Social Media Is Just the Beginning
31.8% of shoppers bought a fake first seen on social media
ReportFree download
State of Brand Protection Report 2025
How Counterfeiters Use Emerging Channels and Evasive Tactics in the Age of Generative AI
Executive summary
Criminals continue to improve the way they operate online. With the goal of finding more people to sell fakes to while avoiding brand protection efforts, they’ve upped their game in many ways over recent years.
Brands are feeling the pinch. Making a real impact against counterfeiting has never been more complicated, and requires more than simple monitoring on major online platforms.
This research investigates how American shoppers approach, perceive, and behave towards counterfeit products in online spaces, so businesses can be aware of how to adapt their brand protection in 2025.
What counterfeiters are doing
- 01Leveraging social platforms to promote fake products to bigger audiences
- 02Using AI tools to set up shop online faster
- 03Selling on emerging online platforms to abuse weak IP protection
- 04Establishing sales journeys across different websites and apps
Key findings
It's Getting Harder for American Shoppers to Avoid Buying a Fake
71.6% of respondents were looking for authentic items when they bought a fake.
Counterfeiters Are Diversifying Their Payment Methods
24.80% of shoppers bought a counterfeit using an alternate payment method.
Get the full report
How Counterfeiters Use Emerging Channels and Evasive Tactics in the Age of Generative AI
More reports
2026 ReportFighting the AI Tax: Report for Growth and Marketing Teams
Unauthorized sales reportE-commerce Growth Strategy Report
2025 ReportThe Real Costs of Fake Beauty
ReportUnauthorized Sales Report 2025- BlogThe Problem With Retailer MarketplacesAs Walmart, Macy’s, and Target open up to third-party sellers, counterfeiters eye a new opportunity.
- ProductBrand ProtectionDismantle the networks behind counterfeiting with Marq AI.
See what’s selling under your name.
Bring a brand and a market. We’ll show you the fakes, imposters and unauthorized sellers, and what removing them is worth.