Inside Alibaba, the Sharp-Elbowed World of Chinese E-Commerce
3rd March 2015
Faking orders, or “brushing,” as it is called in China, involves paying people to pretend to be customers. It lets vendors pad their sales figures and, in theory, boost their standing on online marketplaces, which often give more prominence to high-volume sellers with good track records.
Typically, vendors pay brushers the cost of the products they are ordering, plus a fee. The brushers place the orders and make payments using that money. The vendors then ship boxes that are empty or full of worthless trinkets, while the brushers write glowing reviews.
The practice is considered a form of false advertising, which is prohibited in the U.S. and China. Chinese sellers found doing so face fines and restrictions on their business. But Mr. Cui, who asked to be identified only by his last name, said he relied on fake orders because he felt there was no other way for his products to be seen.
Brushing puts Alibaba at risk of further regulatory scrutiny following its $25 billion initial public offering in September, and calls into question the volume of transactions actually conducted on its platforms, a metric analysts cite in saying it is the world’s largest e-commerce platform. Alibaba says it doesn’t condone fake transactions and that it scrubs them from reporting on merchandise volume, which amounted to 1.68 trillion yuan ($274 billion) for its two main shopping platforms, Taobao and Tmall, in the fiscal year ended March 2014.
Note the Crustian logic: Merchants engage in fraud, but it’s Ali Baba that gets ‘further regulatory scrutiny’. For the Crust, any bad thing is just another excuse to increase their meddling.