Home / Knowledge / News / Information Technology / Suspicious e-commerce sites attract 56 million visits annually
Suspicious e-commerce sites attract 56 million visits annually
Feb '11
MarkMonitor, the global leader in enterprise brand protection, released a special edition of the Brandjacking Index, focused on counterfeit sports apparel sales online. The report reveals how suspected counterfeiters attract at least 56 million annual visits to e-commerce sites and sell almost 1.2 million suspicious jerseys via e-commerce and business-to-business (B2B) exchange sites annually.

To produce the report, MarkMonitor analyzed five major sports brands, including US leagues and international competitions, to determine who was using these brands in online trading and promotion of sports apparel with questionable provenance. The analysis was conducted during the fourth quarter of 2010 and included online distribution and promotional channels, including business-to-business (B2B) sellers of bulk goods and business-to-consumer (B2C) sites, including e-commerce sites, along with almost 300 branded keyword combinations that triggered paid search ads across major search engines.

“Online fraudsters see a tremendous opportunity in the passion and loyalty of millions of sports fans, taking advantage of both brands and fans online,” said Frederick Felman, CMO of MarkMonitor. “These scammers compete with legitimate online advertisers and e-commerce sites, driving up costs for the brands and confusing fans.”

The study identified more than 1,300 e-commerce Web sites selling questionable jerseys featuring one or more of the five brands in the study. The sites attracted more than 56 million annual visits and sell an estimated 800,000 units annually. The vast majority of these sites were linked to Chinese domain name registrants or registrars.

The study also discovered more than 4,000 individual, unauthorized suppliers that appear to be offering phony merchandise on twelve B2B exchange sites. This supply chain consists of suppliers who are based predominantly in Asia and are estimated to sell 300,000 jerseys annually.

Along with their distribution prowess, these fraudsters display a high level of sophistication in promoting their sites and attracting traffic. During the study period, we examined almost 480,000 paid search ads, triggered by more than 280 keyword combinations and found almost 28% of these ads promoted suspicious goods, driving an estimated 11 million annual visits.

In effect, suspected counterfeiters are competing with legitimate advertisers for advertising inventory, driving up prices and even outbidding legitimate advertisers for premium placement. As a result, legitimate advertisers have to pay more for their own trademarked search keywords and compete with counterfeiters for traffic seeking their brands. The investments that brands make in their trademarks are especially effective in driving traffic, since 20% of all searches are for trademarked terms, according to a recent comScore and Yahoo Search Marketing (Overture) study.

MarkMonitor Inc

Must ReadView All

Union textiles minister Smriti Irani addressing at the Texprocil Annual Export Awards. Courtesy: PIB

Textiles | On 22nd Oct 2016

Govt to extend special package to home textiles segment

The Central government is likely to extend the recently approved Rs...

Reebok Liquid Speed Grey. Courtesy: Business Wire

Apparel/Garments | On 22nd Oct 2016

Reebok’s Liquid Factory brings sneaker creation to US

Reebok, a pioneer in the sporting goods industry, has brought sneaker ...

Courtesy: GHCL

Textiles | On 22nd Oct 2016

GHCL to invest Rs 67.25 crore in textile division

Chemicals and textiles firm GHCL will invest Rs 67.25 crore in its...

Interviews View All

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Vasanth Kumar
Max Fashion India

‘Traditional high-street retailers are now willing to offer franchisees to ...

Evelyne Cholet

‘France had a reputation of being big in new ideas, but poor in marketing...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search