforts and the sheer volume of counterfeit activity that marketplaces must manage each year.
Retailers across the globe have long battled counterfeit products, yet counterfeit goods still find holes in the supply chain, appearing on online storefronts as well as in physical shops. The ongoing problem persists because the incentive to counterfeit remains strong and the economic impact of fake goods continues to appeal to counterfeiters and some buyers alike.
As long as there is profit to be made from counterfeiting, and as long as counterfeit goods can influence purchasing decisions and perceived value, the practice will endure. Industry leaders stress the need for continuous improvements in detection, authentication technologies, and stronger collaboration between brands, platforms, and law enforcement to curb the trade.
There is also ongoing discussion about the setup costs for newcomers entering the market. Estimates suggest that initial capital requirements for a counterfeit-impacted business can range from fifty to one hundred thousand rubles, underscoring the significant barriers for some entrants while highlighting why the illicit trade persists for others who are able to secure funding and distribution channels. The landscape is dynamic, with enforcement actions and consumer awareness evolving rapidly as marketplaces adopt new verification measures and buyers become more vigilant.
Recent reports have also explored consumer behavior, including how often Russians utilize pickup points and how that channel affects the perception of authenticity in goods bought online. These consumer patterns matter because they influence how counterfeit items are detected, returned, or reported, and they shape the overall effectiveness of both marketplace controls and brand protection strategies. In essence, every step of the shopping journey—from listing to delivery—carries potential risk or protection depending on the rigor of anti-counterfeiting measures in place. Attribution: AKIT