Trademarks and e-commerce
Last updated : 27 September 2026
In short
For an online seller, a filed trademark is the only right that protects your products' name against copies. It must match exactly what appears on your products and listings. A filing does not guarantee admission to a marketplace programme.
Trademark, shop name and domain name
Your marketplace shop name and your domain name are not trademarks. File the name under which you sell your products.
Word or logo?
A word mark protects the word in any presentation. A figurative mark protects the logo as filed. Many sellers start with the word mark.
Who should own it?
The company or person who sells and controls the brand. Avoid filing in the name of a supplier, manufacturer or partner personally without a written agreement.
Consistency of products and packaging
The mark on products, packaging and listings should be identical to the filed mark. Marketplaces often check this match.
FAQ
Is my filing enough for Brand Registry?
Not necessarily. Only the platform decides, under its current conditions.
Should I file in class 35?
If you sell your own products, the priority is the class of those products. Class 35 covers retail services.
A competitor copies my name: what can I do?
With a registered mark, you can use the platforms' reporting tools and, if needed, take legal action.
Official sources
This guide is general information and does not replace advice tailored to your situation. Your file's deadlines are those set by the office.