THE IMPORTANCE OF TRADEMARKS FOR SELLERS ON TIKTOK SHOP & SHOPEE

Abstract

The rapid growth of e-commerce platforms such as

TikTok Shop and Shopee has created significant

opportunities for entrepreneurs to expand their market

reach and boost sales. However, in the midst of intense

competition, a registered trademark becomes a critical

factor in distinguishing one seller from another. The core

issue addressed in this study is the lack of awareness

among many sellers about the importance of trademark

registration and protection, which can lead to brand

disputes or identity theft. This study aims to analyze the

strategic role of trademarks in building consumer trust

and increasing product value on these two digital

platforms. A descriptive qualitative approach was

employed, using case studies of 10 active sellers on

TikTok Shop and Shopee. Data were collected through

in-depth interviews, observation of branding activities,

and documentation of shop profiles. The findings

indicate that sellers with registered trademarks and

consistent branding strategies are more likely to attract

consumers, gain customer loyalty, and enjoy legal

protection for their products. In contrast, sellers without

trademarks often struggle to build market trust and are

more vulnerable to product imitation. In conclusion, a

trademark serves not only as a business identity but also

as a strategic asset that significantly impacts the

sustainability and growth of online sellers in the digital

era. Therefore, it is crucial for online entrepreneurs to

understand and apply trademark protection from the

outset of their business journey.