Ecommerce and risk management leaders and innovators were out in force at the recent Marketplace Risk Global Summit in London, including the team from EverC, one of our valued partners. “We’re proud to have been a Platinum Sponsor of this incredible event, and we’re also grateful to have had the opportunity to connect with our fellow industry pros at receptions, learning sessions, and in the EverC Room,” said EverC CEO Ariel Tiger. “We’re inspired and energized by the conversations we had and look forward to continuing our work to enhance trust and safety in ecommerce.”
Tiger presented to a standing-room-only audience on trust and safety, technology, and regulatory trends for online marketplaces. The presentation also featured Claire Dyball, Head of Legal at Fruugo (an EverC customer), and EverC Senior Risk Strategist Anna Pogreb.
Marketplaces must balance innovation and regulatory compliance
“It feels like marketplaces are more regulated than they’ve ever been before. And themes of trust, traceability, transparency, and prudent and proactive content moderation are so much at the heart of so many laws, so many new levels of scrutiny, and, unfortunately, some enforcement action that we’re starting to hear about,” Dyball said. “How do we navigate this and also stay true to our creative self as platforms that want to innovate, that want to grow and provide the best service for our retailers and our end customers?”
Having deeper knowledge of those interacting in the marketplace is becoming a necessity. Dyball explained, “We’ve got to be scaling obviously, as we all know. We’ve got millions of live views online at any one moment in time. We now need to know, as platforms and marketplaces, who is trading on our platforms and what they are selling. That probably is knowledge that we haven’t had as well in the past as we are expected to have right now.”
Fruugo: A strong case study in stopping illicit activity
According to Dyball, Fruugo has adopted a multi-layered approach to solving these issues: "We are thinking about multiple layers of defense and mitigation strategies that we can employ, and they have to be scalable and a mixture of human intelligence but also some really savvy tech solutions.”
In addition to its engineers, image recognition system, and notice and takedown system, a pillar of Fruugo’s strategy has been to partner with EverC to target serious non-compliant products such as car parts, prescription medical devices, and prescription pharmaceuticals. As a result, Dyball noted, “We’ve seen some real significant reductions in retailers being able to get their products live on our platform because of our multiple layers of defenses.”
Helping to ensure customer safety on marketplaces
Pogreb offered an example of the type of product EverC has helped Fruugo to keep off their website – an auto part from a Chinese company being advertised as an original Ford part. “This is a safety concern. People can get hurt. This particular listing was sent to us through API integration because we have API integration. We scanned it. Within five minutes, the system realized it was a bad listing. It was assigned a highest risk and sent back to Frugo for removal, and I think within an hour, it was taken off. Nobody ever saw it. Nobody ever bought it, so the marketplace is safe.”
If a questionable product does end up slipping through, Dyball said that EverC has the tools to analyze how it happened and how it was categorized, and then its system can learn with AI.
Fruugo has also seen a reduction in notice and takedowns and actions from brands since partnering with EverC. In fact, proactively sharing intel has helped the platform to “start building some great relationships with brands,” Dyball said. “We can talk about the insights and intel that they have and what their pain points are. We can then use that to build and layer our defenses and mitigating strategies. And EverC has been an important part of that.”
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