Andrea Ram

The Counterfeit Problem Brands Misunderstand. Brands invest heavily in fighting counterfeit products online, yet the problem continues to grow. This challenges a common assumption: counterfeit activity is not just an external attack, it thrives on internal gaps in distribution and marketplace control. Using real patterns from e-commerce environments, this case study shows how counterfeit risk, seller proliferation, consumer experience and revenue leakage are connected, and why solving one without the others fails.