Removing counterfeits from Temu
Temu arrived in the US in September 2022 and shot to the top of the app store charts almost overnight. Backed by PDD Holdings, the platform connects shoppers directly with Chinese manufacturers, cutting out the middleman to deliver prices that most competitors struggle to match. That same infrastructure draws in counterfeiters just as readily as legitimate sellers, and brands are the ones left dealing with the fallout.
About Temu
Getting to grips with how Temu operates makes tackling infringements significantly more straightforward. Several things distinguish it from the other platforms brand protection teams typically deal with.
Parent Company
PDD Holdings Inc.
Founded
September 2022, Boston, USA
Employees
17,000+ (PDD Holdings)
Headquarters
Dublin, Ireland (EU entity)
Key Temu intelligence
Although Temu registered as a US entity out of Boston, the platform traces directly back to Pinduoduo, the Chinese e-commerce giant that built its dominance through group buying and deep manufacturer relationships. PDD Holdings, which owns both businesses, grew out of that same East Asian ecosystem. In practice, Temu operates as a Chinese company with a Western-facing front: its supply chain runs through Guangdong province, products ship direct from Chinese manufacturers to end consumers worldwide, and sellers stay largely hidden from buyers throughout. That anonymity makes counterfeit sourcing harder to trace, and lets bad actors restock quickly after a takedown.
Brands face a serious problem with scale while fighting fakes on Temu
Temu's catalogue spans virtually every product category and refreshes at a relentless pace. The platform grew by competing on price and volume, and that same dynamic creates fertile ground for IP infringement. New listings appear to replace removed ones almost instantly, and sellers encounter little friction when relisting products under slightly different names or descriptions. Running manual reports on a case-by-case basis does not keep up. Regulatory pressure through the EU's Digital Services Act has pushed Temu to improve its enforcement processes, but brands that want real protection still need to take matters into their own hands.
Temu reporting and takedown tools
For products and listings
Go to the relevant product page, select the Report option, pick the intellectual property category, attach your supporting documentation, and submit. Brands managing higher volumes of reports can access Temu's dedicated Brand Portal, which streamlines the process for repeat filers.
For sellers
Temu's seller policies cover trademark infringement, counterfeit goods, and unauthorised brand use. The reporting process varies by market, so check the regional guidelines before submitting to make sure you follow the right steps.
For social content
Temu pours significant budget into social and influencer advertising, running campaigns across TikTok, Instagram, and Facebook. Counterfeiters follow that same playbook to reach buyers. Report infringing content through the IP tools on each individual platform, or use Online Brand Protection to cover every channel from one place.
