Heroshe, a once-reliable freight and air logistics startup connecting Nigerian customers with retailers in the US, UK, and China, is now facing widespread customer dissatisfaction and possible shutdown. According to a recent Techpoint Africa investigation, the company has failed to deliver customer shipments for over eight months, triggering frustration and financial losses among its users. The platform, founded in 2019 by Osinachi and Chichi Ukomadu, was previously hailed for making cross-border shopping easier and more accessible for Nigerians.
Customer Fallout and Lost Trust
As delays dragged on, customers report a complete communication breakdown and unexplained additional charges. Complaints range from missing packages to outright ghosting, with Heroshe allegedly offering minimal to no customer support over the months. One Lagos-based gadget retailer told Techpoint that he was harassed by his own clients who had prepaid for items he ordered through Heroshe, eventually forcing him into hiding.
Devastating Consequences for Small Businesses
For small business owners relying on Heroshe’s logistics for timely deliveries, the impact has been severe. The Lagos retailer, identified only as Dan*, shared how he was forced to close his shop and could not even visit his dying grandfather due to fear of retribution from angry customers. He said the company’s repeated delays and broken promises cost him both financially and emotionally, with no accountability from Heroshe.
From Promise to Collapse
Dan’s initial experiences with Heroshe in 2024 showed early warning signs, as a promised seven-to-ten-day delivery turned into nearly three weeks. By November 2024, confident in the platform’s track record, he pooled funds—including those from customers—for a large pre-order of iPhone 16 units. More than six months later, those goods have not arrived, and Dan has been left to deal with legal threats and lost customer trust.
A Legacy of Trust Now in Question
Founded with the ambition of empowering African consumers by bridging global retail gaps, Heroshe had built a loyal base over its early years. For a time, it enabled efficient personal and business purchases abroad, filling a crucial logistics gap in Nigeria’s e-commerce ecosystem. However, the mounting delivery failures throughout 2024 have now overshadowed the company’s early success and shaken consumer confidence.
Lack of Transparency Fuels Outrage
One of the most alarming issues reported is the company’s silence amid the crisis. According to Techpoint, Heroshe has not provided clear updates to affected customers, with some forced to chase answers through social media platforms like Instagram. The silence, coupled with sporadic and vague reassurances about “backlogs,” has only deepened frustration and suspicion about the company’s operational health.
The Bigger Picture in Nigerian Logistics
Heroshe’s decline adds to a growing concern about the stability of tech-enabled logistics startups in Nigeria, especially those reliant on international supply chains. Many such startups are praised during their early growth phases but struggle under scaling pressure or economic headwinds. Heroshe’s unraveling could also spark regulatory interest, particularly regarding consumer protection in the cross-border shipping sector.
Uncertain Future Ahead
With increasing public backlash and growing operational doubts, Heroshe’s future remains uncertain. The startup has not issued a formal statement addressing the delivery issues or outlining a path forward. For now, affected customers and small businesses are left in limbo, while a once-promising logistics venture teeters on the brink of collapse.
Heroshe’s story is a stark reminder that customer trust is hard-earned and easily lost. The situation underscores the importance of transparency, especially when operational disruptions threaten livelihoods. As the company faces the possibility of shutdown, its unraveling serves as a cautionary tale for other startups navigating Nigeria’s complex logistics and e-commerce landscape.