E-commerce Brands · Supply Chain Traceability

Supply Chain Traceability for E-commerce Brands

A grey market listing appears on Flipkart. Stock that should have gone to your authorised dealer in Delhi is being sold 35% below your price in Bangalore. You have three distributors who could be the source. Without unit-level traceability, you will spend weeks narrowing it down. With Origin, you know in minutes.

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Acviss Origin supply chain traceability for e-commerce
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The Scale of the Problem

Opaque Supply Chains Are the Root of Most E-commerce Brand Problems

Listing hijacking, grey market pricing, and counterfeit returns all trace back to the same cause: you cannot see where your products are after they leave your warehouse. Traceability does not just solve compliance questions. It solves channel problems your sales and marketplace teams face every week.

$1.8T
Annual value of counterfeit goods traded globally, with e-commerce platforms as the primary distribution channel
OECD / Statista
46%
Consumers globally who have unknowingly purchased counterfeit goods through online marketplaces at least once
Global Brand Counterfeiting Report 2023
Rs. 1 Lakh Cr+
Estimated annual brand revenue impact in India from counterfeit products sold through e-commerce platforms
CII / FICCI estimate
Where Traceability Gaps Hurt You

Five Supply Chain Problems That Trace Back to a Visibility Gap

🛒 Listing Hijacking

A third-party seller attaches to your authorised product listing and wins the Buy Box. The product they ship is a counterfeit. The review says your product is poor quality. You never made it.

🏪 Fake Storefronts Using Your Brand Assets

Sellers create marketplace stores with names like "Brand Official Store" using your logo and product images. Consumers cannot tell the difference. The product they receive is not yours. Your customer service team handles the fallout.

💸 Below-MAP Grey Market Listings

Unauthorised resellers undercut your minimum advertised price by 30 to 40%. Their stock came through a diverted channel. Authorised dealers lose confidence. Your pricing strategy collapses.

♻️ Counterfeit Products in Your Return Stream

Customers return fake products claiming they received them from your brand. Your returns team cannot distinguish a counterfeit return without unit-level authentication. You issue refunds for products you never sold.

🌍 Cross-Border Platform Evasion

Counterfeiters sell from foreign marketplace accounts where your IP enforcement process does not reach. Products ship into your core markets with your branding and undercut your authorised pricing.

Regulatory Requirements

Four Regulatory Frameworks That Require Traceability Evidence

Traceability is no longer just an internal operational choice. Regulations in India, the US, and Europe increasingly require brands and marketplace platforms to demonstrate where products came from and how they moved.

INDIA Consumer Protection (E-Commerce) Rules 2020

Marketplace entities must not allow the sale of goods that infringe IP rights. Sellers must display accurate product information, country of origin, and authentic certification. Platforms can be held liable for counterfeit listings if they fail to act on brand complaints.

Certify enables your brand to flag infringing listings with scan-verified authentication evidence that satisfies platform complaint workflows.
USA FTC Endorsement Guides and STOP ACT

The FTC's guides on endorsements and testimonials restrict fake reviews and misleading product representations. The STOP Act targets counterfeit listings specifically. Both place obligations on brands to monitor and report infringement on US marketplace platforms.

Truviss monitors your brand across US marketplace platforms and packages takedown evidence to FTC-compliant standards.
EUROPE EU Digital Services Act 2022

The DSA requires very large online platforms to proactively detect and remove illegal content including counterfeit product listings. Brand owners have clearer rights to submit takedown notices. Platforms that ignore documented brand complaints face significant regulatory exposure.

Truviss automates listing detection and generates DSA-compliant evidence packages for rapid platform takedown.
GLOBAL GS1 Barcode and GTIN Standards

GS1 Global Trade Item Numbers provide a standardised product identity that enables marketplace platforms to verify authenticity. Brands with GS1-registered GTINs can flag non-compliant uses of their product codes on Amazon, Flipkart, and other major platforms.

Certify integrates GS1 GTIN data into each unit's digital identity for marketplace-compatible authentication.
What Acviss Does

Track Every Unit. Know Every Move.

Origin gives your supply chain visibility. Certify gives each unit a verifiable identity. Together they answer the two questions that matter most when something goes wrong: where is it, and is it genuine?

Traceability
Origin

Know exactly where every unit is at every moment in the supply chain. When a grey market listing appears on a marketplace, Origin tells you which batch it came from and which distributor handled that batch. Your marketplace account manager has the evidence to confront the source before the next order goes out.

  • Blockchain chain-of-custody from factory to last-mile delivery
  • GPS-tagged scan events at every distributor and warehouse node
  • Automatic alert when a product scans in an unauthorised region
  • Distributor-level attribution for grey market diversion incidents
  • Batch-level recall capability with full unit movement history
  • Audit trail export for legal proceedings and distributor reviews
Learn about Origin
Authentication
Certify

Every unit in the traceability chain needs a unique identity to be tracked. Certify provides that identity at the unit level. When Origin records a scan event, it links to that unit's Certify record. Together they give you a complete picture of where each genuine unit has been and where it ended up.

  • Unit-level unique identifiers linked to Origin traceability records
  • Consumer and field team scan-to-verify with no app needed
  • Return authentication to identify counterfeit refund claims
  • Scan geography dashboard showing where units are verifying
  • GS1 GTIN integration for marketplace product registry compliance
  • Evidence export for marketplace takedown and legal actions
Learn about Certify

See How Acviss Supports E-Commerce Track And Trace

Get a tailored track and trace plan for your E-Commerce products and channels.

  • ✅ Risk Audit: We map your E-Commerce product, channel, and customer journey.
  • ✅ Live Demo: See Acviss track and trace workflows on your use case.
  • ✅ Tailored Rollout: Get a practical deployment plan for your products and existing systems.

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FAQ

Questions from Supply Chain and Marketplace Teams

Yes. When you allocate stock to each distributor, Origin assigns that batch to their account in the system. Every scan event records the location and time. When a product from a batch allocated to one distributor appears in a region outside their territory, or turns up on a grey market listing, Origin traces it back to the specific batch and distributor within minutes. You have the documentation to confront them or trigger a contractual review before the next shipment goes out.
We configure scan points at your warehouse dispatch, at each distributor intake, and optionally at last-mile delivery. Each scan event records GPS location, timestamp, and the unit's unique identifier. Your dashboard shows a live map of where your products are across the network. Distributor onboarding uses a simple mobile app your team can set up in a day. Most brands are live with full traceability within six to eight weeks of starting implementation.
Yes. Origin tracks by unit identifier, not by channel. Whether a unit ships through your Amazon FBA inventory, a Flipkart fulfillment centre, or your own DTC warehouse, the traceability record follows the unit. When a consumer scans via Certify, that scan event also logs to the Origin record so you have full visibility from manufacture through to the end customer across all your sales channels.
Significantly so. With Origin, you can identify which batches are affected, which distributors received those batches, and which units have already been sold through to consumers. For a standard recall without traceability, brands typically spend weeks manually gathering this data. With Origin, your team has the full distribution map within hours. If consumers have already scanned their units, you also have their scan event records to help confirm product locations.
Origin supports ERP and WMS integration via API for brands that want seamless data flow, but integration is not a prerequisite for going live. Many e-commerce brands start with Origin as a standalone traceability layer and integrate with their ERP in a second phase. Our implementation team handles the technical integration work so your IT team is not doing heavy lifting to get started.
Yes. Origin is deployed across 11+ countries and handles cross-border movement natively. When you start selling in a new market, you add that region's distributor nodes to the system. Origin tracks cross-border scan events the same way it tracks domestic ones, so you get the same visibility into your Middle East or Southeast Asia distribution chain as you have in India.

If You Cannot See Where Your Products Are, Someone Else Is Profiting From That Gap.

80+ brands across 11+ countries use Acviss to track their products from factory to consumer. Book a call and we will show you what your supply chain looks like when every unit has a verifiable identity and a traceable history.

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