**Temu Users: 60% Continue Purchasing Despite Dissatisfaction**
If you have ever used a Chinese e-commerce platform, you may have experienced filling your cart with products due to their low prices.
According to Herald Economy on the 17th, a survey conducted by the Korea Institute for Informaion and Communications Technology Promotion (KISDI) and released on the 16th found that of users of Chinese e-commerce platforms like Temu and AliExpress, 60.7% experienced dissatisfaction.
More seriously, among consumers who experienced dissatisfaction, 44.5% abandoned their problem resolution without receiving the correct products. Another 44.5% contacted customer service, but reported that their issues remained unresolved. Despite this ongoing consumer dissatisfaction, Temu’s monthly active users (MAU) continue to rise steadily, nearing 7 million.
**Price Competitiveness as the Key Factor for Consumer Choice**
The reason why Temu users continue to make purchases despite their dissatisfaction is clear.
The survey results revealed that 71.6% of respondents chose to buy products on Temu because "the prices are cheap." This contrasts with the 74.1% of Coupang users who cited "fast delivery" as their primary reason for using the platform.
According to Mobile Index data, Temu’s monthly user base increased from about 6.48 million in May of last year to about 6.98 million last month.
Recently, despite the Personal Information Commission imposing a fine of 1.369 billion won and an additional penalty of 17.6 million won on Temu for violations related to the unauthorized overseas transfer of personal information, the number of users continues to grow.
However, regarding their willingness to recommend Temu and intentions to use it, 54.3% responded that they have "no intention," reflecting a mixed attitude among consumers.
While they are attracted by the low prices, their actual experiences are not satisfactory.
KISDI pointed out, "Temu has gained attention for its low prices and diverse products, but there are many complaints concerning product quality and inaccurate product descriptions." It was noted that a significant number of users bought based on price appeal but found it difficult to find effective solutions when problems arose.
This survey was conducted online in January among 1,235 individuals nationwide aged 20 to 69 with experience using online retail platforms like Temu.
Meanwhile, the rapid growth of low-cost e-commerce platforms from China has raised concerns about consumer protection issues in the Republic of Korea.
Due to the nature of overseas direct purchases, the application of domestic laws is limited, and the complicated return and refund processes make it difficult for consumers to seek redress when issues arise. In response, the Fair Trade Commission is reportedly strengthening monitoring of overseas direct purchase platforms and considering the establishment of guidelines to prevent consumer damage.
Image Sources: totallythebomb, stock photos for illustrative purposes / gettyimagesbank
