The principle for designating countries is "follow the markets": designate only countries where you actually sell or plan to enter within a year — never select extra countries just to pad the list. For cross-border e-commerce sellers, the usual priorities are the US, EU, UK, Japan and Korea, followed by Southeast Asia and Australia as the business develops.
The Fee Structure Drives the Strategy
Madrid fees consist of the basic fee plus per-country fees. Designated countries fall into two categories:
- Standard-fee countries: charged the uniform supplementary fee (roughly CHF 100 per country);
- Individual-fee countries: the US, Japan, Korea, Singapore and others charge their own national rates, which are significantly higher.
So "adding more cheap countries" dilutes costs only marginally — the real money goes to individual-fee countries, which deserve more precise selection.
Recommended Designation Tiers (for cross-border sellers)
Tier 1 (must-designate core markets): the US, the EU (one designation covering 27 countries) and the UK. Europe and the US are the main Amazon and eBay marketplaces and also the hardest-hit areas for squatting.
Tier 2 (designate wherever you have business): Japan, Korea, Australia and Singapore. Japan examines strictly but has high market value; Korea has high e-commerce penetration.
Tier 3 (as needed for supply chain/OEM): manufacturing/OEM countries and potential counterfeiting sources, designated as anti-infringement needs dictate.
Common Misconceptions
- Designating dozens of countries at once: paying for many countries with no business, and worrying about their status for the next five years;
- Omitting the UK: since Brexit the EU trademark no longer covers the UK — it must be designated separately;
- Ignoring subsequent designation: Madrid supports "subsequent designation" — designate core countries first and add more as you enter new markets, easing cash pressure.
Summary
Map out your markets for the next 2–3 years first; designate core countries plus those you will enter within a year, and fill in the rest via subsequent designation.
Note: the fees and timeframes in this article are updated to 2026; for actual filing, refer to the trademark offices' latest official guidance.
If you are facing the issues above, you can start with a US trademark registration through MyTMBee, confirm feasibility, and then decide whether to file — avoiding wasted official fees on blind applications.