This study aims to discover the motives of online sellers of counterfeit products in social networking sites. The study uses a sample of 22 in-depth interviews with counterfeit sellers. Based on the findings, we have developed a framework called “Dark motives-counterfeit selling". The framework includes ten motives for selling online counterfeit products organized into three main themes: Morality consisting of (1) nothing wrong as long as customers know the truth, and (2) helping low-income consumers, (3) low morality, (4) social acceptance. Operational aspects including (1) sense of adventure, (2) high return on investment, (3) low operational costs, and (4) invisibility from regulators. Finally, relationship management involves (1) high level of manipulation (projecting image) and (2) interpersonal relationship with buyers. This study investigates different rationalization strategies and motives behind selling counterfeit products with a special focus on online platforms.