Daraz Gyara Gyara (11.11) 2019 has proven that Pakistan’s ecommerce industry holds immense growth potential and is ready for the next level; the mega online sale event brought into play the ecommerce company’s entire ecosystem.

Marketplace sellers, delivery agents and the robust logistics infrastructure that Daraz has built over the past year were the cornerstones to the success of this year’s event.

In the months leading to the sale, Daraz made significant efforts to engage the sellers through education and to ensure that they have unprecedented access to technology.

During the sale, Daraz continued to support the sellers with follow-ups, and as a result sellers were able to ensure swift fulfilment of their orders.

20,000 marketplace sellers participated in this year’s sale and were able to connect with millions of customers across the country, increase the number of orders they receive and scale their online ventures.

On the first day of sale, Daraz processing centers remained open through the night to accommodate the hundreds of sellers that had lined up outside to drop off packages.

Sellers in 253 cities – including Karachi, Lahore, Islamabad, Peshawar, Swat, Vehari, Hyderabad and Multan – received orders from a large customer base spread across 595 cities including Quetta, Peshawar, Gujrat, Sheikhupura and Sukkur.

New to this year’s event was the Instant Message feature, that enabled customers to interact directly with sellers during the sale. In total, 3.5 million conversations took place between sellers and customers on the Daraz app about the products on sale.

Over the past year, Daraz focused significantly on developing a logistics infrastructure which resulted in the ecommerce company operating four fulfilment centres – or warehouses – in Karachi, Lahore and Islamabad.

In October 2018, Daraz also launched Daraz Express (DEX) – Pakistan’s first logistics company designed specifically for ecommerce operations. In the months leading up to the sale, Daraz increased capacity in its four warehouses through automation and installation of conveyor belts. An additional 3,000 DEX heroes were hired to manage the sharp increase in orders during the sale. Consequently, 100,000 packages are being dispatched daily for delivery post the sale. Over 43% of the orders received were processed within the first 12-hours of the sale.

While cash on delivery remains popular among customers, Daraz has introduced a number of payment methods to support shift towards digital payments. During the sale, more than 1 million Daraz Wallets were activated and more than 51% of the transactions were done through digital payment methods.

DarazMall, a channel launched last year, provided customers access to quality products from leading brands at discounted prices and received an incredible response, taking 45% of the total 11.11 order share.

More than 440 top-rated brands participated in the sale - 3x more than the number of brands that participated in the 2018 event.

Daraz's 2019 Gyara Gyara also focused on offering customers a highly-engaging, interactive and personalised shopping experience.

With various initiatives including in-app games with prizes and cash-back incentives, Shake Shake integrations and a live 3-hour star-studded television game show, Daraz established itself as not just a shopping app but also an entertainment platform.

Over 2 million customers participated in Mission 11.11 to win prizes worth over Rs. 30 million and almost 4.4 million vouchers were collected on the app.

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