Takedown shake-ups: strengthening brand protection on online marketplaces

By Tim Lince

Frustration over the sale of counterfeits on digital marketplaces has reached a peak in recent months. We asked some of the world’s biggest brand owners what gold-standard protection mechanisms might improve the situation and examined how realistic their suggestions are

Since the launch of the first major online marketplace in the mid-1990s, retail as we know it has been revolutionised. From Amazon and eBay in the West to Alibaba and JD.com in the East, the new incumbents have transformed the digital landscape and how we shop – and their meteoric rise shows no signs of slowing. eBay, for example, had 104 million active users in 2012; by 2016, that figure had soared to 164 million. Likewise, Alibaba’s user base skyrocketed from 133 million in 2012 to 423 million in 2016.

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Issue 71