The volunteers, up to several hundred in number, will purchase goods that are the subject of frequent complaints and refunds, and deliver the entire package to Tmall or a third party for inspection.

The volunteers, who will be reimbursed for purchases under the scheme,  were selected from experienced online shoppers with decent credibility and will be trained, said a statement from the Tmall.

After receiving the package, Tmall will unpack the goods and determine whether the brands and packaging meet national or industrial standards, then deliver them to third parties to further examine their authenticity, it said.

Merchandisers found to be selling fake or below-standard products will face punishments ranging from being barred from the site and losing their deposits, to having their seller's credit rating downgraded.

The campaign was initiated following a series of accusations that fake products have been sold through the B2C platform since Tmall ran a major promotion on November 11, or Single's Day.