Analysis

COMPANY

Services

Account

  • Home
  • Brand Battles in a Converging Marketplace

Observations

Brand Battles in a Converging Marketplace

Brand Battles in a Converging Marketplace Jan/12/2026

In early January, eBay and TikTok each moved to protect their brands at the U.S. Patent and Trademark Office, underscoring how legal skirmishes increasingly mirror commercial rivalry. eBay sought more time to oppose the mark 'DECOBAY', arguing that the shared 'BAY' suffix risks confusion across a wide range of advertising and business services, while TikTok requested an extension to challenge 'HOLY TOK', a faith-based media mark it deems uncomfortably close to its own. The timing is telling: TikTok Shop has surged to roughly $19 billion in global quarterly sales, matching eBay’s volume and rapidly gaining ground in the U.S. through video-driven "discovery commerce". As TikTok blends entertainment, retail, and live shopping—especially potent in Southeast Asia but still scaling in America—both companies appear keenly aware that in a crowded digital economy, defending names and narratives is as strategic as competing for clicks and customers.

Search For Key Findings

Latest Surveys