A recent survey by the News Agency of Nigeria (NAN) in Lagos sheds light on the mixed reactions Temu has received from the Nigerian market. Drawing insights from customer interviews and social media platforms such as TikTok and Nairaland Forum, the findings reveal a complex picture of early adoption, enthusiasm, and growing skepticism.
Early Excitement Meets Cautious Optimism
Temu’s launch in Nigeria was accompanied by a flurry of online advertisements and promotional campaigns, including offers of free gifts and heavily discounted products. This strategy quickly attracted attention.
“I’ve been shopping on Temu since they launched here,” said Imani, a TikTok user. “Most of my orders have been good, and when they weren’t, I got a refund easily. The shipping has been quite reasonable too.”
Oluwatomiwa, a Nairaland user, echoed a similar sentiment: “I’ve ordered three times. The free shipping and doorstep delivery are great. But you have to be very careful—some items look much bigger online than in real life.”
For others, the sheer visibility of Temu online has been both impressive and overwhelming. “Everywhere I turn, there’s a Temu ad,” noted TikTok user Kagan. “They’re really pushing their brand, and they even offer free gifts to pull people in. It’s a clever tactic, though maybe a bit too much.”
Underlying Trust Issues Emerge
Despite initial excitement, many Nigerian users are starting to voice concerns over what they see as misleading promotions and inconsistent product quality.
Funmi, a Lagos resident, described her experience as a cautionary tale. Tempted by vibrant ads and “awoof” (cheap) prices, she placed two orders in quick succession. When the first arrived, the items were a disappointment. “The dresses were nothing like what I saw online. I tried to cancel the second order, but it was already too late.”
Social media has also become a platform for venting frustrations. A user on Nairaland recounted how a friend expecting a microwave received a toy version. Others expressed irritation with the platform’s promotional offers, which required high spending thresholds before users could access advertised “free” gifts.
“Temu is a scam,” said a TikTok user. “You must spend up to N30,000 before you can even check out. What if I only want to buy something worth N10,000?”
Cynthia, another TikTok user, advised caution: “Avoid buying clothes. Stick to kitchen items—they’re more reliable.”
Quality Concerns and Refund Complications
Product quality remains a significant source of concern. One particularly frustrated user, identified as Pray4meJC on Nairaland, shared his disappointment after purchasing a fan described as battery-powered. “What I received was a low-quality item that didn’t match the description at all. I was asked to ship it back to China at my own expense before I could even be considered for a refund.”
He added that the same fan was later listed at a lower price, which he perceived as an effort to mislead more unsuspecting customers.
Temu Responds
In response to the wave of criticism, Temu stated that it values customer feedback and is actively working to improve its services. The company defended its promotional campaigns, explaining that all terms and conditions are clearly stated and designed to enhance user engagement.
“Product quality is our top priority,” the company said in a statement. “We enforce strict standards through a rigorous seller onboarding process, routine spot checks, and collaboration with globally recognized testing agencies.”
Temu emphasized that it is still in the early stages of its Nigerian operations and is learning to better tailor its services to the local market.
“Our goal is to build a platform that Nigerians can trust—for affordable, quality products delivered with transparency and care,” the statement concluded.
The Road Ahead
As Nigeria’s e-commerce space becomes increasingly competitive, Temu’s success may hinge on its ability to balance affordability with reliability. For now, the jury is still out. While some users are willing to give the platform a chance, others are approaching with caution, waiting to see if Temu can truly deliver on its promises in the long run.