- Shein accuses Temu of large-scale copyright infringement through the use of thousands of product photographs
- Temu denies the infringement and maintains that Shein uses the courts to stifle competition.
- PDD Holdings' platform files a countersuit for damages and alleged anti-competitive practices by Shein
- The case in London adds to the regulatory scrutiny in the UK, the EU and other key markets
The battle between fast-fashion platforms Shein and Temu has taken a decisive turn in London's High Court , where a particularly sensitive trial for the e-commerce sector began this Monday. Shein accuses its competitor of massive copyright infringement, while Temu counters that it's all part of a strategy to stifle a rapidly expanding rival.
The legal battle is part of a global war between two of the fastest-growing Chinese companies in Europe and other markets , with potential effects on how platforms manage product images, their relationship with suppliers, and the protection of intellectual property in low-cost online sales.
Allegations of copyright infringement on an "industrial scale"
In the lawsuit filed in the United Kingdom, Shein argues that Temu appropriated thousands of photographs taken by its own team to advertise clothing and items on its platform that, according to the plaintiff, imitate designs originally marketed by Shein.
The fast-fashion company claims that this use of unauthorized images is a deliberate attempt to "take advantage" of Shein's established reputation and position in the international market, especially among European consumers accustomed to buying clothes and accessories at very low prices.
Shein's lawyer in the proceedings, Benet Brandreth, went so far as to describe the behavior attributed to Temu as copyright infringement on an "industrial scale ," stressing that these were not isolated cases, but a systematic pattern of reusing visual content to boost sales of competing products.
According to documents filed with the court, the core of the dispute centers around some 2.300 catalog photographs taken by Shein employees , allegedly used by Temu to illustrate offers of items very similar or virtually identical to those that Shein sells on its own website and app.
Brandreth also noted that Temu had decided to abandon much of his specific defense regarding those particular copyright claims, comparing the situation to “a defendant waiting to see if the witnesses show up, only to plead guilty.” For Shein, this procedural shift reinforces the idea that the infringements did occur.
Temu's response: litigation as a tool to stifle competition
Temu, owned by the PDD Holdings group , categorically denies having deliberately infringed on its rival's copyright and offers a very different interpretation of the case. According to the platform, the litigation initiated by Shein is not a genuine attempt to protect intellectual property, but rather a calculated move to stifle competition in a segment dominated by price pressure and logistical speed.
Temu's lawyers argue that the lawsuit has been designed to guarantee Shein a competitive advantage in an environment where both companies are vying for the same consumer profile: users looking for very cheap fashion, accessories and household items, with direct shipments from Asian factories to Europe, the United States and other markets.
From Temu's perspective, its opponent's legal strategy would be part of a broader set of allegedly restrictive practices in competition matters , which would include signing agreements with suppliers that would prevent them from working with other platforms under normal conditions.
The firm insists it will cooperate with authorities when necessary, but stresses that it does not accept the narrative of an “industrial” and systematic use of third-party content with the sole objective of copying Shein, and points out that the very dynamics of mass e-commerce can lead to coincidences and overlaps that must be analyzed on a case-by-case basis.
Temu's counterclaim: damages, recalled products and competition
Alongside its defense against the copyright infringement claims, Temu has filed a counterclaim in the High Court of London . In it, it seeks financial compensation for the damages it claims to have suffered following the removal of thousands of product listings from its platform.
According to Temu, these removals occurred as a result of a prior court order obtained by Shein , which forced the rapid suspension of numerous product listings. The platform claims that this action had a direct impact on its sales and on consumer perception, as certain products disappeared from the catalog.
Furthermore, the company accuses Shein of violating British and European competition law by imposing exclusivity agreements on fast-fashion factories and suppliers . These contractual commitments, according to Temu, have limited manufacturers' ability to offer their products to other intermediaries or platforms, reducing freedom of choice in the supply chain.
This part of the litigation, focused on the alleged anti-competitive practices, will be addressed in a separate hearing scheduled for next year , which could prolong the confrontation between the two brands in the United Kingdom and, by extension, in the European market for months.
If some of Temu's allegations are confirmed, the case could have significant implications for how large e-commerce platforms manage their contractual relationships with suppliers who sell wholesale to customers in the European Union and the United Kingdom.
A battle with global impact and special attention in Europe
The trial in London is just one of several ongoing disputes between Shein and Temu in various countries . In the United States, for example, both companies have sued each other in federal courts for similar reasons: alleged smear campaigns, restrictive agreements with manufacturers, and misuse of content and images.
At the same time, both platforms operate under increasing regulatory scrutiny from European authorities , especially regarding product safety, the potential sale of counterfeit goods, and transparency with consumers.
Temu, which entered the international market in 2022, is being analyzed by the European Commission as part of a regulatory framework aimed at preventing the circulation of illegal or unsafe goods within the single market. The company has stated that it will cooperate with regulators and review its processes if any non-compliance is detected.
Shein, for its part, has become one of the leading names in fast fashion and has shown interest in strengthening its presence in Europe, including the Spanish market . The company has faced criticism related to sustainability and working conditions in its supply chain, as well as increased scrutiny of its business practices in the context of its plans to list on European stock exchanges.
The London case is unfolding at a time when changes to customs regulations in the United States and the European Union threaten to increase the cost of shipping small, low-value packages from Asia. The elimination of certain tariff exemptions, already implemented in the US and now being replicated by the EU, could force both platforms to rethink their pricing and logistics strategies for European customers.
Against this backdrop, the dispute over Temu's alleged widespread use of Shein's photos and designs goes far beyond a simple conflict between two rival brands. The decision in London's High Court will be closely watched by regulators, suppliers, and consumers , especially in Europe, where these platforms have become an integral part of the daily lives of millions of users who buy fashion with a click.