A Decade of Daraz Pakistan: Transforming Digital Commerce, Empowering Sellers, and Building Trust

A Decade of Daraz Pakistan: Pioneering e-Commerce and Shaping Access, Trust, and Opportunity

Imagine a time not so long ago when ordering groceries or electronics with a few taps on your phone seemed like science fiction in Pakistan. Ten years ago, online shopping was a foreign concept, digital payments were met with skepticism, and reliable delivery infrastructure was just a glimmer on the horizon. It was into this nascent environment, in 2015, that Daraz Pakistan bravely stepped in, becoming the nation’s first online marketplace with a daring vision: to make shopping accessible, trusted, and an effortless part of daily life.

Transforming Pakistan’s Digital Landscape
In just a decade, Daraz Pakistan has not only revolutionized how we shop but also transformed how businesses connect with consumers and how the digital economy is experienced across the entire country. From bustling urban centers to the quietest remote villages, Daraz has opened doors, allowing millions to access products once out of reach. Simultaneously, it has created unprecedented avenues for sellers, enabling them to expand their businesses and connect with a national audience. Today, over 300,000 sellers thrive on the platform, and remarkably, women contribute nearly 39% of its revenue, highlighting Daraz’s significant role in fostering inclusion.

A New Chapter with Alibaba
A pivotal moment arrived in 2018 when Daraz Pakistan was acquired by the global e-commerce giant, Alibaba Group. This acquisition provided the vital resources needed for rapid scaling and professionalizing its operations. This growth, in turn, attracted over 1,000 local and international brands, spanning household names in fashion and electronics to everyday necessities. For customers, this meant an explosion of choice and increased trust. For businesses, it unlocked unparalleled opportunities to engage with a vast and diverse consumer base.

Asad Jawaid, Director Commercial at Daraz Pakistan, emphasizes, “Beyond nationwide reach, one of the greatest advantages for brands on Daraz Pakistan is access to real-time consumer insights. We empower businesses to understand purchasing trends, test new products, and refine their strategies to align with what customers truly want. Our unique strength lies in bringing every category together on a single platform — from mobile phones and groceries to fashion and everyday essentials — something no other online platform or offline store can offer at this scale. Whether branded or unbranded, customers consistently find more competitive prices, supported by vouchers, free shipping, and exclusive bank discounts. Our focus has always been on delighting the customer, and every month we ensure they can come back to double-digit savings and the best assortment of top brands at the lowest possible prices.”

Beyond Shopping: Empowering Creators
Daraz Pakistan’s impact extends far beyond traditional retail. The company proudly operates Pakistan’s only open affiliate program, offering content creators from all walks of life a chance to earn income, irrespective of their gender, location, or follower count. It’s inspiring to note that over 75% of top-performing affiliates are women, many producing ‘faceless’ content, and a significant portion hail from smaller cities like Bahawalpur, Sargodha, Hyderabad, and Gujranwala, with growing representation from KPK and Balochistan. This program provides a crucial and inclusive pathway into digital commerce for creators who might otherwise lack access to traditional brand partnerships. Alongside sellers and brands, affiliates form a vibrant ecosystem that truly reflects Pakistan’s diversity and pushes the boundaries of e-commerce into previously excluded communities.

Driving Innovation and Trust
Innovation has been the cornerstone of Daraz’s sustained momentum. The platform constantly evolves, from AI-driven recommendations and personalized search to Daraz Marketing Solutions, which offers retail media opportunities for enhanced brand and seller visibility. Logistics have seen a monumental transformation with Daraz Express and the region’s first Smart Distribution Centers, ensuring deliveries reach every corner of the nation. Consumer payment habits are also steadily shifting; what was once an almost complete reliance on cash-on-delivery has now seen nearly 20% of all orders prepaid – a clear indicator of Pakistan’s growing confidence in digital transactions.

A Legacy of Empowerment
The influence of Daraz Pakistan resonates far beyond simply retail figures. By digitizing Small and Medium-sized Enterprises (SMEs), it has fueled entrepreneurship and job creation nationwide. By connecting brands directly with millions of consumers, it has fundamentally reshaped the country’s retail landscape. What began as a bold experiment has blossomed into an indispensable component of Pakistan’s digital economy.

The true measure of Daraz Pakistan’s ten-year journey lies not just in impressive numbers, but in the countless everyday lives it has positively impacted – from a rural entrepreneur now selling nationwide, to a young affiliate earning her very first income online, to a family enjoying more convenient shopping than ever before. These profound stories of empowerment and access are the defining elements of Daraz’s legacy. A decade on, Daraz Pakistan stands as a powerful bridge connecting dreams with possibilities, and that bridge is growing stronger with each passing day.