0 0
Read Time:1 Minute, 30 Second
KARACHI: Restaurants in the United States are known to lure customers in with food and then sell them liquor, which has a far higher profit margin than food.
Daraz seems to be doing something similar these days: it’s letting its customers watch the ICC T20 World Cup free of cost on its app, which is otherwise an online shopping platform.
As a result, it’s expecting the number of active monthly users of the app to “more than double” on a month-on-month basis to 30 million in November. The shopping app, which claims to be the biggest player in Pakistan’s ecommerce market, had 15m active users in October.
“We’re expanding in scope. We don’t just want to be a one-dimensional shopping app. This can be something that repositions Daraz,” said Daraz Group Chief Commercial Officer Jan Poter while speaking to Dawn in a recent interview.
But what does live-streaming cricket matches have to do with a shopping app meant for the buyers of meat, t-shirts, cell phones and books?
Despite eye-popping numbers, online platform still running in loss
It’s supposed to be a prelude to something else. Based on an innovation in online shopping originally introduced and popularised by the company’s sponsor in China, Daraz recently launched an “in-app shoppable live stream”.
What it means is that a seller in Zainab Market can just open his phone and sell his products while customers watch him live. The user doesn’t have to go out of the live stream to add products to their shopping cart. “Selling online through clicks was last year’s story. Today’s story is live-stream selling,” he said, adding that no other online shopping platform offers in-app shoppable live-streaming right now.
Happy
Happy
0 %
Sad
Sad
0 %
Excited
Excited
0 %
Sleepy
Sleepy
0 %
Angry
Angry
0 %
Surprise
Surprise
0 %