Do you know how to protect your brand AliExpress?

In the bustling digital marketplace that is AliExpress, where millions of products vie for the attention of consumers worldwide, establishing a standout brand isn’t just about being noticed—it’s also about being protected.

For savvy entrepreneurs and established businesses alike, AliExpress offers a platform with boundless opportunities, but it also poses unique challenges, particularly when it comes to safeguarding your brand against infringement, counterfeiting, and misuse.

Navigating the complex waters of intellectual property (IP) rights on an international e-commerce platform can be daunting.

Yet, it is a critical undertaking for any brand that wants to not only thrive but also retain control over its reputation and products.

In this blog, we’ll explore the essential steps and proactive measures you can take to fortify your brand’s presence on AliExpress.

From understanding the platform’s rules to leveraging its built-in protections, we will guide you through the processes that help shield your brand from potential harm and ensure your customers always get the authentic experience they expect from your brand.

Join us as we delve into the best practices for brand protection on AliExpress, and learn how to turn the platform’s challenges into your strategic advantage.

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What is AliExpress?

AliExpress is an online retail service based in China, owned by the Alibaba Group. Launched in 2010, it is made up of small businesses in China and other locations, such as Singapore, that offer products to international online buyers.

It connects Chinese exporters with businesses and consumers around the world, providing a vast range of products from fashion and accessories to electronics and home goods at competitive prices.

Functioning as a global e-commerce platform, AliExpress operates more like an online bazaar where different sellers can list their items.

Unlike Amazon or eBay, AliExpress itself does not sell goods directly to consumers; it simply provides the marketplace infrastructure and acts as an intermediary to facilitate transactions between sellers and buyers.

The platform is known for its wide selection of goods, affordability, and direct shipping to over 200 countries and regions.

AliExpress has grown in popularity due to its low prices and the variety of products available, though shipping times can vary significantly depending on the product, seller, and buyer’s location.

For brands, AliExpress offers an opportunity to tap into a large and diverse customer base, but it also demands vigilance to protect against intellectual property infringement and maintain brand reputation in a highly competitive and varied marketplace.

Read More: AliExpress Copyright Infringement

Intellectual Property Infringement on AliExpress

Intellectual Property (IP) infringement on AliExpress is a concern for many brands and businesses that operate within the platform’s ecosystem.

Given its vast marketplace, the platform can be a hotbed for counterfeit goods and unauthorised use of intellectual property, which can range from trademark violations to patent and copyright infringements.

Types of IP Infringement on AliExpress:

  1. Trademark Infringement: This occurs when a seller uses a brand’s registered trademark, or a deceptively similar mark, without permission, potentially confusing customers and diluting the brand’s identity.
  2. Copyright Infringement: This includes unauthorised use of copyrighted material, such as images, logos, designs, or text, that a brand owns.
  3. Patent Infringement: Sellers might list products that unlawfully copy or use patented technology or design.
  4. Design Infringement: This involves copying the appearance or design of a product that is protected by design rights.

AliExpress has policies in place to combat IP infringement and provides a system for rights holders to report violations.

The platform’s IP protection program allows brand owners to register their intellectual property rights and report listings that infringe upon their IP.

When a complaint is filed, AliExpress investigates and can remove infringing product listings, and in some cases, impose sanctions on sellers who repeatedly violate IP rights.

However, the responsibility also lies with the brands to monitor the platform and take action when they spot potential infringements.

This proactive approach is crucial because while AliExpress endeavors to address these issues, the sheer volume of listings and the nuances of intellectual property law mean that not all infringements are immediately obvious or automatically detected.

For brand owners, maintaining vigilance over their IP on AliExpress is crucial.

It involves regularly scanning the platform for unauthorised use of their IP, educating themselves and their consumers about authentic products, and understanding the mechanisms provided by AliExpress to protect and enforce their intellectual property rights.

Through these actions, brands can better protect their assets, ensuring that their reputation remains intact and that consumers are not misled by counterfeit or infringing products.

Related: AliExpress Images Copyright

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How to Protect Your Brand AliExpress?

Protecting your brand on AliExpress requires a combination of utilising the platform’s tools and being proactive in monitoring and enforcing your intellectual property rights.

Here’s a comprehensive approach to keeping your brand secure on one of the world’s largest e-commerce platforms:

1. Register Your Intellectual Property (IP)

Before you begin selling on AliExpress, ensure that your trademarks and patents are registered with the appropriate governmental bodies in your home country and in China, if possible. This registration is essential for AliExpress to enforce your IP rights.

2. Use AliExpress’s Intellectual Property Protection Platform

AliExpress has an IP Protection platform (IPP Platform) where you can register your IP rights.

Once registered, you can report alleged IP infringements directly through the platform. AliExpress can take down listings that infringe upon your rights after a review process.

3. Monitor the Platform Regularly

Stay vigilant by conducting regular searches for your branded products on AliExpress. Look for exact matches, similar logos, or products that may be trying to imitate your brand.

4. Set Up Alerts

Use technology to your advantage by setting up alerts using brand monitoring tools that notify you when new listings that potentially infringe on your IP appear on AliExpress.

5. Engage with the AliProtect System

AliProtect is AliExpress’s reporting system for IP infringement. It allows rights holders to file complaints about listings that infringe upon their IP. Be prepared to provide evidence of your IP rights and how the listing infringes them.

6. Educate Your Customers

Make sure your customers know how to identify your genuine products. Use your website and social media platforms to inform them about authorised sellers and how to spot fakes.

7. Take Legal Action When Necessary

If you encounter persistent IP infringement, consider taking legal action against the infringing party. Consult with legal professionals who specialise in IP law, particularly those familiar with the Chinese legal system.

8. Collaborate with AliExpress

Maintain open lines of communication with AliExpress. They can offer guidance and assistance in navigating the complexities of IP protection on their platform.

9. Keep Your Documentation Updated

Ensure that all your IP documentation is up-to-date and easily accessible. This makes the process of proving ownership and filing complaints much more straightforward.

10. Leverage the AliExpress Seller Community

Sometimes, fellow sellers can be invaluable sources of information and support. Joining seller communities and forums can help you stay informed about common practices, updates on policy changes, and collective actions against IP infringement.

Protecting your brand on AliExpress is an ongoing process that demands attention and action. By taking these steps, you can mitigate the risk of IP infringement, maintain your brand’s reputation, and create a safer shopping experience for your customers on the platform.


In conclusion, safeguarding your brand on AliExpress is a multifaceted endeavor that requires diligence, awareness, and proactive measures.

By leveraging the tools and resources offered by the platform, such as the Intellectual Property Protection platform and AliProtect system, and combining these with your own vigilant monitoring and customer education efforts, you can create a formidable defense against intellectual property infringement.

Remember, the key to effective brand protection on AliExpress lies in the consistent enforcement of your rights, educating your customer base, and staying updated on best practices for IP protection.

With these strategies in place, you can focus on growing your brand on AliExpress while maintaining the integrity and reputation that your customers have come to trust.

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Frequently Asked Questions

FAQ 1: How can I register my brand on AliExpress?

To register your brand on AliExpress, you need to use the AliExpress Intellectual Property Protection platform (IPP Platform).

You will be required to provide documentation that proves your ownership of the intellectual property, such as trademark registration certificates.

Once your documentation is verified, your brand will be registered on the platform.

FAQ 2: What should I do if I find a counterfeit of my product on AliExpress?

If you find a counterfeit of your product on AliExpress, you should report it immediately through the AliProtect system.

Provide clear evidence of your IP rights and explain how the product listing infringes on those rights.

AliExpress will review your complaint and can remove the infringing listings if your claim is validated.

FAQ 3: Is it necessary to have a registered trademark to file a complaint on AliExpress?

Yes, it is highly recommended to have a registered trademark to file a complaint on AliExpress.

Having a registered trademark provides legal proof of your rights and simplifies the process of getting infringing listings removed.

FAQ 4: How long does it take for AliExpress to respond to an infringement complaint?

The response time for an infringement complaint on AliExpress can vary, but the platform aims to address such complaints promptly. Once you file a complaint through AliProtect, the alleged infringing seller is notified and given a period to respond.

If they do not contest the complaint or if their defense is inadequate, AliExpress may remove the infringing listing.

FAQ 5: Can I take legal action against sellers on AliExpress who infringe on my brand?

Yes, you can take legal action against sellers who infringe on your brand. However, it’s often best to start with the tools provided by AliExpress to resolve the issue.

If the problem persists or is severe, you can consider seeking legal recourse. It is advisable to consult with a legal professional who is experienced in intellectual property law to explore your options.

By staying informed and prepared to act, brand owners can better navigate the challenges of protecting their brand on AliExpress and maintain the integrity of their products and reputation in the marketplace.