JOOM - trustworthy or trash?
Have you heard about the newest marketplace?
Is JOOM for real? Questions like this have been popping up lately about the up-and-coming online marketplace based in Riga, Latvia.
Founded in 2016, Joom claims to be the “the fastest-growing shopping application in Europe” with over 250 million registered users. According to January 2021 analytics, Joom had 15.23 million visits in the past six months, with the majority of visitors coming from Russia, the Ukraine, the United States, Moldova, and Poland.
What does JOOM sell?
Joom offers a wide variety of goods, including home electronics, beauty products, apparel, footwear, and cell phone accessories at (usually) heavily discounted prices. In this regard, Joom rather resembles Wish, another comprehensive online marketplace that is well-known for its cheaply priced goods - and counterfeits.
The prices offered can definitely raise red flags regarding the quality and authenticity of items.
After all, can a 12-13 € cocktail dress be good quality from a renowned brand? And has it been produced ethically, with fair payment to all workers involved?
What is the JOOM platform like?
The JOOM app’s appearance is very similar to Wish. They use the “tile” format to display products, which makes the platform easy to use for social-media aficionados. As is the case with many other online marketplaces, JOOM’s software tracks visitors’ movements and suggests similar or complementary products to the one’s they’ve been looking at.
Actually, JOOM’s software works a little too well.
When I Googled “Joom statistics”, guess which site popped up in my browser, offering an answer to my query?
Which countries does JOOM operate in?
Headquartered in Riga, Latvia, JOOM operates across many European countries, including France, Italy, Germany, Poland, and the UK. Outside of Europe, JOOM ships to Russia, the US, Moldova, and Turkey.
JOOM works with third party sellers from various countries all over the world. This makes it easier for counterfeiters and grey marketers to slip in and offer their products to customers. Although JOOM has a copyright protection policy, it’s entirely the seller’s responsibility to ensure that the products they offer are not infringing copyrights.
Most of JOOM’s merchandise originates from China. However, the platform provides a filter to search products by origin. In that case, the product tiles feature a little flag to show the seller’s home country.
While this doesn’t mean you can’t encounter cheap quality or counterfeit goods, picking a country of origin may reduce the risk of unpleasant surprises.
Although JOOM advertises “free shipping”, due to certain customs restrictions, customers may have to pay duties for their goods when getting them into their countries.
Can JOOM harm your brand?
Based on the overwhelming supply of questionable quality and heavily discounted products offered, it seems that JOOM may be grouped together with other “trashy marketplaces” like Wish or Shopee. Customers and brands both should be well aware of these issues before buying or selling products on this marketplace.
An additional issue with some of the newer platforms is that they grow very quickly and once that happens, they find it challenging to regulate their own marketplace. Counterfeiters and grey marketers have an easy time registering as sellers and offering their goods to consumers, harming brands and their own customers in the process.
In addition, there is also a risk that your brand name could be hurt even if your products are legitimately sold on a platform along with bad quality goods. Picking the right outlets for your products that correspond to your brand’s image is just as important as protecting yourself from counterfeiters. While offering your products on JOOM may widen your reach, such a decision would come with considerable risks to your brand.
Reach out to us and let us know how we can help your brand.