Ecommerce domains with names centred around inappropriate or unauthorized use of the trademarks of reputed and successful entities are the most accessible modes of infringement. Under the Uniform Domain Name Dispute Resolution Policy (UDRP), the only remedy for the trademark proprietors and intellectual property rights (IPR) owners is, to register a complaint with either World Intellectual PropertyOrganization (WIPO), or the regional Domain Name Dispute Resolution Centres, for the transfer or deletion of the disputed domain. In the present era of borderless online marketplace platforms and ecommerce websites, policing simultaneously against the availability of counterfeits in multiple countries, and the infringement of IPR, is a mammoth task. Incurring legal costs and management resources in defending such rights, often outweighs the remedy, even if available or when feasible. This article examines the current state of a role played by various stakeholders in ensuring the protection of the legitimate rights of the trademark owners, including the encouragement of innovation through effective enforcement legislations. The importance of regulating online market places is also illustrated by the latest EU Regulation on Digital Services Act.