Daraz published Pakistan's first e-commerce index, providing insights into consumer behaviour and tracking the growth of the country's e-commerce industry.
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-dependent economy, so collecting reliable data on the growth of the e-commerce market has remained a challenge. Therefore, the purpose of the ecommerce index is not only to establish benchmarks for online consumer behavior, but also to help industry interest groups understand online buyers.
Daraz, a major player in the e-commerce market, relied on the company's internal data for 2019 to generate this knowledge. The index also cites Nielsen data, claiming that 85 percent of private e-commerce customers contributed to its purchase.
The index analyzes the behavioral patterns of a growing segment of Pakistanis who shop online and outlines factors that encourage or discourage customers from switching to online channels.
In addition, the e-commerce potential of Tier 2 cities such as Sialkot, Gujranwala, Hyderabad and Multan is highlighted, highlighting the widespread use of e-commerce in Pakistan and following customer demand for different categories of products and brands. want.
One of the key findings of the index is that digital payment methods shifted in 2019. At Daraz, digital payments accounted for 32 percent of total consumer spending, while e-wallets usage grew 8.2 percent year over year.
The index also highlights changes in consumer demand in the second and third weeks of March 2020 following the outbreak of the corona virus in Pakistan. It is noted that the percentage of FMCG product sales at Daraz has doubled during this period and is expected to increase to 70 percent of the platform's total revenue in the coming weeks.
In this uncertain period, we saw a change in customer behavior, where the demand for key products grew rapidly - a strong indication that e-commerce can currently serve as a solution. It is our responsibility to ensure continuous access to these goods to facilitate social distance, help our country and serve our customers, "Dr. Ehsan Saya, Dr.
