In an increasingly digital world, safeguarding intellectual property (IP) is essential to building trust in e-commerce. Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, reaffirmed this commitment at the IP Bootcamp 2025, held in partnership with the Intellectual Property Office of the Philippines (IPOPHL).
Hosted at Shopee Philippines’ headquarters in Manila, the hybrid bootcamp brought together over 50 participants, including representatives from the Department of Trade and Industry Philippines (DTI), IPOPHL, brand owners from the E-Commerce MOU signatories, and regulatory agencies. The bootcamp featured deep dives into the platform’s Notice and Takedown procedures, an overview of the upgraded Brand IP Portal, and an open forum for rights holders to raise key IP concerns.
The event was graced by:
Atty. Brigitte M. da Costa-Villaluz, Director General, IPOPHL,
Atty. Eryl Nagtalon, E-commerce Bureau Director, DTI, and
Atty. Emerson G. Cuyo, Supervising Director for Enforcement, IPOPHL.
L to R: Atty. Michael Pelayo; Phillip Fullon, Head of Institutional Relations, Shopee Philippines; Atty. Emerson G. Cuyo, Supervising Director for Enforcement, IPOPHL; Atty. Brigitte M. da Costa-Villaluz, Director General, IPOPHL; Atty. Eryl Nagtalon, E-commerce Bureau Director, DTI; Atty. Reggie Anne D. Pamatian, IP Rights Specialist IV, IP Rights Enforcement Office (IEO) Office of the Director- General; Clara Patricia C. Vizconde, Intellectual Property Rights Specialist III, IP Rights Enforcement Office (IEO) Office of the Director General
IPOPHL Director Cuyo delivered the opening address at the bootcamp, emphasizing the importance of cross-sector collaboration in upholding digital fairness. “E-commerce will thrive when it is built on trust, and that begins with protecting intellectual property. We applaud Shopee for championing a brand-first approach to enforcement and investing in tools that empower rights holders at every level,” said Director Cuyo.
Strengthening the Foundation for Brand Protection
At the heart of the Bootcamp was Shopee’s Brand IP Portal, the central platform which rights holders manage and enforce their IP. First launched in 2022, the portal has since expanded access to all verified rights holders across the region and has been enhanced annually to provide users with a better experience. Key features include:
- One-time IP registration across multiple markets
- Centralized case submission and tracking
- Real-time dashboards offering visibility on enforcement actions and results
During the boot camp, participants were guided through hands-on demos and case-filing best practices, with the goal of improving success rates and further streamlining the takedown process. Shopee’s Regional Brand Protection team also emphasized continuous improvements, such as multi-language support, and localized takedown policies, to meet the needs of rights holders and regulators alike.
“As a brand committed to protecting our IP, Shopee’s notice and takedown measures give us confidence in selling online. Their strong partnership with IPOPHL and the tools available on the Brand IP Portal reflect a genuine commitment to creating a trusted and secure environment for both rights holders and consumers,” said Christopher Go, Head of E-commerce, OPPO Philippines.
Scaling Platform Enforcement with Technology and Policy
The portal plays a critical role in the Brand Protection Program, launched in 2022 to address rising counterfeiting risks in online commerce. It not only enables efficient case reporting and resolution, but also provides the underlying data that powers Shopee’s broader proactive enforcement efforts, including:
- Seller penalty point system and repeat offender policies which penalizes persistent infringers
- Proactive detection models powered by AI and data signals
- Online-to-offline collaborations with brand owners, regulators and law enforcement
Shopee shared tangible outcomes from its enforcement efforts in the Philippines in FY2024:
- A 90% takedown success rate across IP reports submitted via the Brand IP Portal
- 2.8K rights holders onboarded and 5K IP certificates registered across trademarks, copyrights, patents, and designs
- 2.2 days average turnaround time for valid takedown requests
These figures reflect Shopee’s investment in enforcement consistency, speed, and transparency.
“We believe in a brand-safe marketplace where rights holders, from local entrepreneurs to global labels, can confidently grow their businesses. Our partnership with IPOPHL and other regulators enables us to deliver enforcement at speed and scale. As the ecosystem evolves, we remain committed to developing smarter, faster, and more brand-centric tools,” said Amanda Eng, Head of Brand Protection, Shopee.
A Shared Vision for a Trusted E-Commerce Future
The Shopee x IPOPHL IP Bootcamp reflects a continued commitment to responsible digital commerce and underscores the need for collective action among platforms, rights holders, industry associations, and enforcement agencies to safeguard online marketplaces. By actively engaging with brand owners and equipping them with practical tools and direct access to enforcement mechanisms, Shopee aims to create a more secure and transparent platform together.
In his closing remarks, Atty. Eryl Nagtalon, E-Commerce Bureau Director, DTI, emphasized the importance of collaboration across sectors to strengthen consumer and brand trust online. “It’s through partnerships like this that we enable a fair, innovative, and trustworthy digital economy. We commend Shopee and IPOPHL for proactively creating spaces that empower businesses and protect consumers. These are the building blocks of a more resilient and future-ready e-commerce landscape,” he shared.
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