Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Quarter of shoppers unwittingly buy fake goods online

Online shopping at Christmas

Online shopping at Christmas

Almost a quarter (24%) of consumers have bought fashion, footwear or electronic goods online that turned out to be fake, according to brand protection firm MarkMonitor.

Online shopping at Christmas

MarkMonitor analysed the behaviour of of 3,450 consumers across nine countries, including the UK. It found just over one third (34%) of consumers do all of their shopping online, which increases by 15% during the festive season.

Although many admit to being caught out by counterfeiters, 70% said they would not knowingly buy fake goods.

The research also found that a quarter of respondents do not know how to check if the website they are purchasing from is legitimate.

“Along with any increase in online buying behaviour comes a growing threat to consumers — the risk of being exposed to websites selling fake goods and unknowingly buying counterfeit goods in search of a bargain,” said Mark Frost, chief executive of MarkMonitor.

“With the level of sophistication that counterfeiters are using on their websites, it is becoming increasingly harder for customers to determine if products are genuine.”

The research was conducted online by Opinium between November 5 and 10. It surveyed consumers in the UK, France, Denmark, Germany, Italy, Netherlands, Spain, Sweden and the US.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.