Alibaba, China’s largest e-commerce firm, recently smashed global records for its ‘Single’s Day’ promotion on 11th November 2015, selling $14.3 billion worth of merchandise in just 24 hours. This is the equivalent to 120,000 orders placed every minute, covering both online spaces such as Taobao and Tmall as well as 180,000 brick and mortar sites across 330 cities in China. The numbers are staggering, but they also show a problem with the sheer scale of selling—how to ensure the quality and authenticity, of goods. Alibaba is now tightening the screws on fake goods being sold on its platforms, but can it stay one step ahead of counterfeiters?