The Global Fight Against Counterfeiting Intensifies: Lessons for Russian E-commerce from Vietnam
WHAT HAPPENED
In mid-June 2026, Vietnamese law enforcement officials charged a 49-year-old store owner in southern Vietnam with selling counterfeit eyeglasses. The store's inventory included fakes of well-known global luxury brands such as Gucci, Dior, Chanel, and Hermes, whose trademarks are protected in Vietnam. This case, widely covered by the international press, is a clear example of the authorities' targeted and intensifying efforts to combat counterfeit products.
The charges resulted from coordinated actions and underscore Vietnam's determination, like many other countries in the Asia-Pacific region, to strengthen intellectual property protection. This is not an isolated incident but part of a broader trend aimed at increasing market transparency and combating the shadow economy, which has far-reaching consequences for all participants in international trade relations.
The very fact of public accusations and the dissemination of information about such cases serve as a warning to everyone involved in supply chains, especially when dealing with goods where the likelihood of counterfeiting is high. This incident, occurring in 2026, clearly demonstrates that the days of turning a blind eye to the origin of goods are over, and compliance requirements are becoming increasingly stringent.
WHAT THIS MEANS FOR RUSSIAN E-COMMERCE
For Russian entrepreneurs actively operating on e-commerce platforms and frequently sourcing goods from Asian suppliers, this incident in Vietnam should serve as a serious warning. The global fight against counterfeiting is escalating, and the risks for sellers, whether knowingly or unknowingly dealing in fakes, are significantly increasing. Many Russian e-commerce players build their business models on close interaction with Asian markets, from which a wide range of goods — from electronics to clothing and accessories — are supplied. It is precisely in this segment that the counterfeit market is traditionally active.
Increased controls in manufacturing and transit countries mean that the likelihood of detecting counterfeit products at any stage of the supply chain is significantly higher. This entails not only legal consequences for local sellers but also serious risks for their international partners. A Russian seller who purchased goods from an Asian supplier subsequently implicated in selling counterfeits could face numerous problems: from customs seizure of goods to fines and even criminal prosecution if violations are identified in the Russian Federation.
Beyond direct legal prosecution, there are other, no less serious threats. Russian marketplaces such as Wildberries, Ozon, Yandex.Market, as well as international platforms like AliExpress, are tightening their rules regarding the sale of counterfeit products. The detection of fakes can lead to seller account suspension, fund freezes, cancellation of all sales, and irreparable reputational damage. In the highly competitive online marketplace environment, such incidents can be fatal for a business.
It is crucial to understand that ignorance of the law or a good-faith misconception about product authenticity rarely serves as an excuse. Entrepreneurs are expected to exercise due diligence, meaning taking all reasonable steps to verify the legal origin and authenticity of goods. In 2026 and beyond, this aspect of business is becoming not just a recommendation but a critically important requirement for ensuring sustainability and security in the e-commerce sector.
VIETSMART EXPERT COMMENTARY
Amidst the increasing number of arrests and charges against sellers of counterfeit products, VietSmart experts strongly recommend that Russian entrepreneurs radically re-evaluate their approaches to supplier selection and quality control. Simple requests for certificates or relying on a partner's "word" are no longer sufficient measures. Today, deep and comprehensive vetting is required, especially when dealing with well-known branded goods or products where the risk of imitation is high.
We observe how regulatory bodies worldwide, including rapidly developing Asian countries, are actively increasing their capabilities and resources to combat fakes. What was tolerated or went unnoticed a few years ago is now becoming the subject of criminal investigation. For Russian e-commerce, whose supply chains often pass through these regions, this means the necessity to stay one step ahead, anticipate risks, and build their businesses on the most transparent and legal foundations.
CONCLUSIONS AND WHAT TO DO
To minimize risks and ensure sustainable business development amidst the intensifying fight against counterfeiting, Russian e-commerce entrepreneurs need to take a series of concrete steps:
- Thorough Supplier Due Diligence: Always request and verify the supplier's constitutional documents and business licenses. Investigate their reputation, look for reviews, and information about previous litigation or violations. Do not rely solely on a low price – this is often the first sign of potential risk.
- Legal Expertise and Contractual Framework: Engage lawyers specializing in international law and intellectual property protection to review contracts with foreign suppliers. Include clauses in agreements regarding the supplier's responsibility for product authenticity and the possession of all necessary licenses and permits. Demand guarantees for compensation in case of counterfeit detection.
- Product Audit and Verification: Develop internal procedures for inspecting incoming batches of goods. This may include selective checks, requesting official certificates of authenticity from brand manufacturers, using third-party inspection companies, or even laboratory analyses to determine the originality of materials and manufacturing quality.
- Collaboration with Official Distributors: Whenever possible, strive to work directly with official brand representatives or their authorized distributors. This is the most reliable way to guarantee product authenticity and avoid legal issues.
- Monitoring Regulatory Changes: Regularly monitor changes in intellectual property protection legislation in both Russia and the countries of origin for your goods, as well as marketplace operating rules. Timely adaptation to new requirements will help avoid fines and account suspensions.
Source: VnExpress International — Business from June 14, 2026