A global online marketplace implemented Incognia’s Location Verification solution to prevent fake inventory, reduce verification friction for good users and increase community trust.
Online global marketplace with 150+ million users globally and revenue of 8.4B in 2022.
Fake inventory had become a problem for the online marketplace and was negatively impacting customer experience and brand reputation. In November 2022, the platform’s seller verification process was entirely reliant on third-party databases to prove that 1) the offering address existed and 2) the seller had ownership of (or a relationship to) the offering. Optionally, users could submit document-based proof of address, request a postcard in the mail, or provide geolocation information.
The platform urgently needed to solve the issue of fake inventory, so it decided to make the geolocation check mandatory for any published offering. It implemented Incognia's Location Verification solution to introduce tamper-resistant location analysis as an additional seller verification requirement.
Incognia allowed the platform to measure the distance between the seller’s device and the address they were inputting when listing an offering with very high precision, ensuring that false positives did not interfere with new offerings. Over 80% of the inventory was verified automatically with Incognia, minimizing seller verification friction.
Additionally, Incognia ensures that devices attempting to spoof or fake their location are blocked, including those using GPS spoofing applications, app tampering techniques, or emulators.
Incognia was able to identify a high correlation between tampered-with devices and devices associated with 3+ accounts. This demonstrates that bad actors used device and application tampering techniques to bypass the platform’s device fingerprinting tools and evade the seller verification checks.
In addition, Incognia enabled a device watchlist that helped the company proactively block offerings submitted by devices that had been associated with fake offerings in the past.
Most high-risk offerings are flagged because the device is not near the offering listed address (within 300 meters). 12.8% of all high-risk offerings are flagged because Incognia detects a form of device tampering or suspicious device behavior. For example, 2.5% of high-risk devices are associated with 3+ accounts, which is very suspicious behavior.
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