Guest Post, Features

Gen Z and the Siren Song of Counterfeit Goods

Published: April 22, 2026

Nicolas Waldmann TikTok San Jose, California, USA

It’s happened to us all. We see an item we’ve been searching for at a bargain price, buy it on the spot, and have it fall apart the day after it arrives. The lure of the underpriced item may be hard to pass up, but more often than not, what seems too good to be true is.

One of the fastest-growing threats to safe e-commerce today is the proliferation of counterfeit goods. Research by Corsearch predicted that the size of the global trade in counterfeit goods would reach 1.79 trillion by 2030, impacting industries from fashion to electronics.

Why Gen Z Is Particularly Vulnerable to Counterfeits

While anyone can fall victim to misleading listings or counterfeit goods, a 2023 study from Deloitte found younger shoppers to be more than three times as likely to fall for an online scam compared to baby boomers. Gen Z may have grown up with smartphones and social media as standard, but that doesn’t make them any less vulnerable to the lure of counterfeits.

Why Counterfeits Appeal to Gen Z

Understanding why counterfeit goods appeal to younger shoppers is key to addressing the problem. For many Gen Z shoppers, choosing affordable alternatives isn’t viewed as settling for less—it’s seen as savvy. Social media trends have accelerated this shift, with creators frequently sharing side-by-side comparisons of high-end products and budget-friendly alternatives.

Lower prices can make counterfeit versions of popular brands appear like an accessible shortcut to products that might otherwise feel out of reach. At the same time, younger shoppers navigating social environments where trends and brand recognition carry social value may see logos and brand imagery as a way to signal status or fit in.

Counterfeit sellers frequently exploit these dynamics. Listings may use professional-looking storefronts, influencer-style content, and targeted advertising to appear legitimate. Combined with artificially low prices and pressure tactics that create urgency to buy quickly, these tactics can make it difficult (especially for inexperienced shoppers) to distinguish authentic products from fraudulent ones.

Turning Awareness into Action

Combating counterfeits requires efforts on multiple fronts, including consumer awareness, strong platform safeguards, and collaboration across industries. One such consumer awareness effort is the INTA Unreal Campaign, which educates younger consumers about the risks and real-world repercussions associated with counterfeiting. TikTok Shop has joined with INTA to reach youth through a variety of means, including relatable presentations, youth-oriented events, virtual platforms, and social media engagement.

Gen Z may have grown up with smartphones and social media as standard, but that doesn’t make them any less vulnerable to the lure of counterfeits.

How Platforms Are Addressing Counterfeit Listings

TikTok Shop implements policies and verification processes designed to prevent counterfeit goods from appearing on the platform, including providing brands with tools to report suspected infringements and counterfeits. Shoppers can report any suspicious product or service directly from the app.

Navigating to the three dots at the top of an item’s description page allows shoppers to report concerns that range from scam and fraud to intellectual property infringement, and more. TikTok Shop also uses technology combined with human moderation to review products before they’re listed, helping detect issues early. As a result, 99.7 percent of unsafe or counterfeit product listings were blocked before reaching the platform.

Why Collaboration Across Industries Matters

There’s only so much individual platforms can do on their own. Collaborative efforts between platforms, brands, and industry groups are also crucial to combating counterfeits. By working with organizations such as INTA, platforms and rights holders can strengthen enforcement, improve reporting mechanisms, and educate consumers about the risks associated with counterfeiting.

TikTok Shop’s approach reflects a broader commitment: creating a joyful shopping experience where people of all ages can discover and buy products they love with confidence. From discovery to checkout, TikTok Shop is designed to help consumers shop authentically so that finding something exciting online never comes at the cost of trust.

TikTok Shop is dedicated to providing all customers with a safe, supportive, and positive customer experience. Learn more about our policies by visiting the TikTok Shop Academy or following @tiktokshopacademy on TikTok.

Although every effort has been made to verify the accuracy of this article, readers are urged to check independently on matters of specific concern or interest.