E-commerce Enterprises' Response to Overseas Trademark Registration and Infringement Issues

How Cross-border E-commerce Enterprises Should Handle Overseas Trademark Registration and Trademark Infringement Issues

With the rapid development of Internet technology, cross-border e-commerce has become an important part of international trade. More and more enterprises choose to expand overseas markets through cross-border e-commerce platforms, which brings huge business opportunities for enterprises. However, when expanding into international markets, cross-border e-commerce enterprises often face complex legal environments, especially issues related to trademark registration and trademark infringement. How to properly handle these problems has become the key to the success of enterprises going global.

In recent years, the influence of Chinese cross-border e-commerce enterprises in the global market has been increasing. According to data from the General Administration of Customs, China's cross-border e-commerce import and export scale has exceeded 2 trillion RMB in 2025. However, as business expands, trademark-related disputes have gradually increased. For example, some enterprises find that their brands have already been preemptively registered by others after entering a certain country's market. In such cases, enterprises not only need to spend a lot of time and money resolving trademark disputes but also may face product removal and even fines.

Faced with this situation, cross-border e-commerce enterprises should first pay attention to trademark layout planning. Before entering the target market, enterprises should understand the trademark laws and regulations of the country in advance and conduct detailed market research. Professional intellectual property agencies can be used to comprehensively query proposed or already used trademarks to ensure they have not been registered by others. At the same time, it is recommended that enterprises submit trademark applications as early as possible to avoid competitors getting ahead due to delays. For instance, a well-known sports shoe brand once lost its sales rights in a specific country because it did not register its trademark in time, eventually spending millions of dollars to regain legal usage rights.

In addition to proactive prevention, when enterprises encounter trademark infringement claims, they should take reasonable measures to respond. According to reports released by the World Intellectual Property Organization WIPO, over 50,000 trademark complaints involving cross-border e-commerce were received globally in the first quarter of 2025. For such events, enterprises should first calmly analyze the situation and determine if there is actual infringement. If it is a misunderstanding or malicious complaint, evidence can be submitted through official channels to refute; if infringement facts exist, enterprises should immediately stop the infringement and actively negotiate with rights holders to avoid greater losses.

It is worth noting that different countries and regions have differences in trademark protection regulations. When formulating strategies, cross-border e-commerce enterprises must fully consider local cultural backgrounds and judicial practices. For example, in the EU region, a single trademark registration can cover all member states, while in the United States, separate applications must be made to the United States Patent and Trademark Office USPTO. Some countries also require trademark holders to renew regularly, otherwise the trademark may become invalid. Enterprises need to establish sound internal management systems to ensure timely completion of all matters.

Finally, strengthening team building is also an effective way to enhance enterprise risk resistance capabilities. Enterprises should cultivate a group of professionals familiar with international trademark regulations, regularly organize training activities to improve employees' knowledge levels. At the same time, cooperation with peers can also be strengthened to jointly explore solutions and create a positive interaction atmosphere within the industry.

In short, cross-border e-commerce enterprises must attach great importance to trademark registration and protection work when expanding overseas markets. Only by being prepared for future contingencies and operating legally and compliantly can enterprises stand firm in fierce competition. As the process of global economic integration accelerates, it is believed that more excellent Chinese enterprises will step onto the world stage and contribute to global economic development.