April Chen was one of millions of hopeful buyers logging on to Alibaba’s shopping platforms on November 11, hoping to take advantage of some discounts on Singles Day, China’s biggest online shopping festival of the year.
The Chongqing native had only intended to buy two items. But when she checked her account on Alibaba site Taobao later, she was in for a shock. In the space of less than a minute, at 11:05am, someone had placed orders for 80 items, everything from a Rmb91 ($13) skateboard, a Rmb1,200 ukulele to a Rmb18,900 oak bed frame. The orders had been placed, but not paid for.
Ms Chen had become a victim of “brushing”, an unwanted growth industry in China and a practice that companies such as Alibaba are trying to stamp out. With online sellers under tremendous pressure to rack up sales, especially on Singles Day, many resort to the time honoured practice of placing fake orders. Higher sales mean better placement on ecommerce websites, leading in turn to more sales.