Leading ecommerce platform, Daraz.pk’s, biggest sale of the year, Daraz Black Friday, launched in partnership with Easypay, Ponds, PTCL, InnJoo and Mediatek, has broken all sale records ever in Pakistan.
The shopping frenzy started at 12 am on November 27 at www.daraz.pk/black-friday and there was an influx of thousands of people out in the battle field to avail the best deal. 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.
Shoppers enjoyed incredible deals on phones, TVs, gaming consoles, fashion, appliances and more, availing a total of 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 months even though men’s shoes is a strong category on a regular day as well. 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.
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. 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; 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.
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