Same Platforms, New Twists: How Modern Counterfeiters Are Using Technology to Sell fakes

From cheap copies sold on the streets to digital operations using AI, social networks and marketplaces, counterfeiting has entered a new era.

Today, this illegal market already generates more money than drug and human trafficking. Counterfeiters exploit loopholes in e-commerce, use advanced logistics chains and operate with unprecedented speed and anonymity.

But how is this possible?

In this article, we explore how modern counterfeiters are acting and how your team can respond with intelligence, agility and reliable data.

New Tools, New Tactics: Digital Forgery

Today, counterfeiters no longer rely on hidden factories or complex physical layouts.

They operate with accessible digital tools such as global marketplaces, advertising algorithms, artificial intelligence and even 3D printers. They can create counterfeiting networks that are increasingly sophisticated and difficult to track.

Understanding how these technologies are being used is not just useful. It is essential to anticipate risks, identify patterns and strengthen investigations from the beginning.

Let’s explore some of them.

E-Commerce: From Sheer Convenience to Global Dollar Stores

Today, listing counterfeit products on marketplaces is simple and fast — giving counterfeiters everything they need to scale their operations efficiently.

In recent years, marketplaces themselves have driven this scenario. With the growth of formats such as live sales and short videos, counterfeiters began to exploit these tools to promote illegitimate products in a more engaging environment. The speed and volume of broadcasts make it difficult for brands to detect them in real time.

The launch of programs like Amazon Haul, which promote ultra-cheap goods, has further normalized the consumption of replicas.

Now, with the uncertainty of global tariff changes, platforms like Temu and Shein — which source much of their inventory from China — are expected to raise prices starting in May 2025. This shift could create even more opportunities for counterfeiters to launch their own Temu-style or “haul” stores, attracting price-sensitive consumers to chase the next deal.

Instagram, TikTok, and other social networks have become prime storefronts for counterfeiters, where polished profiles push high-end fakes, unboxing videos boost engagement, and targeted ads deliver personalized pitches straight to eager buyers.

The most alarming phenomenon? Influencers who openly promote counterfeit products as if they were “affordable alternatives” to luxury brands.

With the escalation of trade tensions, a growing number of Chinese factory owners and workers are turning to platforms like TikTok to market direct-to-consumer products that closely mimic high-end luxury brands.

This increasingly common behavior is shaping consumer perception. By portraying replicas as “smart solutions” or “affordable alternatives,” these content creators help normalize the consumption of counterfeits, often without making clear the risks involved.

3D printing and custom packaging

3D printing technology has significantly increased the risk of counterfeiting in several sectors.

In the fashion sector, for example, the popularization of affordable printers and free templates has allowed young people, especially in China, to create your own versions of luxury accessories. The result? Well-made replicas, produced in-house, with a look almost identical to the original.

In the pharmaceutical industry, the warning is even more serious. The possibility of counterfeiting pharmaceuticals outside regulated environments increases exposure to illicitly produced drugs, a direct risk to public health.

In the electronics sector, 3D printers and digital scanners are already used to create replicas of complex components. The precision is so great that, often, not even the manufacturers themselves are able to differentiate an original from a copy.

And the threat goes beyond retail.

There are already cases of security seals, such as container seals, being cloned with 3D printers in less than ten minutes. Visually, they are almost identical to the originals.

All of this shows how counterfeiters are not only keeping up with innovations, but quickly learning to circumvent them.

By exploiting the global nature of e-commerce and the lack of standardization in international oversight, they create networks that easily cross borders and make tracking difficult.

But not everyone who buys a counterfeit product is being scammed.

Many consumers, know exactly what they are buying, and they do so with pride. Influencers amass hundreds of thousands of followers on TikTok by openly celebrating the replica market. They turn counterfeiting into a lifestyle, as if it were a democratic version of luxury.

This trend is not isolated.

Research shows that a significant portion of Gen Z considers it acceptable to use counterfeit products, for style, status or simply for fun. The term rep demon has become a symbol of belonging online.

But even when the purchase is intentional, the impact is real.

Brands lose value. Trust deteriorates. And the chain of counterfeiting, which involves labor abuse, environmental exploitation and international crimes, strengthens.

Future-Proofing Brand Protection: Tools and Strategies

The counterfeiting economy evolves quickly and complexly. What was once a specific problem has become a global, fragmented, technological ecosystem that is almost invisible to traditional research methods.

Today, even security seals, holograms, and authenticity marks are easily replicated with digital printing, making traditional visual protections less reliable.

In this environment, brands that wait to react are already at a disadvantage. At Hubstream, we believe brand protection must be proactive, data-driven, and adaptive to spot suspicious patterns, merge structured and unstructured data in real time, and automate repetitive tasks.

By connecting signals from social networks, marketplaces, customs, and international partners, we transform fragmented information into clear, actionable insights — so your team can focus where it matters most.

But technology alone cannot solve it. 

Consumer education and cross-functional collaboration are critical. Every suspicious purchase reported, every alert triggered, and every investigation launched helps build a web of intelligence — allowing you to connect the dots and dismantle counterfeit networks.

The Arms Race Against Counterfeiters

The only question is: will your brand be ready when it happens? Because it’s not if you’ll be targeted, but when.

The more connected and intelligent your strategy, the better you can protect not just your products, but also your reputation and customers. After all, when counterfeiters thrive on speed and anonymity, your response must be agile and flexible to navigate challenging investigations.

Hubstream is here for that. We transform data into actionable insights, visibility into prevention and intelligence into advantage.

Want to see our work in action? Schedule a demo today and discover how we can help your team protect what matters most: your brand, your reputation and your customers.