Over 1.2 million orders influenced by Daraz Live campaigns & streams in 2022

KATHMANDU: Daraz Group, the leading e-commerce platform in South Asia, has released the first report on Daraz Live selling in South Asia.

According to the report, live commerce, which combines live streaming and sales, is one of the fastest-growing platforms for increasing brand and seller awareness.

The report examines Daraz Live’s performance in Pakistan, Bangladesh, Sri Lanka, and Nepal over the course of a year, with over 3000 brands and sellers. In addition, over 2600 consumers were interviewed across the four markets.

The report revealed that Daraz Live selling saw a 900% increase in orders in the last six months of 2022, establishing itself as a strong selling proponent for marketing campaigns. Live selling has worked especially well in categories where consumers can make quick, low-cost impulse purchases or where consumers want to learn more about specific products before purchasing.

Furthermore, live streaming benefits categories such as fashion, lifestyle, electronics, and fast-moving consumer goods the most. Sixty percent of those polled said they use Daraz Live to learn more about a product and possibly get additional discounts before making a purchase.

Daraz also launched the Daraz influencers model, which allows brands to tap into a list of influencers in Pakistan, Bangladesh, and Sri Lanka who have been trained to live stream professionally. Trained influencers have their own engaged audience, which helps brands expand their reach and visibility.

Professional live stream influencers also add a level of authenticity and credibility to brands that traditional advertising methods cannot match. Due to the influencer/persuasive presenter’s skills, time-sensitive discounts and deals, and real-time two-way interaction, 71% of orders generated directly from live streams occurred during the live stream itself. Since the introduction of influencers, they have accounted for 45 percent of total orders.

“Live commerce at Daraz Pakistan has been a great experience in terms of building engagement across platforms and creating the right kind of conversions by implementing tactics like gamification, product reviews and unboxing.

This, powered by commissions, keep the momentum going,” said Zoheb Asif, Daraz Live Pakistan influencer and actor.

According to McKinsey 1 , live commerce has evolved rapidly in China, taking less than five years to develop into an innovative sales channel.

Following China’s lead, Western brands, retailers and marketplaces are establishing their own live-commerce ventures and events to promote their products, especially in beauty and fashion. Closer to South Asia, according to a report by Boston Consulting Group and TikTok, live commerce or shoppertainment could uncover USD 1 trillion in market value for brands in Asia Pacific by 2025.

As the leading e-commerce player in South Asia, Daraz is confident that live selling will scale in the next few years as internet penetration continues to grow in Pakistan, Bangladesh, Sri Lanka and Nepal. In addition, barriers to entry are lower for businesses signing up for Daraz Live since it is a free-for-use solution that increases the visibility of their brand.

“Live selling has proven to be a useful, interactive marketing tool that helps buyers to make their purchase decisions more effectively. We are confident that Daraz Live would help brands achieve credibility when our users shop online,” said Edouard Gheerbrant, Chief Business Officer, Daraz Group.