The rapid growth of eCommerce has reshaped how brands engage with their customers—but it has also created new vulnerabilities. With global online retail sales forecast to hit $7.4 trillion by 2026, platforms like Amazon, eBay, TikTok Shop, Temu, and Shein are booming. While they offer vast reach, they also present serious risks to brand owners.
As these marketplaces expand, counterfeiters and unauthorised sellers are evolving, using AI and automation to scale their operations. From fake listings and cloned storefronts to stolen content and misleading promotions, these actors exploit trusted platforms to deceive shoppers.
In this article, we explore today’s most pressing marketplace threats—and what your business can do to stay protected across Amazon, eBay, TikTok Shop and other emerging platforms.
Why Marketplace Protection Must Be Taken Seriously
Online brand abuse has become more widespread and more sophisticated. The International Chamber of Commerce estimates that counterfeiting and piracy could cost the global economy $4.2 trillion by 2025. Amazon alone removed over 7 million fake product listings in 2024. eBay continues to deal with high volumes of brand impersonation and fraudulent listings.
Amazon has stepped up its enforcement in 2024, confiscating and properly disposing of over 15 million counterfeit items globally—double the figure from the previous year.
Still, relying solely on marketplaces to protect your brand isn’t enough. At IP Moat, we’ve seen how scammers now deploy AI-generated product listings, deepfake imagery, and fake reviews to mimic legitimate sellers.
These risks aren’t just legal—they affect your marketing performance too. Paid campaigns get undercut, customer confidence drops, and brand equity suffers.
Curious how exposed your brand is across marketplaces? Get your free IP Moat audit and find out where counterfeiters may be targeting your business.
Common Marketplace Threats You Should Watch Out For
Today’s counterfeiters aren’t simply selling knock-offs—they’re building entire fake ecosystems to deceive consumers. Here are the most common forms of brand abuse across marketplaces:
- Trademark Violations: Use of your brand name, logo, or taglines without permission.
- Counterfeit Product Listings: Fake items promoted using stolen images and product descriptions.
- Visual Deception: Edited images that mislead buyers into believing products are authentic.
- Fake Storefronts: Cloned stores replicating your brand experience, including false customer support and reviews.
- Grey Market Sales: Genuine products resold without authorisation, disrupting pricing and warranties.
These issues are especially prevalent across Amazon, eBay, Temu, AliExpress, and TikTok Shop. Check our 'Guides' section to know how to remove counterfeits on these platforms separately.
Marketplace Monitoring: Your Frontline Defence
The best way to beat counterfeiters is to spot them early. An effective marketplace brand protection strategy includes:
- Tech led monitoring to flag misuse of your brand assets, names, or product images
- Automated takedowns of fake listings and unauthorised sellers
- Cross-platform tracking to identify recurring threats and connected seller accounts
Take eBay, for example: while it remains a major sales platform, it’s also a hotspot for counterfeit and grey market activity. Typical problems include:
- Second-hand items sold as new
- Genuine goods sold through unapproved channels
- Fake products sold alongside real ones
Brands must consistently review listings, monitor unauthorised resellers, and enforce pricing policies. At IP Moat, our detection engine connects patterns across regions and platforms, allowing you to respond swiftly and comprehensively.
What Your Business Can Do Right Now
You don’t need to tackle this alone. The best results come from a combination of internal education and expert support.
Train Your Teams
Educate your marketing, customer support, and eCommerce teams to recognise counterfeit tactics and phishing scams.
Audit Your Listings
Run regular audits of key marketplaces to flag unauthorised sellers or duplicated listings. Focus on the channels where your brand is most at risk.
Monitor Social Channels
Keep an eye on social media mentions, fake accounts, and misleading ads using IP Moat’s advanced tracking tools.
Secure Your IP
Ensure your trademarks and copyrights are registered and enforced in all operating territories.
Partner with a Protection Expert
IP Moat offers AI-powered monitoring, smart automation, and legal takedown support—resulting in accurate and fast removal actions. We help you take swift, effective action across all digital channels.
Final Thoughts: Why Brand Protection Can’t Wait
Fake products don’t just steal your revenue—they damage your brand reputation and destroy customer trust. Delaying action means giving scammers more time to do harm.
Brand protection is no longer the responsibility of just your legal team—it’s a core part of your marketing, eCommerce, and growth strategy.
At IP Moat, we make it easy for you to take control, protect your brand, and stop copycats before they cost you more.
Book your free brand scan or speak to our brand protection experts to get started.
