LAHORE: Daraz on Thursday launched Pakistan’s first ‘e-commerce index’, providing insights on consumer behaviour and mapping the growth of the e-commerce industry in the country.
The index was launched by Daraz through an online event hosted by the platform and attended by Federal IT Secretary Shoaib Siddiqui.
Pakistan remains a cash-reliant economy and consequently, collecting reliable data regarding the growth of the e-commerce market has remained a challenge. Therefore, the purpose of the e-commerce index is not only to establish benchmarks for online consumer behaviour but also to help stakeholders in the industry better understand the online shopper.
Daraz, which is a major player in e-commerce marketplaces, relied on the company’s internal data from 2019 to prepare these insights. The index further cites Nielsen data and claims that 85pc of retail e-commerce customers have shopped on Daraz.
The index analyses the behaviour patterns of a growing segment of Pakistanis who shop online and outlines factors that encourage or discourage shoppers from transitioning to online channels. Furthermore, it maps the e-commerce potential of tier-2 cities, such as Sialkot, Gujranwala, Hyderabad and Multan, highlighting the extensivity of e-commerce penetration across Pakistan and observing customers’ demands for different categories of products and brands.
One of the key findings of the index is that there has been a shift towards digital payment methods in 2019. On Daraz, digital payments contributed 32pc of total consumer spend while the use of e-wallets increased by 8.2pc year-on-year.
The index further highlights the changes witnessed in consumer demand during the second and third weeks of March 2020, following the outbreak of the coronavirus in Pakistan. It notes that the percentage of sales of FMCG products on Daraz doubled during that time period and are expected to rise to 70pc of the platform’s total sales in the coming weeks.
“During this period of uncertainty, we have witnessed a shift in customers’ behaviour, with demand of essential products growing fast – a strong indication that ecommerce can serve as a solution at this time. It is our responsibility to ensure continued access to these goods to facilitate social distancing, help our country and to serve our customers,” said Daraz MD Ehsan Saya.