Russian online market for counterfeit goods

The Russian market dynamics 2021

Russian online market for counterfeit goods

The Russian market dynamics 2021

The annual turnover of counterfeit products sold online is growing
7.13
USD bn online sales of counterfeits in 2021
fakes accounted of all
products sold online
15%
of ads for sporting goods on social media (Instagram, VK, and Avito) are selling fakes
>80%
The annual turnover of counterfeit products sold online is growing
7.13
USD bn online sales of counterfeits in 2021
fakes accounted of all
products sold online

15%
of ads for sporting goods on social media (Instagram, VK, and Avito) are selling fakes
>80%
The annual turnover of counterfeit products sold online is growing
7.13
USD bn online sales of counterfeits in 2021
fakes accounted of all products sold online
15%
of ads for sporting goods on social media (Instagram, VK, and Avito) are selling fakes
>80%
The annual turnover of counterfeit products sold online is growing
7.13
USD bn online sales of counterfeits in 2021
fakes accounted of all
products sold online
15%
of ads for sporting goods on social media (Instagram, VK, and Avito) are selling fakes
>80%
Although brick-and-mortar stores remain the principal channel for trading in counterfeits, the share of online sales is growing every year. Of all fake goods sold in Russia, at least 10% are traded online.

The share of fakes in the total number of products sold online varies significantly by product category. For example, while consumer electronics and household appliances traditionally rank as items most commonly bought online (making up 25% of the total e-commerce sales in Russia in 2021), the share of counterfeits in this category is small: of fake medium-sized and large household appliances there are virtually none. At the same time, fakes among online offers of branded clothing and footwear are as many as 25%.

The categories "Furniture and household goods" and "Clothing and footwear" accounted for very similar shares in the total e-commerce sales in 2021 (15% and 14%, respectively). Consumers spent at least USD 1.6bn on counterfeit clothing and footwear online, and at least USD 1.33bn on knock-off furniture and household goods.

Over 20% of all online purchases of counterfeit items happened in Moscow, another 9% – in Moscow region (oblast).
Online sales of counterfeits in Russia in 2021
growth of the online counterfeit market 2019-2021
206
USD bn
The share of counterfeits in all goods sold online
%
16%
2019
15%
2020
14%
2021
2019
2020
2021
Online sales of counterfeits,
USD bn
6.83
7.13
4.33
E-commerce sales went up 12% in 2021, totalling USD 0.5 trillion (including cross-border transactions). The Covid pandemic has disrupted the shopping practices of millions of consumers, turning online shopping into an ordinary everyday experience.

Trade in counterfeits is on the steady rise across the world, according to OECD. The organization's latest report puts the share of fakes at 3.3% of global trade. It is pointed out that the share of phony goods varies greatly by country and product category.

Further shift of sales into online channels is viewed as a risk factor that triggers a rise in global counterfeiting.
Market-specific characteristics
Е-commerce market turnover in 2021 (including cross-border trade)
0.5
USD tn
Methodology, data sources
>13 000 test purchases by mystery shoppers
Interviews with experts discussing the situation in various markets (over 500 interviews)
Counterfeit goods in Russia through the lens of court decisions. A new study of decisions taken by Russian arbitration courts on cases brought against trademark and IPR infringement (analyzed were over 20,000 court cases for the period from 2017 up to 2021)
Annual counterfeit turnover in Russia in 2021
Data obtained during continuous monitoring of online marketplaces, social media and online stores, and automated detection of infringing offers (covered by the analysis were over 500 mn posts on social media and online marketplaces and 300,000 websites).
Statistics of online sales in Russia for the years 2018–2021 provided by the Association of Online Merchants (AKIT).
Results of 55,000 on-site visits of physical stores by BrandMonitor representatives and expert examination of the goods conducted in over 100 Russian cities.
DISCLAIMER

This report was prepared for the purposes of research and information only, and is not intended to promote, advertise, or undermine the reputation of any companies, goods, or brands. The information contained in the report does not constitute legal or other professional advice, nor was it prepared for any specific client. This information may not be used by any entity or individual as a recommendation or an instruction to act, but it can be used as an overview of the topic it discusses. For all data referred to in the report, consent was received from respective data owners. All data was rendered anonymous and aggregated in order to be used in this report for statistical purposes. We disclaim all liability for any losses or other negative consequences arising in relation to the use of this report as an instruction to conduct your business. This report is the intellectual property of Brand Monitor LLC. The report and/or any data contained therein may not be used without consent by Brand Monitor LLC or without a reference to the report and its authors.
Anna Ilyina
Designer: