How Carousell keeps fraudulent listings off of their platform
Company Size
1,000+
Region
- Asia
- Pacific
Country
- Australia
- Hong Kong
- Indonesia
- Malaysia
- Philippines
- Singapore
- Taiwan
Product
- Sift Content Integrity
Tech Stack
- Machine Learning
- Automation
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Customer Satisfaction
- Productivity Improvements
Technology Category
- Analytics & Modeling - Machine Learning
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- E-Commerce
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Cybersecurity
- Fraud Detection
Services
- Data Science Services
About The Customer
Carousell is a Singapore-based peer-to-peer marketplace, where users can buy and sell effectively and easily, and sellers and buyers can connect privately. The company has both an app and a desktop site. In addition to Singapore, Carousell operates in Malaysia, Hong Kong, Taiwan, Philippines, Indonesia, and Australia, encompassing 250 million listings and 70 million transactions across all markets. As Carousell began to scale, they started to see fraudsters posting fake and spammy product listings for products that either arrived to the buyer not as described or never got delivered to the buyer at all.
The Challenge
As Carousell began to scale, they started to see fraudsters posting fake and spammy product listings for products that either arrived to the buyer not as described or never got delivered to the buyer at all. Carousell didn’t have a way of proactively preventing these listings and relied on user flags to spot and remove them. This meant that these listings not only posed a threat to good users until they were eventually removed but threatened to sully the reputation of the platform, as well. Repeat fraudsters were also finding ways to get back onto the platform even after Carousell deleted their accounts, and continued to post abusive, fake listings with their new accounts. Carousell limits the number of accounts a user may have to a maximum of two, but fraudsters were creating multiple accounts and Carousell was finding it difficult to keep track of them all. Carousell was using a rules-based fraud solution, but it was time-consuming to have to jump in and change rules every time fraudsters changed their tactics.
The Solution
When Carousell’s rules-based fraud vendor suddenly got acquired, they needed a new solution, fast. They considered a number of fraud prevention vendors that offered rules-based and machine learning solutions but chose Sift Content Integrity because they were impressed by the intuitive, user-friendly Sift Console and the ease of Workflows. After integration, it took only a couple of weeks for Carousell to start seeing results. Using Workflows, they were able to automatically block users once they exceeded a certain Sift Score (risk score based on behavioral attributes). They also automated account remittance for users who had more than one account, many of whom were using those accounts to commit fraud. Additionally, Carousell implemented a Workflow that would hide flagged listings while they awaited manual review, which helped keep potentially fraudulent listings out of sight and away from good users.
Operational Impact
Quantitative Benefit
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