Maggie Campbell, a London-based editor and experienced user of the resale platform Vinted, recently encountered an issue increasingly reported by shoppers: counterfeit products. While searching for a cream cable-knit cardigan by French label Sézane, Campbell found what appeared to be a genuine new-with-tags (NWT) item priced at £45. Upon arrival, however, the garment felt synthetic and unlike typical lamb’s wool, prompting her to report it. After an investigation, Vinted confirmed the item was likely counterfeit and issued a refund.

Counterfeiting on peer-to-peer marketplaces like Vinted has traditionally targeted luxury goods, but industry observers say this year counterfeiters have shifted focus to premium mid-market and contemporary brands. Items from labels such as Sézane, Coach, and DeMellier are increasingly faked, often sold at prices that make them seem like bargains to consumers unfamiliar with the nuances of genuine products.

Online communities on platforms like Reddit, Mumsnet, and Facebook have become forums for shoppers to share experiences and warnings about suspect listings. Users report identifying fake products by inconsistencies such as poor stitching, anomalous textures, misplaced logos, typographical errors on authenticity patches, and dubious QR codes. Many recount feelings of embarrassment and frustration on realizing they purchased counterfeits.

Experts note that counterfeit sellers often avoid higher-priced listings—those above a certain threshold requiring a £10 optional authentication check in the UK—because it reduces the likelihood of detection. Consequently, mid-market items priced under £85, a common price point for second-hand goods, pose a particular challenge for buyers. One shopper recounted buying a clearly fake Loewe shirt listed below this threshold, after which the seller refused returns, citing the lack of an explicit authenticity guarantee.

Vinted acknowledges counterfeit listings violate its policies and says it actively investigates suspicious items, removes proven fakes, and may suspend repeat offenders. The company also collaborates with government entities and law enforcement to address the broader issues of counterfeit trading in the fashion industry. While it does not disclose detailed statistics on counterfeit prevalence or account suspensions, Vinted provides buyer protection measures, including a brief window for reporting issues after delivery and guidance on spotting potential fakes. This guidance recommends scrutinizing seller profiles and reviews, requesting proof of authenticity, and using the authentication service when available.

Luxury brands remain heavily affected by counterfeit sales online. Jean Cassegrain, CEO of French brand Longchamp, describes the volume of counterfeit Le Pliage bags circulating worldwide as a "plague." His company dedicates substantial resources to anti-counterfeiting efforts, including a team that last year removed approximately 60,000 fake Longchamp listings from resale platforms. While he acknowledges the platforms typically remove counterfeit listings promptly when notified, Cassegrain criticizes the lack of broader proactive measures and highlights the disproportionate burden placed on brand owners.

Shoppers on Vinted have adapted by becoming more vigilant, sharing practical advice such as avoiding multiple identical NWT listings, steering clear of accounts with little feedback or anonymized usernames, and being skeptical of extreme deals. Some prefer purchasing gently used items, which they believe are less likely to be fake.

Despite the risk of encountering counterfeits, many users continue to rely on Vinted for second-hand shopping. Campbell describes her experience as a “wake-up call” but remains a regular customer, now better equipped to identify potentially fraudulent listings. The issue of counterfeit goods continues to pose significant challenges across online resale platforms, highlighting the need for ongoing collaboration among marketplaces, brands, regulators, and consumers.