Temu, the international shopping app known for its eye-catching discounts and relentless advertising, is facing increasing criticism in Pakistan. Already under scrutiny in the United States for allegedly product dumping and facing antitrust complaints in Europe, the company is now being called out by Pakistani consumers for misleading marketing, poor product quality, and a lack of basic customer service. What initially appears to be a convenient and affordable shopping experience is, for many users, becoming a source of financial loss and frustration.

A customer who placed an order before Eid shared just how broken the system can be. “My parcel was marked as delivered, but I never received it. I opened a ticket thinking it would be resolved, but Temu left me hanging. They took the courier’s word over mine – and the audacity of their delivery partner to mark the parcel as received under my name! No one at Temu investigated. I had to follow up repeatedly, and it took two days just to get a response. When I finally reached someone, they told me the parcel had been damaged—then they delivered the damaged item anyway. I requested a return, and they said it would be picked up… but no one ever came. Their return process is a joke.”

Stories like hers are becoming increasingly common. Pakistani users across social media platforms and online forums are sharing similar complaints. Many report receiving broken or incorrect items, experiencing long delays, and being ignored by customer support. The platform does not offer a helpline or access to live support agents. Instead, customers are directed to a local number, which frequently goes unanswered.

The problems Temu is facing in Pakistan mirror those emerging in its global operations. In Germany, several retailers have accused the company of controlling pricing structures across sellers, prompting an antitrust complaint. The allegations liken Temu’s practices to those of a hub-and-spoke cartel. Meanwhile, in the United States, consumer surveys show a significant drop in user engagement. The number of people who shop on Temu weekly has fallen by 19 percent compared to the previous year. Monthly and annual user engagement has also declined.

Industry analysts believe that the business model Temu relies on is beginning to falter. The company offers steep discounts and long-distance shipping, which can lead to delays and inconsistent product quality. Combined with increased tariffs and rising operational costs, Temu is now dealing with shrinking profit margins and falling consumer confidence.

In Pakistan, where many consumers are still building trust in online shopping, Temu’s approach has been especially damaging. Shoppers in the country expect a certain level of attentiveness and reliability. Local delivery services often follow up with confirmation calls, and established e-commerce platforms issue refunds or store credits when problems occur. Temu, in contrast, offers little to no support and often leaves users to navigate problems on their own.

Refunds and returns have proven particularly unreliable. Damaged or incorrect products are still being delivered, and refund requests are often left unresolved for weeks. There is no local infrastructure to process returns efficiently. The absence of a Cash on Delivery option adds to the problem. Many Pakistanis still prefer to pay after receiving their order. With Temu, customers are forced to pay upfront with a minimum order value of a staggering PKR 4,000 and have no meaningful recourse when something goes wrong.

The platform’s marketing tactics also contribute to the growing mistrust. Countdown timers reset endlessly to manufacture urgency. Original prices are inflated to make discounts look larger than they are. Offers of free gifts come with confusing or unrealistic conditions. These practices make the platform feel more deceptive than transparent.

Temu may continue to attract users with its low prices and aggressive promotions. However, the long-term risks for consumers are becoming increasingly apparent. In a market like Pakistan, where trust and accountability are essential, a platform that fails to deliver on its promises will struggle to retain loyal customers. Until Temu improves its operations, Pakistani shoppers may be better off choosing platforms that value service and reliability over superficial appeal.