BuyPass.ai, a Pakistani video commerce platform, has secured funding from Myco Holdings, marking an acceleration of the startup’s expansion strategy across South Asia’s largest untapped digital market. The investment reflects growing confidence in video-based shopping as the next evolution of e-commerce in Pakistan, where traditional platforms dominate but short-form video consumption drives engagement.
BuyPass operates with impressive market traction already in place. The platform reports over one million downloads and maintains approximately 500,000 monthly active users across mobile applications. BuyPass TV, the platform’s television distribution channel, achieves over 90% coverage across Pakistan, positioning the startup as a significant media and commerce player simultaneously.
The funding round places Muhammad Ammar Hassan, BuyPass’s founder, in an expanded leadership position within the Myco ecosystem. Hassan now directs both Myco Pakistan operations and BuyPass teams, indicating Myco’s strategy to consolidate media and technology assets under unified leadership. Ahmed Khizer Khan, co-founder, continues driving product and operational strategy at BuyPass.
As Umair Masoom Usmani, the founder of Myco said in his LinkedIn announcement post:
As a result of this investment and the underlying synergies, BuyPass will fast track its journey towards making video commerce mainstream in Pakistan. Already with a million plus downloads and close to 500k MAUs across mobile for the BuyPass app and over 90 percent distribution across Pakistan for BuyPass TV, the incoming scale will be notable in the months to come.
Myco Holdings positions itself at the intersection of technology and media entertainment, backing multiple startups within the space. The holding company thesis centers on media tech as one of the region’s largest underexploited opportunities. Particularly in Pakistan, where video consumption accelerates while monetization mechanisms remain fragmented.
The investment arrives as short-form video platforms reshape consumer behavior across South Asia. TikTok, YouTube Shorts, and Instagram Reels drive massive engagement but generate limited direct revenue for creators and sellers in Pakistan. BuyPass targets this gap by integrating commerce directly into video experiences. That allows creators to monetize audiences through native shopping experiences rather than external redirects.
Pakistan’s e-commerce market remains heavily concentrated among a handful of players including Daraz, but video commerce represents genuine white space. With 90M+ internet users and growing smartphone penetration, the timing aligns with market readiness for video-first shopping models.
