Governments around the world have advised people to stay at home; in some countries, lockdowns have even been enforced due to the pandemic, which has influenced consumer behavior, increasing their dependence on digital channels such as marketplaces, social media, websites and apps.
While some industries have suffered a significant loss of business, others have seen demand soar. Online sales of sports equipment, DIY and building supplies, kitchenware, board games and toys, and home-working items have all risen dramatically. However, this demand has attracted cybercriminals who are producing and distributing illegal copies of sought-after products to trick unsuspecting buyers. It is companies in these industries that need to be better protected against counterfeiting.
E-commerce sales summary
During this period, e-commerce has grown significantly, particularly in countries that have been most affected by the crisis, with an 87% increase in Italy and 60% in Spain, where they are beginning to implement strategies to ease movement restrictions.
Online sales across all sectors have increased by 52% compared to the same period last year, and the number of online shoppers has grown by 8.8% compared to the same period last year, according to a study by Quantum Metric.
Klaviyo, a Boston-based email marketing platform, conducted croatia whatsapp data a survey of its network of 30,000 businesses regarding the latest trends in consumer behavior during this period. As a result, they found that over 28% of companies were experiencing an increase in sales. However, 40% of companies were having problems with shipping, and over half (56%) were having issues related to their supply chain.
We take a closer look at five industries that are thriving as a result of changing consumer lifestyles and behaviours, and which are in turn proving increasingly susceptible to online counterfeiting and intellectual property abuse.
1. Sports, equipment and sportswear
The health and lifestyle industry has had to reinvent itself to serve consumers with a digital focus. A recent report from Comscore found that web searches related to sports equipment, clothing and related content (including fitness videos and workout plans) have increased significantly in the countries most affected by Covid-19.
“Compared to the week of December 30, 2019 to January 5, 2020, visits to diet, exercise and healthy lifestyle related websites or apps increased by up to 69% in France, 20% in Germany, 133% in Italy, 31% in Spain and 23% in the UK during the week of March 16, 2020.”
This was driven by consumers looking for alternative ways to stay active, occupy their free time and stay fit and healthy while gyms and sports clubs remain closed.
Consumers now rely solely on search engines, websites and marketplaces to find and purchase home exercise equipment. In fact, sales of outdoor sports equipment are estimated to have grown by 236% on amazon.it from March 2 to March 9, 2020. Demand for exercise bikes, rowing machines and treadmills has also increased during this period.
But it is not only the high-priced equipment that is in high demand, sales of materials that facilitate training at home such as skipping ropes, weights, training benches and yoga mats have also increased.
The number of fake social media accounts advertising the sale of sports-related products has also grown sharply. Often, the seller uses his own images instead of the official ones of the brand and the profiles do not have the official account verification that social networks grant to certified sellers.
It is also very common to find counterfeit products in different marketplaces at prices much lower than those of the original product.