The number of fake equipment decreased on marketplaces
Sales of counterfeit electronics on marketplaces according to the results of 2024 decreased by an average of 10%, but are still at the level of 21–54% of all equipment sold depending on the category. Market participants believe that the reason for the reduction was a reduction in the general sales of expensive brands, which traditionally account for the main fractions of the fakes.
“Kommersant” got acquainted with the data of the IQ Technology Legal Agency, according to which in 2024 on Russian marketplaces (Wildberries, Ozon, Yandex Market, Megamarket), as well as the number of fake equipment of the Brand who left the Russian Federation, as well as on the Avita classifide. So, according to their data, the share of falsified smartphones was 23% (a year earlier than 31%), laptops and tablets of 21% (30%), small kitchen appliances 26% (34%), the share of counterfeit headphones sold on market lists decreased from 69% of the total equipment to 54%. A year earlier, Kommersant reported that the amount of fake electronic products sold on marketplaces has almost doubled (see Kommersant on July 17, 2024).
According to the results of 2024, 29.6 million smartphones were sold in the Russian Federation in the amount of 715.3 billion rubles, which is 4% less in the amount and 5% more in the money of the result of 2023 (see “Kommersant” dated January 14, 2024). From January to mid -October 2024, laptops were sold 2.58 million, which is 12% most of all 2023 (see Kommersant on October 5, 2024).
Mostly A-brands are faked (Apple, Marshall, JBL, etc.), the representative of Marvel-Distribution said. “The reduction in the amount of counterfeit is associated with a total decrease in the share of A-brands in sales relative to/C-brands,” he says. If we consider counterfeit only inside A-brands, then the share of fakes remains at the same level, he clarifies. According to his forecast, this year the goods of the middle and low price category will continue to be replaced on the shelves of A-Brand stores, and, therefore, the total number of fakes will continue to decrease. Alexander Logunov, managing partner of the IQ Technology Law Agency, however, believes that at the moment there is no sustainable trend to further reduce the share of counterfeit.
The share of complaints about fakes is only 0.09% of the total number of delivered orders is 20% less than a year earlier, the representative of Yandex Market assures. According to him, the protection system on their site begins to work with the registration of the seller, and then regularly uses automatic systems that can form a hypothesis about the suspicion of goods or seller.
On the platform, it is forbidden to sell goods that violate copyright and other exclusive rights, says Avito representative. According to him, the process of working with copyright holders has been established on the site, and in the case of confirmation of violations of exclusive rights, it blocks content.
Wildberries & miss use the functionality to verify the authenticity of the products that government agencies provide them, the company representative explains: “Whether it is the marking of the“ Honest Sign ”system, posting references confirming the quality and safety of goods, or, for example, verification of copyright holders.” Also, he adds, from May this year, sellers of smartphones should indicate in their site in the IMEI device announcement (a unique smartphone or tablet number). Ozon refused to comment. The Megamarket did not respond to the request of Kommersant.
The amount of counterfeit is reduced due to the efforts of the state, for example, through the labeling “Honest Sign”, says Kommersant’s interlocutor in the electronics market. “In addition, those brands whose offices continue to work in Russia fight counterfeit,” he says.
