ONE in five online shoppers hunting for a bargain are tricked into buying counterfeit goods, according to a new consumer report conducted by MarkMonitor.The study revealed that 20 per cent of people based in Europe and the US browsing for discounted designer products on the internet mistakenly end up purchasing from fraudulent websites.

"Consumers are being waylaid by rogue e-commerce sits, causing brands to lose business," said Fredrick Felman, chief marketing officer of MarkMonitor."The findings from our shopping report underscore the importance of developing proactive protection strategies in the digital age."

MarkMonitor - part of the Thomson Reuters stable - surveyed online users in six countries over a period of nine months, monitoring around 9 million shopping sessions and approximately 9,000 different websites, reports WWD.The study also established that for every one customer intentionally purchasing fake goods, 20 were just hunting for a good deal.

The findings follow the news that the US and Chinese governments have teamed up to close a designer handbag counterfeit operation worth over £500 million - which lead to 73 people being arrested.