As everyone moves to e-commerce, a lot of companies are going to be burned by counterfeit products finding their way into their warehouses. This is a problem Amazon just kinda ignores, because it has such a high volume that they can just accept returns no-questions-asked. But when store-that-is-accustomed-to-in-person-sales suddenly has a bunch of people returning items that are wrong, they won't know what to do. Are the customers scamming them, sending back the wrong item? Was it the supplier? The manufacturer's warehouse? Their own warehouse? It's a tough problem, perhaps there's room for a 3rd party company that only traces the source of counterfeits.