How do Walmart and eBay intellectual property rights protection law firms get found? Lawyer Li Yuming discusses the differences in platform rules for Shenzhen sellers. The complaint entry points vary greatly across different platforms.

The core difference between Walmart and eBay intellectual property enforcement lies in their completely different complaint entry points and review logic. Walmart primarily uses the online form on its Brand Portal, while eBay relies on the email and member channels of its VeRO (Verified Rights Owner) program. When looking for a law firm, first check whether they are familiar with the specific operating procedures of these two channels; otherwise, you will not even be able to submit a complaint. The team of Lawyer Li Yuming at Guangdong Zhiming Law Firm has handled a large number of cases involving Shenzhen sellers, and generally recommends first confirming the platform, then matching with a lawyer who has corresponding practical experience.

Walmart's complaint portal is buried deep, and without brand registry, you can't even get in the door.

Walmart's intellectual property complaints don't have a public reporting page like Amazon's. To file an infringement complaint against someone, sellers must first log into Walmart's Brand Portal, and the prerequisite is that you've already completed brand registration. Sellers without registration can't even see the complaint entry point. This threshold confuses many Shenzhen sellers the first time they encounter it—clearly they're being hijacked on their listing, yet they can't find anywhere to submit materials. In practice, we generally advise clients to spend about two weeks completing brand registration first, then initiate the complaint. Registration requires providing a trademark registration number or application number from the United States Patent and Trademark Office (USPTO). A TM mark is also acceptable, but the review time is usually 5 to 10 business days. Walmart's review cycle for infringement complaints is generally 7 to 14 days, slower than eBay, but once accepted, the takedown is relatively swift and decisive.

eBay's VeRO program operates through email, with fast review, but it requires clear identification of the rights holder.

eBay's VeRO program operates on a different logic. Rights holders must first register as VeRO members, submit proof of trademark or copyright, and then file complaints through a designated email address. eBay's review process is typically faster than Walmart's, with many cases receiving initial feedback within 3 to 5 business days. However, the issue is that eBay is relatively strict about verifying the identity of rights holders. If the authorization documents submitted by the attorney are unclear, or if the grounds for the complaint are written vaguely, it is very easy for the complaint to be rejected. We generally recommend that when submitting a VeRO complaint, you attach the USPTO registration certificate, specific screenshots of the infringing links, and a brief explanation comparing the infringement. eBay does not accept statements like "I think he copied me"; it must be tied to a specific trademark number or copyright registration number.

When looking for a law firm, first ask whether they have backend operation experience with these two platforms.

There are quite a few lawyers in Shenzhen doing cross-border e-commerce, but the proportion who have actually worked with both the Walmart Brand Portal and the eBay VeRO backend is not high. Many law firms are good at Amazon complaints and responding to TROs (temporary restraining orders), but Walmart and eBay have very different rules. When consulting, you can ask directly: Have you submitted an infringement complaint through the Walmart Brand Portal in the past six months? Do you have an eBay VeRO member account? If they hem and haw, that means their hands-on experience is limited. Our team's handling volume for these two platforms in overseas intellectual property work has remained fairly steady. In addition, if a Walmart complaint is rejected, the appeal channel is very narrow, and basically you can only resubmit; eBay, on the other hand, allows you to appeal again after supplementing materials. These details are hard for lawyers who have not handled them to tell you in advance.

Differences in platform rules directly affect lawyers' fee quotes—don't just look at the total price.

For Walmart infringement complaints, if multiple links are involved, lawyers usually charge by the number of links, with the service fee for a single link ranging from 800 to 1,500 RMB. For eBay VeRO complaints, because they go through email and member channels, the process is relatively standardized, and many law firms offer package quotes, with one case (unlimited number of links, but usually no more than 20) costing 3,000 to 6,000 RMB. If a TRO or court litigation is involved, the fees are calculated separately. We generally advise sellers to first have a lawyer assess whether the infringement facts are clear. If the trademark registration number is clear and the infringement comparison is straightforward, the cost will be lower; if an infringement analysis report needs to be prepared first, the cost will increase. Do not look only at the total price; ask clearly what actions are included: whether follow-up is included, whether reconsideration is included, and whether multiple rounds of communication with the platform are included.

The response deadlines and evidence requirements differ enormously between the two platforms.

After receiving a complaint, Walmart gives the complained party a response window, usually 7 to 10 days. If the complained party submits a counter-notice, Walmart will forward it to the complainant and require the complainant to supplement evidence within 5 to 7 days, otherwise the listing may be restored. Once an eBay VeRO complaint is accepted, the complained party will receive an email notification, and eBay generally gives 3 to 5 days for the complained party to respond. If the complained party raises an objection, eBay will require the complainant to provide further proof within 48 to 72 hours. This time pressure is very high, and many sellers miss the window to supplement evidence because they do not check their email in time, causing the complaint to be withdrawn. In practice, we generally advise clients to designate a dedicated person to check the complaint email and platform backend messages every day after submitting a complaint.

Common misconception among Shenzhen sellers: assuming that filing a complaint will definitely get the listing taken down.

Many Shenzhen sellers encounter infringement for the first time and assume that once they submit a complaint, the platform will immediately take down the other party's listing. In reality, both Walmart and eBay give the accused party an opportunity to respond. If the accused party submits valid authorization documents or rebuttal evidence, the platform may determine that the complaint does not hold. In cases we have handled, roughly 30 to 40 percent of complaints are rejected due to insufficient evidence or effective defenses by the accused party. Therefore, before submitting a complaint, a lawyer needs to help you build a solid evidence chain: trademark registration certificates, infringement comparison charts, purchase test records (if needed), and platform listing screenshots. The more complete these materials are, the higher the success rate of the complaint. If you need intellectual property legal services in the United States or the European Union, you can communicate with a lawyer in advance about the evidence preparation checklist.

Three hard criteria for choosing a law firm: platform experience, response speed, and fee transparency.

First, look at platform experience. Ask directly whether they have a track record of handling Walmart Brand Portal and eBay VeRO, and ideally they should be able to describe the specific complaint process milestones. Second, look at response speed. The response window given by the platform is very short. If the lawyer does not reply for two days, you may miss the opportunity. Third, look at fee transparency. Ask clearly what services the quote includes and whether follow-up will be charged extra. We generally advise clients to require the lawyer to provide a written scope of services before signing. If what you need to handle is multi-platform infringement, such as involving Walmart, eBay, and Amazon at the same time, it is best to find a team that can coordinate the handling to avoid dealing with multiple parties. For more information about intellectual property legal services in other countries, you can also refer to our business page.

Lawyer Li Yuming's practical advice: first match the platform, then discuss rights protection strategy.

Walmart and eBay intellectual property enforcement cannot be handled with a single template. Walmart focuses more on brand registry and form-based review, while eBay focuses more on VeRO membership status and email communication. When Shenzhen sellers look for law firms, they should first confirm whether the firm is familiar with the platform they are on. If the firm only handles Amazon, then for Walmart and eBay cases, you may need to ask a few more questions. Our team isLawyer Li Yuming of this firmThe introduction page has a detailed business description, including Attorney Li Yuming's practice experience in the field of foreign-related intellectual property. In 2026, platform rules are still being adjusted. Walmart has recently strengthened the review of its Brand Portal, and eBay is also tightening access to VeRO. Sellers are advised to sync with their lawyer once a quarter on platform policy changes, rather than waiting until infringement occurs to seek countermeasures on short notice.

This article was written by the legal team led by Attorney Li Yuming of Guangdong Zhiming Law Firm. Attorney Li Yuming focuses on foreign-related intellectual property practice, handling IP enforcement and defense matters in the United States, the European Union, and on cross-border e-commerce platforms. If you need IP enforcement assistance regarding Walmart or eBay, you are welcome to call our hotline at 4008-363-555 for a consultation.

Disclaimer: The content of this article is provided solely for the sharing of general legal information and does not constitute formal legal advice. The facts and evidence of each case differ, and the specific approach to handling a matter requires assessment based on the individual case. Reading this article does not establish an attorney-client relationship. If you require legal assistance, please communicate directly with a licensed attorney.