In the fight against fakes: Behind the scenes of Rakuten France’s anti-fraud team
The perfect item at the perfect price. You immediately click “buy” and eagerly await its arrival. Then the crushing realization days later: it’s a fake. Unfortunately, this sinking feeling is something millions of shoppers know all too well. The sting of counterfeit goods and fraudulent schemes is a constant threat in the e-commerce landscape.
But what if there was a dedicated team working tirelessly behind the scenes to protect you? At Rakuten France, that’s precisely what they’re doing, through a combination of cutting-edge technology and human expertise, to bring the fight against the fakes.
A formidable force: Mathieu Deshayes and Benjamin Moutte
Two key figures are at the heart of Rakuten France‘s anti-fraud efforts: Mathieu Deshayes, Head of Payment and Risk, and Benjamin Moutte, VP of Legal & Public Affairs. Deshayes’ team, the Anti-Counterfeiting Cell, uses its technical expertise to identify, analyze and mitigate fraudulent activity on the platform. Benjamin, meanwhile, works to ensure actions are legally sound and aligned with French and European regulations.
Together, they safeguard the interests of both the company’s customers and brands. “We’ve developed a really effective partnership with Mathieu’s Anti-Counterfeiting Cell,” Benjamin explains. “It’s a daily collaboration where we combine our legal expertise with their fraud detection capabilities.”
E-commerce fraud in France
The scale of e-commerce fraud in France is significant. Counterfeit and pirated goods account for an estimated 3-5% of total retail sales in some sectors, resulting in approximately €10 billion in annual economic losses nationwide. In specific industries like luxury goods, electronics, and pharmaceuticals, counterfeit products can even capture up to 20-30% of the market share.
This poses a serious problem for legitimate businesses like Rakuten France, which rely on trust and reputation to thrive. Fraud erodes consumer confidence, reduces sales, and poses a threat to everyday consumers. “For Rakuten France, this is more than just a numbers game,” Deshayes emphasizes. “The presence of counterfeit items not only affects the economy and legitimate brands but also jeopardizes consumer safety. Counterfeit products often do not meet established quality or safety standards, putting our customers at risk.”
Rakuten France’s legacy of tackling fraud
Rakuten France’s track record in the fight against counterfeiting is superb. Only 0.01% of claims involve fakes, and Rakuten’s anti-counterfeiting unit intercepts more than 99% of counterfeits before a sale occurs.
“Since our early days, protecting our users has been a fundamental principle that guides everything we do,” notes Benjamin. “We’ve always understood that trust is the foundation of e-commerce, especially for a marketplace. That’s why we built our marketplace with safety measures integrated from the start.” Benjamin highlights that Rakuten France was one of the first platforms to implement secure payment systems, holding funds until both sides are satisfied with the transaction.
Another factor behind the team’s success is its holistic approach. “We don’t just focus on one type of fraud – we look at the bigger picture,” Benjamin points out. The anti-counterfeiting team works closely with payment fraud, customer services, legal, and other experts to help spot suspicious patterns as soon as they begin to emerge.
And then there is the technology.
Tech on the front lines
“Technology is at the heart of our fraud prevention strategy,” explains Deshayes. “We leverage advanced algorithms and comprehensive data analytics to continuously monitor and analyze vast amounts of transactional and behavioral data in real time. This approach enables us to detect subtle patterns and anomalies that may indicate fraudulent activity.”
The system is designed to be adaptive, constantly learning from both historical data and emerging trends. As fraudsters evolve their tactics, the algorithms help adjust the detection rules based on new insights and behavioral changes. This dynamic, data-driven approach ensures that the defenses remain robust and up-to-date, allowing the team to identify and mitigate potential threats before they can impact the marketplace.
Success is also due to the preventive work carried out upstream by teams who directly remove products from the catalog and ban fraudulent sellers. Tools analyze 100% of ads before they go online, and Rakuten France applies zero tolerance for repeat offenses.
The Anti-Counterfeiting Cell uses a suite of tools that includes:
- Smart Matching & Scoring: Detective tools that automatically analyze listings and seller behavior, assigning a risk score. The system constantly updates the rules to stay ahead of fraudsters.
- Product Description Detective: Compares product descriptions to identify inconsistencies or copied text, a sign of fraudulent listings. A plagiarism checker for e-commerce.
- Keyword Watch: This tool, refined over 20 years, scans product titles and descriptions for suspicious words or phrases, which are then flagged to the team.
A new level of defense with the Brand Protection Program
Building on this robust anti-fraud foundation, Rakuten France recently launched its Brand Protection Program. This initiative aims to take counterfeiting efforts even further. “We’ve always taken a strong stance against counterfeiting, but with this new program, we’re taking things to the next level,” Benjamin says.
The new program includes a simplified reporting system, allowing brands to flag products almost instantly, which massively boosts reaction times. The program also includes a broader scope for reporting suspicious products and a dedicated point of contact at Rakuten for each brand.
“The early feedback from participating brands has been very encouraging. They appreciate the faster response times and the more collaborative approach to fraud prevention,” Benjamin explains. “While it’s still early days, we’re seeing that this combination of rapid response, thorough investigation, and personalized support is creating a stronger shield against counterfeiting.”
The future of fraud fighting
Looking ahead, Benjamin and Deshayes are committed to expanding Rakuten France’s anti-fraud initiatives and staying ahead of the fraudsters’ curve. Deshayes notes that an upcoming development is the integration of image-based detection algorithms. “This technology represents a significant advancement,” he explains. “It allows us to analyze visual content with high precision – catching subtle signs of counterfeiting that traditional text or metadata analysis might miss.”
Benjamin’s ultimate goal is to safeguard the trust customers place in Rakuten France with every transaction. He concludes, “We’re committed to staying at the forefront of fraud prevention in e-commerce. It’s about being proactive rather than reactive, and always remembering that behind every transaction is a customer who’s placing their trust in our platform.”
By combining innovative technologies, a dedicated team of experts, and a proactive approach, Rakuten France is well-positioned to continue protecting its users in the ever-evolving world of e-commerce.
