The duel between Shein and Temu gained a new chapter in London, with accusations of mass copying, a dispute over suppliers, and an impact on global fast-fashion.

Written by Viviane Alves

Published on 12/05/2026 at 00:19

Updated on 12/05/2026 at 00:20

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Dispute initiated in London’s High Court places copyright, digital competition, and product image usage at the center of a battle between two e-commerce giants.

A legal dispute between Shein and Temu has opened a new chapter in the global fast-fashion market. The case began this Monday, May 11, 2026, at the High Court of London, with accusations involving copyright, product photos, and e-commerce competition.

Shein accuses Temu of copyright infringement “on an industrial scale”. According to the company, the rival allegedly used thousands of photos linked to its products to advertise similar items on its own digital platform.

The accusation also states that Temu allegedly tried to gain a competitive advantage by using images associated with Shein’s collections. According to arguments presented in court, the practice would have allowed the rival to “piggyback” on a more established competitor.

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Legal dispute exposes growing tension in fast-fashion

Lawyer Benet Brandreth, representing Shein, stated that Temu allegedly sought an advantage over an already established company in the market. For Shein, the use of the images would have created an unfair advantage within global e-commerce.

Temu denies the accusations. The company claims that Shein uses legal actions as a strategy to limit competition in the fast-fashion sector.

The dispute escalates an international battle between two platforms that have grown rapidly with clothes, accessories, and gadgets sold at low prices. The conflict also reinforces the debate on intellectual property in digital retail.

Temu abandons part of its defense regarding product photos

During the trial, Brandreth stated that Temu ceased to contest accusations related to nearly 2,300 photographs produced by Shein employees.

Temu, controlled by PDD Holdings, filed a counterclaim against Shein. The company seeks compensation after removing thousands of product listings due to an injunction obtained by its rival.

The platform also accuses Shein of violating competition laws. According to Temu, fast-fashion suppliers were allegedly tied to exclusivity agreements, limiting negotiations with competitors.

This part of the process is expected to be judged only next year. Therefore, the current trial primarily focuses on accusations of improper image use and ad removal.

Dispute could impact global e-commerce

The trial in London represents another chapter in the rivalry between Shein and Temu. The companies are also suing each other in the United States.

The case occurs amid increased regulatory scrutiny over low-cost digital platforms. In recent years, both companies have expanded international operations with a strong presence in e-commerce.

Regulatory changes also pressure the companies’ growth model. According to the base text, the United States ended the customs exemption applied to small e-commerce packages last year.

The European Union intends to follow a similar measure in July. This move could affect costs, logistics, and the competitiveness of global low-cost sales platforms.

The battle between Shein and Temu, therefore, goes beyond the dispute over product photos. The case involves copyright, business practices, suppliers, and the future of fast fashion in international e-commerce.

Could the dispute between the platforms redefine the rules of global digital retail in the coming years?

The duel between Shein and Temu gained a new chapter in London, with accusations of mass copying, a dispute over suppliers, and an impact on global fast-fashion.

Dispute initiated in London’s High Court places copyright, digital competition, and product image usage at the center of a battle between two e-commerce giants.

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Dispute could impact global e-commerce

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