Daraz records revenue of Rs 3 billion during Big Friday sale

Daraz secured 4 times more orders compared to last year’s sale, powered by 3 times more traffic.
Published November 29, 2017

Daraz scored Pakistan’s first 3 billion rupee sale in revenue this year, securing 4 times more orders compared to last year’s sale, powered by 3 times more traffic on the e-commerce portal.

A series of exclusive launches accompanied the year’s Big Friday sale by Daraz. Xiaomi launched their highly anticipated flagship phone Mi Mix 2 — selling hundreds of phones. OnePlus 5 was another exclusive launch being offered at a special price in a VEON flash sale — all phones were sold a few minutes into the flash sale.

iPhone X was exclusively launched on Daraz for the first time in Pakistan — with a special discount for HBL card holders.

The Orient 32" Titanium Series LED TV was offered on a VEON crazy deal at 86% off, at a price of Rs 3,149.

Introduced by Daraz in 2015, the Big Friday sale has now become a nationwide phenomena, with malls being jam-packed during this period as all retailers go on sale. By 1:45am on Friday, Daraz had already gone past its Rs 1 billion sales milestone from last year.

"Whenever we mount a sale of this magnitude, it's a huge effort to make the ecosystem of customers, sellers and partners to come together in a coordinated effort, said Bjarke Mikkelsen, CEO Daraz. "This year the result was beyond all expectations and we are thrilled to have broken new ground in Pakistan e-commerce.”

Millions of shoppers thronged the online marketplace during Big Friday — the event clocked in 17 million sessions during the week-long sale compared to 6 million sessions from the year before.

76% of this traffic was mobile, compared to 55% in 2016, attesting to the increasingly mobile-first nature of Pakistani e-commerce.

Over 60% of transactions were made using the Daraz app, vindicating the continuous investments the company has made in improving their app experience.

55% of transaction volume came through prepayment methods, with customers utilizing Daraz’s broad portfolio of payment offerings spanning mobile wallets, debit/credit cards, and bank transfers.

Customers were able to enjoy additional discounts through EasyPay, JazzCash, Allied Bank Limited, Habib Bank Limited, Standard Chartered Bank, Muslim Commercial Bank, Bank Alfalah, SilkBank and Keenu Rewards.

Higher prepayment penetration indicates a key inflection point in the ecommerce scene, with customers showing increased trust in online payments.

2017 has proven to be a breakthrough year for FMCGs on Daraz. Looking at the numbers turned up by brands in the FMCG space this Big Friday, 40% of the volume was generated by customers ordering beauty, grocery and other household products.

Industry leaders like Unilever sold the highest number of items during the sale, with Nestle and L’Oreal prominent amongst top brands generating millions in sales.

L’Oreal exclusively launched NYX during BIG Friday and Nestle EveryDay bundle was among the top highest selling products.

Daraz and VEON came together for an innovative collaboration this year. The partners added a star-studded element to the sale by collaborating on a series of interactive Facebook live videos with Ali Noor and Mira Sethi engaging with customers through games and other fun challenges.

The highlight of this partnership were the daily VEON Flash Sales.

In the runup to Big Friday, Daraz lined up a major logistics investment to streamline deliveries, devoting a large slice towards new fulfillment centres in Karachi and Lahore with 100,000 sq. ft. of space.

Daraz continues to work with all third party logistic companies, and has also expanded its own delivery fleet with hundreds of riders in major cities. The investments have paid off with 85% of orders shipped already, with 43% of items shipping through Daraz Express, the e-retailer’s premium fulfillment solution.

Great deals to continue throughout the week

To celebrate its 3 billion rupee milestone, Daraz has announced that it will be providing special deals throughout the week to meet the continued demand from its customers.

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