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How to remove counterfeit goods from e-commerce sites in South-East Asia
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How to remove counterfeit goods from e-commerce sites in South-East Asia

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A growing middle class coupled with increasing internet access has led to fast-paced e-commerce growth in South-East Asia (SEA) in the past decades. The middle class population of ASEAN, according to expert estimates, may grow from 190 million in 2012 to 400 million in 20202. Additionally, there are approximately 200 million people in South-East Asia with access to the internet and this number is expected to grow three-fold by 2025. As a matter of fact, e-commerce sales in the region are expected to increase from USD5.5 billion (approx. EUR4.7 billion) in 2015 to USD88 billion (approx. EUR 7.5 billion) in 2025. Apart from being a forum for legitimate vendors and original products, the internet is also used by unscrupulous businesses as a platform for the distribution of counterfeit goods which infringe intellectual property rights (IPR). The explosive growth in access to the internet has resulted in a shift in the modus operandi of counterfeiters to move their illegal activities online. Online e-commerce websites might become easy and anonymous options for counterfeiters to reach out to potential customers as well as popular social media platforms. A recent study reported that 20 % of 750 000 posts on the popular social media platform Instagram alone, in relation to well-known fashion brands, involved the offer of counterfeit products for sales, with many of the vendors identified as being based in China, Malaysia and Indonesia among others3. Beyond the avenues of online e-commerce and social media platforms, there has been a growing trend of counterfeiters making use of personal communication channels to affect their sales (such as mobile application software and Facebook pages). These online sellers are technologysavvy and liberally use popular messenger applications such as Telegram, Whatsapp and WeChat to peddle their wares. Especially these messenger applications are often secured with end-to-end encryption which allows counterfeiters to operate in privacy and free from any official over-sight.
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ISBN 978-92-9202-772-8
DOI 10.2826/992817
Katalognummer EA-04-19-796-EN-N
ISBN 978-92-9202-773-5
DOI 10.2826/452528
Katalognummer EA-04-19-796-EN-C
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ISSN ISBN 978-92-9202-772-8 DOI 10.2826/992817 Katalognummer EA-04-19-796-EN-N
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ISSN ISBN 978-92-9202-773-5 DOI 10.2826/452528 Katalognummer EA-04-19-796-EN-C
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