Daraz Gyara Gyara fuels growth of Pakistan’s ecommerce landscape
“This Gyara Gyara brought together the best of our innovative practices. The entire ecosystem truly came together and proved that ecommerce in Pakistan is ready for the next level. Not only did our own warehouses fulfil orders at a record pace, but a large number of sellers dispatched their orders at an outstanding pace through the logistics infrastructure that we spent the last year building. This has helped ensure that our customers are satisfied and receive their order on time,” said Ehsan Saya, MD Pakistan. Almost 20,000 sellers participated in Gyara Gyara 2019 and were provided support, education and active follow-ups during the sale to ensure swift fulfilment of orders. On the first day of sale, Daraz processing centres remained open through the night to accommodate the hundreds of sellers that had lined up outside to drop off packages. The overwhelming seller accountability has significantly sped up the delivery timelines. 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. The various payment methods that Daraz offers its customers is supporting the 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 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. Over the past year, Daraz has focused on developing a state-of-the-art logistics company, Daraz Express (DEX). In order to manage the sharp increase in orders during the 11.11 sale, DEX hired 3,000 additional Delivery Heros (delivery agents) and, 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. Daraz’ 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 as 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.
