annual report 2025
Discover what’s driving online knock-off purchases, where they’re happening, and how AI is reshaping the game.
AI is fueling the boom in counterfeit shopping
With the rise of AI, it’s never been easier for bad actors to launch fake websites, mimic brand listings, and impersonate social media accounts.
Get insights from the largest U.S. study on online counterfeit shopping. Based on research data from 2,000 U.S. online counterfeit shoppers and 1,000 brands the report uncovers new insights on knock-off commerce, including differences between intentional and accidental buyers—along with age, device, search method, and shopping platform.
The report debunks outdated assumptions and offers new insights into the psychology, behaviors, and tools behind today’s knock-off buying.
Whether you're on the front lines of brand protection or shaping business strategy, this data-driven report helps you understand how fakes are discovered, purchased, and justified by real consumers.
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Who should read this report?
Brand protection managers, ecommerce leaders, legal teams, General Counsel, C-suite executives, and marketing teams looking to understand the evolving landscape of counterfeit threats.
What you’ll learn
What drives intentional vs. unintentional counterfeit purchases
How buyer behavior varies by generation, device, and platform
Which tools and channels are accelerating knock-off shopping
What brands need to know to intercept counterfeit demand earlier in the journey
Key Insights from the Report
28% of shoppers who purchased knock-offs used an AI tool to assist their search.
Knock-offs and dupes are, on average, discounted 31-38%, contradicting the belief that fake products are priced too low to be convincing.
1 in 4 luxury counterfeit purchases is unintentional.
About Red Points
Red Points is the most widely used solution to fight fakes online.
Over 1.300 companies rely on our Digital Risk Protection AI platform to fight counterfeits, piracy, impersonation, and distribution abuse.
With 270+ professionals and offices in New York, Barcelona, Beijing, and Salt Lake City, Red Points has disrupted an industry traditionally led by service providers with a scalable, cost-effective solution.
Be part of the change: join us on our mission to make the Internet a safer place!