South Asia’s leading e-commerce marketplace, Daraz, is introducing Pakistan’s first in-app shoppable livestream feature to elevate people’s user experience.

With the livestream technology, Daraz’s real-time content will be available to customers from today and enable greater interactions between sellers and buyers.

On top of this livestream feature the new user interface will allow consumers to engage directly with sellers via comments in real-time and feature a diverse range of content, including product showcases, trivia games and Q&A sessions.

These new features are underpinned by Daraz’s commitment to support local businesses in adapting to new digital business models, as the pandemic continues to take a toll on brick-and-mortar retail. By blending entertainment with instant purchasing, sellers will be able to deliver personalised shopping experiences and build trusting connections with customers.

Syed Murtuza Hasan Askari, Project Lead of DarazLive, says the new feature will revolutionise Pakistan’s e-commerce industry and consumers’ online shopping experience and habits.

“In-app shoppable livestream technology has made significant strides across Asia and Western markets, and we are excited to introduce the concept of in-app shoppertainment for the first time in Pakistan. The introduction of this technology in South Asia is a reflection of the region’s improved e-commerce infrastructure and shows that we are on the right path towards digital transformation,” said Askari.

Over the past year, driven by the onset of Covid-19, South Asia’s e-commerce sector has grown rapidly with businesses turning to alternative platforms to sustain operations. As more users join the ecosystem, Daraz is taking the next step in the region’s e-commerce push through the adoption of new technologies that enable a seamless shopping experience.

“As one of the leading and trusted e-commerce marketplaces in South Asia, Daraz is committed to accelerating digital transformation across the markets where we operate. Tapping on the latest technologies has enabled us to enhance our platform features as well as deliver on our promise to customers and sellers. At the same time, we are empowered to bring the industry to new heights through the adoption of the latest innovations,” added Ammar Hassan, Chief Marketing Officer of Daraz.