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Leading e-commerce platform, Daraz.pk’s, biggest sale of the year, Daraz Black Friday has broken all sale records ever in Pakistan.
With record-breaking 1.5 million visits on the website and 55 times more orders than a regular shopping day, Daraz.pk is at an all-time high. The shopping frenzy started at 12 am on November 27 and there was an influx of thousands and thousands of people out in the battle field to avail the best deal; so much so that for the first couple of minutes the international cloud servers assumed Daraz was under a hacker attack and started to protect the website, shutting off and choking customers at checkout.
“At midnight, as we celebrated leading to the countdown, we knew that this would be the biggest sale event for Daraz till date. We watched as the number of visitors on Daraz soared. We gasped in awe and our hearts beat faster as we knew this was way too many people, way too many people,” said Muneeb Maayr, CEO of Daraz.pk.
Shoppers enjoyed incredible deals across all retail verticals, availing Rs 132 million worth of discounts from the company. The deals were a massive hit.
The company sold a large number of iPhone 6s handsets, which were available at 26% discount (Rs 18,000 off), within the first few minutes, and the number of men’s shoes sold on the day were equivalent to the sale made in three month.
Daraz.pk also revealed that it sold more fridges, washing machines and gaming consoles on Black Friday than it has in the history of Daraz. 66.7% of the orders on Black Friday were from Karachi, Lahore and Islamabad – 40.3%, 17.5% and 8.9%, respectively and the rest were all from other Tier 2 and Tier 3 cities. 30% of these orders were delivered on Black Friday itself.
“We were awestruck. People were ordering products in categories that historically never sold much. They were buying fridges, washing machines and air conditioners in winter as if they were buying candy,” added Maayr.
“On mobile phones, more Microsoft phones sold in a single day than any retailer has made possible in the offline space in Pakistan. On the commercial side, we sold out thousands of products from completely new brands like Jackpot (for small appliances, which literally had a Jackpot through the sale) and Elite, which sold countless heaters and water dispensers. The first time ever, leading appliance brands like Dawlance, Kenwood and Westpoint collaborated with Daraz at scale and liquidated thousands of products for the brands in the lead up to winters, completely unprecedented at this scale even in the offline market. And fashion sales on the day were almost as much as the total sales made in two months,” he said.
Interestingly, the Easypay discount option saw a shift in consumer behavior – one third of the payments made on Black Friday were debit/credit card payments, this was a clear demonstration of more reliance and trust in the company as 95% of the payments were previously cash on delivery. Another interesting observation was the spike in the use of the mobile app – 25% of the total visits on Daraz.pk were on the Daraz app.
While the Easypay partnership was evidently successful, other partnerships were also spot on. Large number of amazing bundles from Ponds were sold out within a few hours, becoming one of the top-selling products; PTCL EVO Wingle was amongst the best-sellers of the day and the other deals the company offered did incredibly well as well; InnJoo launched three new phones on the day and sold out everything; and majority of the phones sold on Black Friday had a Mediatek chip.
The way all companies, including major offline stores, followed Daraz.pk’s footsteps and had their own Black Friday sale here, it’d be safe to say that it’s not just the online sphere where Daraz has a strong market hold – it has an incredibly strong position in retail on the whole.
“Seeing viral videos of women fighting over deals at malls in Pakistan and newsletters from leading brands in Pakistan also announcing a Black Friday, we now know we have created a new landmark in retail in Pakistan,” said Muneeb.
“Super proud to break records. Records for more products sold ever on a single day of ecommerce in Pakistan. Record of the most number of phones or appliances sold by any retailer in the offline space in one day. Record of over a 3rd of the payments being electronic prepayments, and record for the number of smiles we brought to people who won all the deals. We made history and every one of the 500+ employees at Daraz has a reason to hold their heads high. Our hard work paid off and our customers came out as winners! May we have more to come,” he concluded.