How to Stand Out When Shein or Temu Can Copy Your Products

In the competitive landscape of ecommerce, where giants like Shein and sellers on Temu can quickly copy and scale popular products, small business owners selling original designs can feel at a loss of what to do.

Only last year, three independent designers in the US sued Shein for copyright infringement. Earlier this year, Dr Martens sued Temu over allegedly bidding on keywords associated with its the iconic boot brand, in order to position its items above Dr Martens’ in search results. Meanwhile, multiple Amazon sellers have alleged Temu has copied product lines, photos and entire storefronts, all while undercutting prices.

With shoppers becoming increasingly conscious of cost, the appeal of sites like Shein and Temu is understandable. The low prices available on these sites make it impossible for smaller ecommerce retailers to compete on price alone.

If you’re running an ecommerce brand, then it’s important to find ways to survive and thrive amid the bargain sites that are dominating sales. Long before you need to contact a law firm, you should consider using PR effectively. It can be crucial to help your products stand out, and to protect your brand identity.

Here are five strategies to ensure ecommerce brands and original products remain prominent, even when faced with imitators.

Be authentic and tell your story to the press

To ensure a brand remains at the forefront of customers’ minds, using profile press is essential.

Speaking to the press about the inspirations, craftsmanship, and the journey from concept to market draws in customers who are interested in authentic narratives and eager to hear the story of the people behind the products.

It’s useful to consider where the target audience spends their time, what media they consume, and what articles they read, and then pitch the story accordingly.

At a time when there is growing resistance to fast fashion and mass-produced products, ecommerce brands should look to shine in areas where these sites fall short.

These businesses are increasing air-freight costs, facing claims of forced labour and producing millions of tonnes of C02 annually to meet demand.

You can use PR to emphasise the ethical aspects of your own production, such as sustainable sourcing, fair labour practices, and high-quality materials. This can be crucial to building trust and loyalty among customers who value these considerations.

Use the power of user-generated content

A major element these sites lack is user generated content (UGC). Smaller ecommerce brands can gain UGC by encouraging satisfied customers to share their experiences on social media.

For Gen-Z, the primary marketplace is through sites like Instagram and TikTok and 84% of people are more likely to trust brands if they use UGC in their digital marketing efforts,

So, feature and shout about UGC on the brand’s platforms to build community and credibility.

Leverage social proof

Building UGC on social platforms is great – but you can show user trust signals on your own site, too. Brands can use social proof to enhance their credibility and influence consumer purchasing decisions by showcasing positive customer reviews and testimonials from satisfied shoppers.

With 99% of customers reading reviews when shopping online, these endorsements play a crucial role in the decision-making process.

Additionally, publicising any awards you may have received further establishes a brand’s status, providing an extra layer of assurance to potential buyers.

Build an engaged audience

Another major element Shein and Temu lack is an engaged audience. Buyers view these sites as a ‘one-stop shop’ to satisfy what they need at that current time. Smaller ecommerce brands can create communities through social media, email newsletters, and loyalty programs.

Brands that showcase customer-driven innovation can further differentiate themselves from imitators and low-cost alternatives. All these strategies help build a community of engaged customers who are more likely to advocate for a brand and reject product imitations by low-cost sites.

Shein and Temu’s growth has come down to large investments and aggressive marketing campaigns. Smaller brands can counter these techniques by expanding their email marketing subscribers and curating quality, engaging emails that drive healthy open rates and click-through rates.

If a brand can offer exclusive releases, limited-edition products or special collaborations that create a sense of urgency and exclusivity, then it forges a connection with customers that can’t easily be ripped off.

Pairing this with events, virtual or in-person launches generate excitement and press coverage. These events engage directly with a brand’s audience, and are a great PR exercise.

Build a personal brand through thought leadership

Personal branding has been a prominent trend in the ecommerce industry for some time now, and it shows no signs of slowing down. It has been reported that 77% of consumers prefer to purchase from a brand they recognise and trust. This is where low-cost sites like Shein and Temu fall short..

To build a personal brand and position yourself as an expert in your industry, consider contributing to industry publications, participating in workshops, and speaking at events to establish credibility and authority.

Part of personal branding includes talking about the highs and lows of running a business. If a brand’s products are imitated by larger sites, talking about this on social platforms and offering the story to the press is a useful way of positioning your brand as the original, and gaining public sympathy and support.

Highlight the ethical implications of copyright infringement, such as the impact on innovation and the emotional toll on the original creator. This can rally consumers who care about originality and fairness.

By implementing these strategies, ecommerce brands can build a strong, loyal customer base and maintain a competitive edge even when faced with imitators. Effective PR, combined with a focus on authenticity, innovation, and ethical practices, can ensure that brands retain customers and are unaffected by low-cost counterparts.