A study conducted by a global measurement company finds more than 85 percent of Pakistani online shoppers have shopped on Daraz, a leading online marketplace in Pakistan.
Rapid growth of e-commerce over the last few years has greatly influenced shopping trends as well as the retail landscape in Pakistan. The report 'Understanding the e-commerce landscape of Pakistan' was compiled by Nielsen in October 2019 using insights from interviews with individuals from various backgrounds in Karachi, Lahore, Islamabad, Multan and Peshawar.
The report findings highlight that Daraz is very well known among online shoppers, and has a total awareness of 96 percent. Nielsen found that 94 percent of Daraz shoppers have used the platform's app. Motivations to visit the Daraz app included the ability to compare prices of different products, and browse through the online marketplace's assortment. Nielsen also found that the average user visits the Daraz app at least five times a month. Females visit the app almost 6.6 times a month, a higher frequency compared to males who visit the platform 4.1 times a month on average.
According to the report, the entertaining and personalized experience that Daraz has curated for users, by harnessing its access to artificial intelligence, is another important factor that attracts visitors. Over the past year, Daraz has pioneered the art of shoppertainment by launching features such as 'Shake-Shake' and in-app 'gamification' that have increased user engagement and generated heavy traffic on the platform, especially during mega campaigns such as the 11.11 sale.
During the research, Nielsen evaluated three main categories of goods, namely, apparel, groceries and electronics. The analysis indicated that 68 percent of online shoppers in the country have shopped for apparel from Daraz at least once. Similarly, in the groceries and electronics categories, 76 percent and 66 percent of Pakistan's online shoppers have shopped from Daraz at least once, respectively.
Commenting on the report, Ammar Hassan, Chief Marketing Officer at Daraz Pakistan, said, "Customer experience is paramount at Daraz. The findings from Nielsen's study have helped us not only identify our strengths but also understand the measures we can take to make the customer journey more entertaining and seamless. In 2020, our aim is to further improve the customer journey and offer a greater degree of entertainment."
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