Livestream’ shopping thwarts some high-tech tools to stop fake merch

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Livestream’ shopping thwarts some: The practice of livestream shopping, in which consumers and merchants purchase via video chat in real time, is quickly expanding in the US. Patent attorneys, however, warn that the proliferation of phony goods is due in large part to the fact that technology to monitor them has not kept up with the market.

In the United States, livestream purchasing has become popular thanks to Chinese e-commerce companies like and TikTok’s Douyin. Merchants display a wide range of things, from jewelry to high-end handbags, on platforms like TikTok through lengthy video sessions. The availability, price, and specifics of the products featured in these livestreams are often questions by the many spectators.

Copyright infringements in live video are difficult to detect and trace, despite the medium’s ubiquity. Due to the enormous volume of violations, e-commerce infringement enforcement frequently resembles a game of “whack-a-mole,” with software firms and attorneys straining to stay up. Software company Red Points, for example, found more than 4.6 million cases of worldwide copyright infringement in 2023, a marked increase from the previous years.

Despite Amazon’s claims that it uses cutting-edge equipment to prevent fake products from selling, livestream transactions pose their own set of problems. While algorithms and AI can spot infringers in static photos and text, it’s much more difficult to spot them in real-time video.

If they want to be successful with shoppable video, retailers need strong safeguards to stop and track fraudulent actions as they happen. Unfortunately, livestreams are unprotected against counterfeits because current AI technology is mostly focused on static information.

Some third-party software developers work with services like TikTok to detect and punish infringers in an effort to resolve these concerns. Machine learning checks Amazon’s website for fakes, but livestreams are still moderated by humans. The e-commerce giant just added shoppable video to its streaming platforms.

The potential for livestream commerce to flourish remains unquestionable, despite these obstacles. It is anticipated that live-commerce will seize a substantial portion of online expenditure in the future years, especially when established merchants such as Nordstrom and Macy’s adopt this marketing strategy.

Overall, livestream shopping presents great possibilities for both buyers and sellers, but it will need industry-wide innovation and adaptation to successfully fight fake goods and guarantee a genuine and secure buying experience.

Emily Mitchell

Emily's passion for fashion journalism and her keen eye for runway trends make her the ultimate source for the latest fashion news and exclusive insights into the glamorous world of catwalks.

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