In 2015, buying groceries, clothes, or electronics online still felt far-fetched for most Pakistanis. Digital payments were viewed with suspicion, delivery networks were patchy, and few households trusted the idea of ordering from a screen.
Into that landscape stepped Daraz Pakistan, positioning itself as the country’s first large-scale online marketplace. A decade later, the platform is no longer just an e-commerce site—it has become a cornerstone of Pakistan’s retail economy.
From First Movers to Market Shapers
Daraz didn’t just introduce online shopping to the mainstream; it actively built the ecosystem to make it work. Over 300,000 sellers now use the platform, reaching customers far beyond urban centers. Villages that once relied on limited local stock suddenly gained access to everything from mobile phones to household essentials.
One striking development is the role of women: nearly 39% of Daraz’s revenue today comes from female-led businesses and buyers, a shift that highlights the platform’s contribution to digital inclusion.
Alibaba’s Backing and Rapid Growth
A turning point came in 2018, when Chinese giant Alibaba acquired Daraz, bringing in global expertise and capital. That backing opened the floodgates for over a thousand local and international brands to join the marketplace, dramatically expanding choice for consumers.
For businesses, the platform became more than a sales channel. Real-time consumer data now allows sellers to test products, track demand, and adapt strategies. As Daraz’s Commercial Director Asad Jawaid put it, the edge lies in offering “everything under one roof” with competitive pricing, frequent discounts, and tools that let brands fine-tune their reach.
New Pathways for Creators and Entrepreneurs
Daraz’s impact hasn’t been limited to traditional retail. Its open affiliate program—a rarity in Pakistan—has given digital creators a chance to earn by promoting products, no matter their location or follower count. Remarkably, over 75% of the program’s top affiliates are women, many producing content without even showing their faces.
Participation from smaller cities like Bahawalpur, Sargodha, and Gujranwala shows how the digital economy is spreading beyond Karachi and Lahore. For many of these affiliates, Daraz represents their first real opportunity to generate income online.
Innovation, Logistics, and Shifting Trust
Sustaining this growth has required constant innovation. Personalised recommendations powered by AI, new advertising tools through Daraz Marketing Solutions, and Smart Distribution Centers under its logistics arm, Daraz Express, have all strengthened the platform’s backbone.
Payment behavior is also evolving. While cash-on-delivery still dominates, about one in five orders are now prepaid—evidence of growing confidence in digital transactions.
A Decade of Influence
Daraz’s story is not just about numbers; it’s about everyday impact. The small-town seller who now ships nationwide, the affiliate who earns her first paycheck online, or the family that shops more conveniently from home—all are examples of how e-commerce has changed lives in subtle but lasting ways.
From a bold experiment in 2015 to a key player in Pakistan’s digital economy in 2025, Daraz has become more than a marketplace. It is a bridge between consumers and businesses, between aspiration and access—and that bridge continues to expand.
