Ten years ago, the idea of ordering groceries, fashion, or electronics with just a few taps on a phone felt like a distant dream for most households in Pakistan. Online shopping was still unfamiliar, trust in digital payments was limited, and the infrastructure for reliable delivery was only beginning to take shape.
It was in this environment that Daraz Pakistan entered the market in 2015 as the country’s first online marketplace, carrying with it a bold vision to make shopping accessible, trusted, and a natural part of everyday life.
Over the course of a decade, Daraz Pakistan has transformed how people shop, how businesses connect with consumers, and how the digital economy is experienced across the country.
From urban hubs to remote villages, the platform has helped millions of people gain access to products that were once out of reach, while opening new pathways for sellers to expand their businesses and reach national audiences. Today, more than 300,000 sellers have benefited from the platform, and women now drive nearly 39% of its revenue, making inclusion one of its most defining achievements.
A major milestone came in 2018, when Daraz Pakistan got acquired by the Alibaba Group and gained the resources to scale rapidly and professionalise its operations. That growth attracted over 1,000 local and international brands, ranging from household names in fashion and electronics to everyday essentials.
For customers, this meant greater choice and trust, while for businesses it opened unprecedented opportunities to connect with a growing and diverse consumer base.
“Beyond nationwide reach, one of the greatest advantages for brands on Daraz Pakistan is access to real-time consumer insights,” said Asad Jawaid, Director Commercial at Daraz Pakistan.
“We enable businesses to understand purchasing trends, test new products, and refine their strategies to align with what customers truly want. At the same time, 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 prices that are more competitive, 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.”
Daraz Pakistan’s journey has also been marked by opportunities beyond traditional retail. The company operates the country’s only open affiliate program, enabling content creators from all backgrounds to earn regardless of gender, location, or follower count. More than 75% of the top-performing affiliates are women, many producing faceless content, and a significant share comes from smaller cities such as Bahawalpur, Sargodha, Hyderabad, and Gujranwala, with growing representation from KPK and Balochistan.
For these creators, who often lack access to traditional brand partnerships, the program offers a new and inclusive way to participate in digital commerce. Together with sellers and brands, affiliates form a thriving ecosystem that reflects Pakistan’s diversity and broadens the reach of e-commerce to communities that were previously excluded.
Innovation has been central to sustaining this momentum. From AI-driven recommendations and personalised search to retail media through Daraz Marketing Solutions, which enables higher visibility for brands and sellers, the platform has continually adapted to changing consumer needs.
Logistics have been transformed through Daraz Express and the region’s first Smart Distribution Centers, which delivers to every corner of the country, while consumer payment habits are steadily shifting. Once almost entirely reliant on cash-on-delivery, nearly 20% of all orders today are prepaid, a clear sign of Pakistan’s growing trust in digital transactions.
The impact of Daraz Pakistan extends far beyond retail. By digitising SMEs, it has supported entrepreneurship and job creation on a national scale. And by providing brands with direct access to millions of consumers, it has reshaped the country’s retail landscape. What began as a daring experiment has become a vital part of Pakistan’s digital economy.
The true measure of Daraz Pakistan’s journey is not only in numbers, but in the everyday lives it has touched – from a rural entrepreneur who now sells nationwide, to a young affiliate earning her first income online, to a family that shops more conveniently than ever before.
These stories of empowerment and access are what define the platform’s legacy. Ten years on, Daraz Pakistan has become a bridge between dreams and possibilities, and that bridge is only growing stronger.