In the second week of March, as Pakistan entered its first few days of lockdown following the outbreak of the Coronavirus in the country, ecommerce platforms witnessed an increase in activity.
When compared to a regular day, Daraz’ traffic witnessed an unprecedented increase of 20%.
The platform recognized another trend: an increase in demand for fast moving consumer goods – an indication that customers across the country were looking to purchase essential products and recognized ecommerce as a solution.
These findings were reported in Pakistan’s first Ecommerce Index – powered by Daraz’ internal data – which specified that the contribution from FMCGs towards total sales had doubled in March and was expected to peak at 70% in the coming weeks.
The data also highlighted that demand for hand sanitizers and hand washes had shot up by 18x.
These trends have continued into April and with Ramadan fast approaching, it is anticipated that the trends in customer demand will sustain themselves.
In order to meet consumers’ needs for the basic commodities that they require, Daraz has launched dMart – a channel on the platform that offers access to wide range of grocery items including flour, sugar, tea, baby formula, hand washes, sanitizers, surface cleaner, diapers and lentils.
The channel also carries dFresh – a fruit and vegetable delivery service available in Karachi, Lahore and Islamabad – through which fresh produce is delivered to customers’ doorsteps directly from the mandi.
In the days leading up to Ramadan, Daraz is hosting the dMart Sale and offering customers access to exclusive deals, bundle deals and discounts on cooking essentials and healthy and beauty products.
The platform has taken strict precautionary measures to ensure that these products are delivered to customers in the safest manner possible.
Daraz has implemented strict protocols at warehouses and hubs to ensure the safety of employees and customers. Employees have been instructed to maintain as much distance amongst themselves as possible.
Additionally, the temperature of all staff members is checked multiple times daily and employees have been asked to stay home if they begin to feel unwell.
DEX Heros – the platform’s delivery agents – have been provided protective gear, including gloves and masks, and have been instructed to disinfect packages at customers’ doorsteps before handing them over.
For the dMart sale, Daraz has collaborated with leading FMCG brands including P&G, Reckitt Benckiser, Nestle, Unilever and Colgate and Palmolive.
During this difficult time, Daraz is “committed towards helping the nation through its operations and ensuring continued access to essential products.”
