Ehsan Saya: Transforming E-Commerce in Pakistan and Sri Lanka

Ehsan Saya, the Managing Director of Daraz for Pakistan and Sri Lanka, is at the forefront of transforming the e-commerce landscape in South Asia. Daraz, a leading online marketplace under the Alibaba International Digital Commerce Group, has been pivotal in enhancing e-commerce adoption in emerging markets since its inception in 2015. With over 13 years of experience in investment banking, logistics, and e-commerce, Ehsan has played a crucial role in driving the company's growth and expanding its reach.

Despite the progress made, e-commerce in Pakistan still accounts for just over 2 percent of the total retail sector. This statistic highlights a significant opportunity for growth, especially when compared to similar markets in the region. Ehsan Saya emphasizes that Daraz's next phase will focus on improving technology and product development. This includes enhancing supply chain management, payment solutions, and overall customer experience. With a youthful population, where 79 percent are under 40, the demand for convenient online shopping is on the rise. Ehsan believes that to encourage this shift, Daraz must not only offer high-quality products but also ensure they are competitively priced.

Daraz is not just an online store; it is a platform that supports the entire retail ecosystem in Pakistan. By providing offline stores with a digital presence, Daraz allows them to reach a broader audience. Sellers from local bazaars, such as Zainab Market and Liberty Market, have experienced significant sales growth, particularly among younger, tech-savvy entrepreneurs. This model enables consumers to purchase products from shops they may not be able to visit physically, thus bridging the gap between traditional and online retail.

To further encourage e-commerce adoption, Daraz is focused on building customer trust. Ehsan outlines three key principles: ensuring the best delivery experience, providing a seamless return and refund process, and consistently offering competitive prices. By excelling in these areas, Daraz aims to retain existing customers while attracting new ones, ultimately driving a broader shift towards online shopping.

In light of current economic challenges, including rising inflation, Daraz is adapting its strategies to maintain competitiveness. Ehsan notes that inflation has made consumers more price-sensitive, particularly in categories like groceries and fashion. To address this, Daraz collaborates closely with sellers to ensure competitive pricing and has increased the frequency of sales events. This approach not only helps in maintaining affordability but also builds strong brand recall among customers.

Ehsan Saya's vision for Daraz is clear: to create a robust e-commerce ecosystem that benefits both consumers and sellers. As the company continues to innovate and adapt to market demands, it is poised to play a significant role in shaping the future of retail in Pakistan. With a focus on technology, customer experience, and competitive pricing, Daraz is not just a marketplace; it is a catalyst for change in the way Pakistanis shop.