If the deal on Facebook Marketplace seems too good to be true, it probably is.
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You’re scrolling through Facebook Marketplace when you see it: the perfect pre-loved Louis Vuitton bucket bag.
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It catches your eye. After all, your old work tote is haggard and desperately in need of retirement. Plus, this vintage beauty would enjoy a place in your closet for many years to come.
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Your mind made up that you do, in fact, need this bag in your closet, you start a conversation with the seller. But then, a thought stops you.
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What if it’s not authentic?
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West Coast Table
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Counterfeit designer goods, or dupes, are increasingly common in the secondary marketplace. According to the Organization for Economic Co-operation and Development, the global trade in fake goods reached USD $467 billion in 2025.
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In June, police seized a massive stash of counterfeit goods worth an estimated $6.5 million, including 203 pieces of fake Louis Vuitton clothing and handbags and 673 pieces of fake Gucci bags and footwear, from a home in Surrey. The goods were largely being sold on Facebook Marketplace.
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The frequency of fakes has led to an increased interest in luxury authentication services, according to the 2026 State of the Fake report for the authentication platform Entrupy. It’s an interest that’s matched by the expansion of the global resale market overall.
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The report found the top five brands with authentication submissions to its platform included: Louis Vuitton, Gucci, Chanel, Prada and Dior. Those stats track with what Canadian resale boutique Mine & Yours sees among its products.
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“In 2026, the brands we most frequently identify as counterfeit at Mine & Yours are Gucci and Louis Vuitton,” says Kaining Cheung, lead authenticator for the Vancouver-headquartered company. “Their popularity and high demand make them common targets for counterfeiters.”
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So, how can you avoid buying a fake on the resale market? The first is to purchase through a reseller that guarantees authenticity of its goods, including those who use third-party authentication platforms such as Entrupy.
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But if you’re buying directly from a marketplace seller, there are some top-level tips that you can keep in mind. Cheung shared a few things to keep top of mind.
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What is the top tip to avoid buying a dupe?
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“Quality, quality, quality. Whether it’s the leather, stitching, hardware, or overall construction, you’re paying a premium for a luxury brand’s craftsmanship and design,” says Cheung.
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The differences between an authentic and a counterfeit item can often boil down to the finer details.
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“Counterfeiters typically cut costs on the quality of materials and finishes,” says Cheung. “If they invested the same level of craftsmanship and premium materials as the original brands, their production costs would be similar, leaving very little profit.
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“Their goal is to produce the item as cheaply as possible while maximizing profit, which is why quality is often the biggest giveaway.”
