Temu under fire: Nigerian shoppers voice trust concerns over Chinese E-Commerce giant

New entrant Temu, the ambitious Chinese e-commerce platform that stormed the Nigerian market in November 2024 with aggressive marketing and ultra-low prices, is already grappling with significant trust issues among its Nigerian customer base. A survey conducted by the News Agency of Nigeria (NAN) in Lagos on Thursday uncovered a rising tide of complaints regarding the platform’s offers and services.

The NAN survey, which included interviews with Nigerian Temu customers and a review of user feedback on popular social media platforms like Nairaland Forum and TikTok, paints a picture of initial excitement followed by widespread disappointment for many.

Temu’s business model, a direct-from-factory online marketplace that bypasses traditional middlemen to offer wholesale prices, initially generated considerable buzz and attracted numerous Nigerian consumers eager for affordable deals.

While some early adopters shared positive experiences, citing free shipping, prompt deliveries, and reasonable prices, a significantly larger number reported frustrating and unsatisfactory purchases.

Imani, a TikTok user, shared a positive review, stating she had been ordering from Temu since its Nigerian launch and found most items satisfactory. “The few things that didn’t meet my standards were returned and my money promptly credited back to my account. Most of the shipping time has been pretty reasonable, considering the products are coming from overseas,” she noted.

Oluwatomiwa, a user on Nairaland, echoed this sentiment, stating satisfaction with three orders, highlighting free shipping and doorstep delivery.

However, she cautioned that meticulous product selection is crucial, advising buyers to carefully examine pictures, measurements, and videos, especially for items like bicycles and furniture, to avoid receiving miniature versions.

Kagan, another TikTok user, admitted being drawn in by Temu’s pervasive advertising. “Everywhere I turn, there is a Temu advert,” he observed, acknowledging the platform’s aggressive marketing strategy, including free gifts to entice new users.

While noting some negative reviews, Kagan suggested the company seemed to be actively working to improve its public perception.

However, the survey also unearthed a substantial volume of complaints. A recurring theme was the perception of deceptive “free gift” promotions that required consumers to meet often substantial purchase thresholds.

Substandard product quality was another major grievance. Funmi, a Lagos resident interviewed by NAN, recounted being initially lured by Temu’s attractive product presentations and low prices. “One day, I woke up to a social media advertisement showcasing Temu’s colourful items and inviting prices. I was excited by the prospect of scoring great deals; so, I clicked on the link and began browsing. I placed my first order, eager to get my hands on some very cheap dresses and underwears,” she explained. Captivated by “awoof” (bargain) prices and free gift promises, she placed a second order before her first arrived. The reality, however, was starkly different. “When the first order landed on my doorstep, the quality of the dresses was a far cry from what I expected, leaving me feeling disappointed.” Her attempt to cancel the second order proved futile.

Olawap, sharing a friend’s “hilarious yet painful” experience on Nairaland, recounted receiving a toy microwave instead of the full-sized appliance he believed he had purchased.

Miracle, a TikTok user, described Temu’s tactic of enticing users with free gifts, only to impose a condition of purchasing goods worth N50,000 before checkout. Another TikTok user echoed this frustration, deeming a N30,000 minimum purchase for checkout “ridiculous.”

Cynthia, also on TikTok, advised against buying clothing items on Temu, suggesting kitchen utensils were potentially the more reliable purchases.

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Pray4meJC, a particularly disgruntled Nairaland user, urged Nigerians to “stay away from TEMU.com,” recounting his experience of buying a standing fan advertised as high quality and battery-operated for nearly N130,000, only to receive a “low quality fan that is far from the description” and lacking battery functionality.

Adding insult to injury, he was allegedly asked to ship the faulty item back to China at his own expense for inspection before a potential refund.

Responding to NAN’s inquiries regarding these complaints, Temu stated that it takes customer feedback seriously and is “committed to providing a transparent and trustworthy shopping experience.”

The company defended its promotional campaigns, including free gift offers, as “genuine and valid,” with clearly outlined terms and conditions.

Temu emphasized that these initiatives are designed for user engagement and enjoyment, with continuous review and improvement of their user guide.

Regarding product quality, Temu asserted it is their “top priority,” enforced through a “rigorous seller onboarding process, regular spot checks, and continuous monitoring,” along with collaborations with global testing agencies.

Temu acknowledged its recent entry into the Nigerian market in November 2024, stating they have received “positive feedback from customers who welcome the wide selection of value-for-money merchandise.” The platform emphasized that they are in the initial stages of their Nigerian operations, focused on understanding local preferences to better tailor their services and ultimately provide a “secure and trustworthy platform where consumers could shop at ease for quality and affordable products.”

CREDITS : NAN