Daraz Pakistan: A Decade of Pioneering E-commerce, Empowering Growth & Fostering Digital Trust

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

Imagine Pakistan ten years ago. Online shopping felt like a futuristic concept, a distant dream for most households. Trust in digital payments was nascent, and the infrastructure for reliable home delivery was just beginning to emerge. It was into this challenging yet promising landscape that Daraz Pakistan launched in 2015. Their bold vision: to make shopping accessible, trusted, and an everyday reality for everyone.

**Transforming the Nation’s Shopping Experience**

Over the past decade, Daraz hasn’t just introduced online shopping; it has fundamentally reshaped how Pakistan shops, how businesses connect with consumers, and how the digital economy thrives. From bustling urban centers to the most remote villages, Daraz has opened doors, giving millions access to products once out of reach. More than just a marketplace, it’s a platform for growth. Over 300,000 sellers have leveraged Daraz to expand their businesses and reach a national audience. A testament to its inclusive impact, women now generate nearly 39% of the platform’s revenue, showcasing a remarkable journey towards empowerment.

**The Alibaba Boost and Unprecedented Growth**

A pivotal moment arrived in 2018 with Daraz Pakistan’s acquisition by the Alibaba Group. This strategic partnership brought immense resources, enabling rapid scaling and professionalization. The result? Over 1,000 local and international brands, from leading fashion houses and electronics giants to everyday essentials, flocked to the platform. This expansion translated into unparalleled choice and trust for customers, and unprecedented market access for businesses.

**Insights and Unmatched Selection**

As Asad Jawaid, Director Commercial at Daraz Pakistan, highlights, “Beyond nationwide reach, one of the greatest advantages for brands on Daraz Pakistan is access to real-time consumer insights. We enable businesses to understand purchasing trends, test new products, and refine their strategies to align with what customers truly want.”

He continues, “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. Customers consistently find competitive prices, supported by vouchers, free shipping, and exclusive bank discounts. Our focus has always been on delighting the customer, ensuring they can come back to double-digit savings and the best assortment of top brands at the lowest possible prices every month.”

**Beyond Retail: Empowering a New Generation of Affiliates**

Daraz’s impact extends far beyond traditional retail transactions. The company proudly operates Pakistan’s only open affiliate program, a groundbreaking initiative empowering content creators from all walks of life to earn income, regardless of their gender, location, or follower count. Remarkably, over 75% of top-performing affiliates are women, many leveraging “faceless content” to reach audiences. A significant number hail from smaller cities like Bahawalpur, Sargodha, Hyderabad, and Gujranwala, with growing representation from KPK and Balochistan. This program offers a vital pathway for creators who might otherwise lack access to traditional brand partnerships, fostering a thriving, diverse ecosystem that broadens e-commerce’s reach into previously underserved communities.

**Innovation Driving the Future**

Innovation has been the bedrock of Daraz’s sustained momentum. The platform continuously adapts with AI-driven recommendations, personalized search, and Daraz Marketing Solutions for enhanced brand visibility. Logistics have been revolutionized through Daraz Express and the region’s first Smart Distribution Centers, ensuring seamless delivery across every corner of the country. Even payment habits are evolving. What was once almost entirely cash-on-delivery now sees nearly 20% of all orders prepaid – a clear indicator of Pakistan’s growing trust in digital transactions and Daraz’s role in cultivating it.

**A Legacy of Economic and Social Impact**

Daraz Pakistan’s influence stretches well beyond commerce. By digitizing Small and Medium Enterprises (SMEs), it has spurred entrepreneurship and massive job creation nationwide. By providing brands with direct access to millions, it has fundamentally reshaped the country’s retail landscape. What began as an ambitious experiment has undeniably become a vital pillar of Pakistan’s digital economy.

The true measure of Daraz’s journey lies not just in impressive statistics, but in the countless everyday lives it has transformed: from a rural entrepreneur now selling across the nation, to a young affiliate earning her first income online, to families enjoying unparalleled shopping convenience. These powerful stories of empowerment and access are the defining elements of Daraz Pakistan’s legacy. Ten years on, Daraz stands as a robust bridge connecting dreams with possibilities, a bridge that continues to grow stronger with each passing day.