Home / Knowledge / News / Information Technology / Suspicious e-commerce sites attract 56 million visits annually
Suspicious e-commerce sites attract 56 million visits annually
11
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

Courtesy: Pexels

Fashion | On 23rd Jun 2018

Nigerian bank launches N1 bn fund for fashion entrepreneur

Nigeria’s Bank of Industry has set aside 1 billion Naira (N) to...

Courtesy: Tayal

Textiles | On 23rd Jun 2018

Tayal textile factory in Algeria starts exports to Turkey

Algeria’s largest textile factory, the joint Algerian-Turkish company ...

Courtesy: Manhattan Beachwear

Fashion | On 23rd Jun 2018

Manhattan Beachwear in global partnership with BCBG Group

Manhattan Beachwear, the largest swimwear manufacturer in the US, has ...

Interviews View All

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Veronique Lee
Modavanti

‘Sustainable fashion is trending upwards, slowly but surely, as people...

John Kelley

Textile Events is one of the largest textile fair in the United Kingdom,...

Harsh Shah

Fynd is the central online shopping destination for fashion, offering...

Kalai Selvi

Vidyashilp Academy in Bengaluru is the country's first Fairtrade School....

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Divvya and Nidhhi Gambhir
Walnut

<b>Divvya and Nidhhi Gambhir</b> started their career with the launch of...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


June 2018

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

news category


Related Categories:

Advanced Search