LVMH wants to stop counterfeit products on TikTok

LVMH is cracking down on counterfeiting. Well, to an extent. The French luxury conglomerate is working with TikTok parent ByteDance to find ways to curb sales of counterfeit items on the platform, Bloomberg reported.

The company, which owns brands like Louis Vuitton, Christian Dior, and Tiffany & Co., already has a similar arrangement with Alibaba to help limit counterfeit products on its marketplace, Tmall.

With TikTok, the goal is to offer an “elevated shopping experience” while TikTok Shop continues to grow, Toto Haba, SVP of marketing and communications for Benefit Cosmetics, a beauty brand LVMH owns, told Bloomberg.

“It’s important for us to guard our IP,” he said. “TikTok and ByteDance seem much more willing to talk with us on that and set the right guardrails.”

A new era: The news comes as TikTok Shop’s influence grows in the US, especially among young consumers.

A recent report from The New Consumer and Coefficient Capital found that consumer spending will increase in 2024 as inflation cools, and WWD predicted that TikTok Shop will be among the major retail players, Retail Brew previously reported.

Surprisingly, although the social e-commerce platform only made its debut in September, it’s already generated a $3 billion US run rate and “could become the next Amazon...it really is going to be defining consumer shopping in the years to come,” Coefficient Capital investor Natalie Borowski told WWD, as Retail Brew reported last week.