AUTD Staff The Chinese e-commerce platform Temu is facing mounting criticism in Pakistan as frustrated customers report a pattern of questionable business practices that threaten to derail its rapid market expansion. What began as excitement over ultra-cheap products has turned into widespread consumer distrust, with complaints piling up about fake deliveries, impossible-to-claim promotions, and an apparent disregard for customer satisfaction.
The Delivery Scam Epidemic
Dozens of Pakistani shoppers have come forward with identical complaints: Temu marks orders as “delivered” when no package ever arrives. Karachi resident Muhammad Rizwan spent 12,000 PKR on winter jackets that were marked delivered on December 15. “The tracking showed ‘left at front door,’ but nothing came,” he said. “Customer service just sent automated replies until I gave up.”
This practice appears systemic. In Lahore alone, the Consumer Rights Commission of Pakistan has recorded 47 similar cases in the past two months. Without local offices, affected customers have no way to physically verify orders or demand accountability.
The Bait-and-Switch Promotion Trap
Temu’s viral “4 Free Gifts” campaign is facing allegations of being an elaborate scam. The promotion promises free items after users complete tasks to earn 100 coins. However, multiple users report the system becomes rigged near the finish line.
“At 90 coins, I suddenly started getting just 0.1 coins per task,” said Islamabad teacher Aliya Sheikh, who spent weeks inviting friends to the app. “It’s designed to make you quit after doing all the work.” Digital marketing experts confirm this matches known “dark pattern” techniques used to exploit users.
Substandard Products and Refund Nightmares
Even when orders do arrive, customers frequently receive:
- Counterfeit electronics that fail within days
- Poorly stitched clothing with mismatched colors
- Items radically different from product photos
The refund process offers little relief. Peshawar resident Farhan Ahmed waited 11 weeks for a 7,500 PKR refund on defective wireless earbuds. “They kept asking for more ‘verification’ until I stopped responding,” he said.
A Looming Backlash
With no local regulatory oversight, Temu has operated with impunity—but that may change. The Pakistan Software Houses Association has begun documenting cases, while social media campaigns like #TemuScam are gaining traction.
E-commerce analyst Sara Nizami warns: “If Temu doesn’t establish proper customer service and quality control, Pakistan’s market will reject it within a year.” For now, consumer groups advise:
- Using credit cards with chargeback protection
- Avoiding high-value purchases
- Recording unboxing videos as evidence
As losses mount, Pakistani shoppers are learning the hard way that Temu’s too-good-to-be-true prices often come with unacceptable risks.
