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I've been buying stuff online for over 30 years and I buy a lot of stuff; we typically have at least one online order delivery every single day of the week...
Fruugo claim to have been around for almost 20 years but in all that time I've never seen or even heard of their site before so make of that what you will.
Having said that if it's free, quick and easy to list your products on there then what do you have to lose? Perhaps they're about to start a big marketing push for their site in the UK?
Just spent a while browsing the site. It’s yet another Chinese souk. I do recall looking at them a while back and not trusting them at all. No UK contact details anywhere and no obvious way to do returns.