Many businesses only discover that their trademarks have been infringed when customers report purchasing counterfeit or substandard products on Shopee, Amazon, TikTok Shop, or Facebook. In many cases, infringing products have generated thousands of sales before being detected and removed, causing substantial damage to brand reputation, revenue, and authorized distribution networks.
In practice, trademark infringement on e-commerce platforms has become increasingly sophisticated. Many infringers operate counterfeit online stores, conduct livestream sales, or advertise across multiple platforms to distribute counterfeit and imitation products while attempting to evade enforcement actions by competent authorities.
Professional e-commerce trademark protection in Vietnam platforms assist businesses in identifying infringements, collecting electronic evidence, obtaining expert assessments, submitting takedown requests, and pursuing legal remedies against acts infringing intellectual property rights on Shopee, Lazada, TikTok Shop, Facebook, and Amazon.
With extensive practical experience in intellectual property law, Viet An Law assists businesses in safeguarding their brands online, combating counterfeit goods in digital environments, and developing sustainable trademark protection strategies across both traditional markets and online marketplaces. These services form an essential part of comprehensive e-commerce trademark protection, online brand protection, trademark enforcement Vietnam, IP protection on e-commerce platforms, anti-counterfeit enforcement, and the prevention of online IP infringement.
| Platform | Common Forms of Infringement |
| Shopee | Sale of counterfeit and imitation goods; use of store names and logos likely to cause confusion with well-known trademarks |
| TikTok Shop | Livestream sales involving counterfeit trademark goods; misleading advertising regarding product origin and authenticity |
| Lazada | Unauthorized reproduction of product images and descriptions; use of signs confusingly similar to registered trademarks |
| Amazon | Cross-border intellectual property infringement; sale of products of uncertain origin across multiple jurisdictions |
| Creation of counterfeit fan pages and accounts impersonating brands; trademark-infringing advertising and sales through marketplace, livestreams, and online groups |
E-commerce trademark protection refers to the monitoring, detection, prevention, and enforcement of unauthorized use of trademarks, logos, trade names, or product images on e-commerce platforms and social media channels.
Professional IP Protection on E-commerce Platforms enables businesses to:
| Infringing Activity | Frequency |
| Sale of counterfeit and imitation goods | Very High |
| Counterfeit online stores impersonating legitimate brands | Very High |
| Unauthorized use of trademarks and logos | High |
| Unauthorized copying of product images | High |
| Trademark-infringing livestream sales | Rapidly Increasing |
| Fake “Official Store” representations | Common |
| Trademark infringement on Amazon | Rapidly Increasing |
E-commerce trademark protection in Vietnam
This including:
We collect and preserve evidence in accordance with applicable legal procedures, including:
Where appropriate, infringing products are submitted to qualified intellectual property assessment organizations for expert examination and issuance of an infringement assessment conclusion. Such expert opinions serve as important evidentiary documents for subsequent enforcement proceedings.
Our legal team prepares and issues formal cease-and-desist letters requesting the infringing party to:
Where possible, disputes are resolved through negotiation without requiring intervention from competent state authorities.
| Service | Content |
| Online infringement review | Reviewing infringing stores, websites, and social media accounts. |
| Cease and Desist Letter | Cease & Desist Letter. |
| Trademark infringement complaint with e-commerce platforms | Shopee, Lazada, TikTok Shop. |
| Online anti-counterfeit enforcement | Coordinating with competent authorities. |
| International brand protection consultancy | Trademark protection in countries that are potential markets with a large customer base. |
| Online IP strategy consultancy | Minimizing infringement risks. |
| Periodic brand monitoring | Monitoring & enforcement. |
Online trademark infringement handling
As part of comprehensive e-commerce trademark infringement enforcement services, businesses should adopt a systematic approach to identify, document, and address trademark infringement on e-commerce platforms and digital marketplaces.
Assess and determine whether the unauthorized use of a trademark on an e-commerce platform constitutes trademark infringement or a violation of intellectual property rights.
Preserve and collect relevant evidence, including:
Review the trademark registration certificate, scope of protection, and the extent of the trademark owner’s exclusive rights to determine whether an infringement has occurred.
Submit infringement complaints and requests for removal of infringing content to relevant platforms, including:
Where necessary, initiate administrative enforcement proceedings before competent authorities or commence legal action to protect the legitimate rights and interests of the trademark owner.
Effective online brand protection provides businesses with significant benefits, including:
A significant trademark infringement case handled by the Hanoi Market Surveillance Authority involved a business household operating the “JULIDO1” store on Shopee, which was found to be selling fashion products bearing signs that allegedly infringed a well-known trademark.
The Hanoi Market Surveillance Team No. 1 conducted an inspection and discovered more than 2,300 clothing products displaying the well-known “horse-and-rider” logo, which showed signs of infringing the registered trademark rights of Polo Ralph Lauren.
The business household used the “JULIDO1” Shopee store to advertise and distribute the infringing products.
According to verification data obtained from Shopee:
The competent authorities ordered the destruction of all infringing products in order to protect fair competition and preserve the integrity of the legitimate market.
Expert examination conducted by the relevant authority concluded that the signs affixed to the products infringed trademark rights protected under Vietnamese law.
Based on Viet An Law’s practical experience in handling trademark infringement cases, many infringing online stores are able to quickly establish new accounts and continue selling infringing products under different names immediately after their products or accounts have been removed. As a result, trademark owners should implement continuous monitoring and enforcement measures rather than relying on one-time enforcement actions.
This makes it difficult to verify the actual seller and collect evidence for enforcement.
Therefore, even after filing a trademark complaint with Shopee or taking enforcement action on TikTok Shop, the infringing acts may recur very quickly.
Many infringers:
Based on practical enforcement experience, Viet An Law has found that infringements occurring simultaneously across multiple platforms make it difficult for both the infringed business and the competent authorities to comprehensively control the infringing activities.
If evidence is not preserved promptly, businesses may encounter difficulties in proving intellectual property infringement on e-commerce platforms.
This reduces the effectiveness of online brand infringement enforcement and limits the ability to request e-commerce platforms to remove infringing products.
Each platform has its own enforcement procedures, resulting in considerable time and costs.
Businesses lacking experience often spend more time handling complaints or have their complaints rejected.
Many counterfeit products are:
This creates difficulties regarding:
The prolonged enforcement period and high enforcement costs arise because businesses often have to:
As a result, the costs of trademark protection on e-commerce platforms may continue over an extended period and increase significantly.
To strengthen E-commerce trademark protection and reduce the risks of Online IP infringement, businesses should:
A proactive approach significantly increases the likelihood of successful enforcement and long-term brand protection.
Trademark owners may submit a trademark infringement complaint to Shopee by providing a trademark registration certificate and evidence demonstrating the infringement. Upon review, Shopee may remove infringing products or suspend the seller account responsible for the infringement.
Yes. Trademark owners are entitled to request TikTok Shop to remove infringing videos, livestreams, product listings, and user accounts that violate intellectual property rights. Such actions constitute an important component of online brand protection and IP protection on e-commerce platforms.
Yes. Amazon provides mechanisms allowing trademark owners to report trademark infringement and request removal of products that violate intellectual property rights.
These procedures play an important role in international trademark enforcement Vietnam strategies for businesses engaged in cross-border commerce.
Businesses may still rely on certain legal measures to protect their interests. However, trademark registration remains the most important legal basis for enforcing trademark rights and obtaining effective remedies against infringers on e-commerce platforms.
Several factors contribute to the growing number of infringement cases:
These factors have contributed to the rapid growth of Online IP infringement across digital marketplaces.
Businesses should:
Businesses should consider engaging intellectual property professionals when dealing with:
Proactive legal protection helps businesses reduce legal risks, preserve brand reputation, and maintain competitive advantages in online commerce.
Viet An Law is a licensed and reputable Intellectual Property Representative Organization in Vietnam.
We assist businesses with:
Our services cover trademark monitoring, evidence collection, Shopee trademark complaints, Amazon trademark enforcement, TikTok Shop and Facebook brand protection, and comprehensive representation in intellectual property disputes arising in digital environments.
Through a combination of legal expertise, enforcement experience, and practical industry knowledge, Viet An Law provides comprehensive e-commerce trademark infringement enforcement services to protect brands, intellectual property rights, and commercial interests in the rapidly evolving digital marketplace.
