Since many trends emerge on TikTok, the Chinese social network intends to take advantage of them, hence the possibility of making purchases directly there. But since there are so many counterfeits, the platform has also established an official authenticator: Entrupty, a company specialized in the use of artificial intelligence.
What is Entrupy, the anti-counterfeiting company used by TikTok Shop?
Designed to protect businesses, buyers and sellers from transactions involving counterfeit and fraudulent items, Entrupy’s authentication process has an accuracy rate of more than 99%, thanks to its ever-growing database of data scientists, media reports WWD. Enough to reassure people who sell and buy via TikTok, as Vidyuth Srinivasan, founder and CEO of Entrupy, enthuses in a press release:
“We are excited to work with TikTok Shop to provide more people access to our patented technology. We want to ensure the luxury shopping experience is seamless, and this integration allows us to continue our mission of protecting businesses and consumers from purchasing counterfeit items. »
Why is counterfeiting particularly worrying Generation Z?
While the use of second-hand goods is becoming more and more common among younger generations, even when it comes to luxury items, these types of services are becoming a key and interesting element to integrate an influential platform like TikTok. In a recent study called “ Counterfeit Status Report 2023 » summarized in a video, Entrupy summarized surprising data regarding Gen Z and its relationship with counterfeiting:
“52% [des personnes de la génération Z sondées] they already bought a fake last year and 72% of them were 100% satisfied with it. Unfortunately, buying fakes doesn’t just mean giving back to Caesar what is Caesar’s. Counterfeiting has a direct and devastating impact on both workers and the environment. Loss of income due to counterfeiting has destroyed the jobs of nearly 260,000 workers, and 36.2% of counterfeit products tested contain dangerous levels of toxins. Toxic materials that end up polluting the ecosystem. Fake sneakers are typically heavier than real ones, and workers who make them develop stress fractures and other injuries. »
By the way, what is TikTok Shop?
Already present on the Chinese social network’s shop in the United States, the use of Entrupty could perhaps spread throughout the world. In addition to Uncle Sam’s country, TikTok Shop currently already works in the United Kingdom, Indonesia, Malaysia, the Philippines, Vietnam, Singapore and Thailand, but a feature allows it to be used in other countries too.
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Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
