One Platform, Many Markets: A Brand’s Guide to Shopee IP Enforcement

Shopee has become one of Southeast Asia’s most important e-commerce platforms, operating local marketplaces in Singapore, Malaysia, Indonesia, Thailand, the Philippines, Vietnam, Taiwan, Brazil, Mexico, Colombia, and Chile. It’s a high-growth platform with a fast-paced ecosystem: local sellers, affiliate marketers, and live-streaming creators all contribute to a dynamic shopping experience.

‍

For brands, Shopee presents both opportunity and complexity. While the platform offers massive exposure, it also introduces new challenges when it comes to monitoring and enforcing intellectual property (IP) across multiple regions. With counterfeiters increasingly targeting Southeast Asia due to shifting global trade conditions, understanding Shopee’s structure is critical for any brand looking to expand and protect its presence in the region.

‍

Shopee’s Fragmented Marketplace Model

One of the key features of Shopee is that it doesn’t operate as a single, unified marketplace. Instead, it runs independent, country-specific sites, each with its own product listings, sellers, and enforcement procedures. That means a counterfeit product listed in Vietnam will not automatically be removed in Thailand, and enforcement must happen market by market.

‍

Adding to the complexity, Shopee supports cross-border selling via its Shopee International Platform (SIP) and actively promotes sales through affiliate storefronts and Shopee Live, its live-stream shopping feature. While these innovations make it easier for sellers to scale, they also make it easier for counterfeiters to copy and redistribute infringing goods across multiple countries in a short amount of time.

‍

How to File an IP Complaint on Shopee

Shopee’s enforcement system is accessed through the Shopee Brand IP Portal. It’s centralized in interface, but decentralized in execution, meaning enforcement is still reviewed locally by each country team. Here’s how the process works:

‍

Step 1: Gather Required Documentation

• Proof of IP ownership: Trademark, copyright, patent, or design certificates
• Country-specific registrations: IP must be valid in the country where the listing is hosted
• Letter of authorization: Required if you’re not the direct IP owner

‍

‍Step 2: Log into the IP Portal 

Visit brandportal.shopee.com to register your account and upload your IP documents. You’ll designate which countries your IP rights apply to.

‍

Step 3: Submit the Complaint

• Upload URLs of the infringing listings (via Excel or document)
• Choose the type of violation and upload supporting evidence (e.g., screenshots, product comparisons)
• Explain how the listing violates your IP
• Confirm that the IP is registered in the relevant jurisdiction

‍

Complaints are typically reviewed by Shopee’s country-specific trust & safety team. Sellers may be able to dispute the claim, so it’s important to monitor responses and reply promptly.

‍

The Limits of Manual Reporting and How to Automate It

For brands trying to monitor multiple Shopee marketplaces, manual enforcement can quickly become unmanageable. Listings are duplicated across countries, sellers relist under new names, and affiliate-driven promotions move quickly.

‍

That’s where MarqVision comes in.

‍

• Automated Monitoring: Our AI continuously scans all Shopee marketplaces for infringing content
• High-Accuracy Detection: Catching both clear-cut counterfeits and nuanced lookalikes
• Bulk Takedown Tools: Submit hundreds of URLs at once
• Relisting Surveillance: Monitor repeat offenders and relisting behavior
• Marketplace Advocacy: We work directly with Shopee’s platform teams to help expedite enforcement on behalf of our clients

‍

With MarqVision, brands get full visibility into what’s happening across all Shopee regions—and a faster, smarter way to respond.

‍

Takeaway: One Platform, Many Marketplaces

Shopee isn’t a single store. It’s a network of fast-moving, country-level marketplaces that each require individual attention. As the platform evolves through livestream commerce, affiliate marketing, and cross-border growth, so too must your enforcement strategy.

‍

Whether you’re just getting started or already seeing knockoffs of your products across Southeast Asia, MarqVision helps you stay ahead—so your brand grows, not your risk.

‍