Daraz is one of the most visited e-commerce stores in Pakistan. They were also the ones who pioneered the concept of online Black Friday Sales in the country. This year they conducted once again which they claim to be their most successful Black Friday Sale so far, taking a considerable chunk of customers from their relatively younger competitor websites.
In order to get more details on Black Friday at Daraz, we reached out to Hamaad Ravda, Chief Marketing Officer, Daraz Group. Not open to sharing the exact figures, he gave us some insights on Black Friday.
According to him, the number of orders Daraz received on this Black Friday is equal to the number of orders they usually receive in 2 months time. Which means that every hour of Black Friday Sale was roughly equal to the number of orders in 2 days on Daraz.
“We did orders equal to an entire day in the first 10 seconds of the sale”, mentions Hamaad.
Additionally, at 10am of Black Friday Sale, Daraz had already surpassed the number of orders that happened in last years’ Black Friday.
Daraz will deliver 70% of orders in the next two days.
Over 2 million people visited Daraz throughout the day and average cart size for each buyer was PKR 7,100. This Black Friday turned out to be mobile first with the majority of orders and visits through smartphones.
“Orders on Mobile were over 55% of total orders. Mobile was 58% of total traffic. This shows how Pakistan is increasingly a mobile-first market”, added Hamaad.
The most sold item was Infinix Hot 4.
Hamaad mentioned that Daraz had the biggest assortment of products, exceeding 150,000, and the best prices, and deep stock on deals, which added a lot to their advantage and maximum people were able to avail the deals. Daraz managed to keep a hefty number of products under popular categories as well.
He further added that 70% orders will be delivered in the next two days, a feat. not many stores in Pakistan have been able to achieve. As compared to last year, there were fewer technical glitches and the experience of customers was smooth and pleasurable.
The number of orders Daraz received on this Black Friday is equal to number of orders they usually receive in 2 months-time.
On the other hand, Kaymu, another Rocket Internet venture, did a massive amount of orders with very lean operations and costs. Kaymu and Daraz have different business models and they target different segment of people. For example, the average shopping cart size at Kaymu is 1/3rd of the size of cart at Daraz. Still, the platform was able to get humongous orders; it received half a month of orders in one day of sale.
This year’s Black Friday Sale has been bigger than ever before with numerous e-commerce competitors in the playfield. HomeShopping, an e-commerce store dedicated to electronic gadgets and appliances, received 200,000 visitors on the first day of the sale. Clicky, a new entrant in the fashion e-commerce scene, received 5000 orders while Yayvo is claiming to have received over 50,000 orders on their entire sales week.