UNIVERSITY OF CENTRAL PUNJAB

GUJRANWALA
GROUP MEMBERS
KHADIJA NAILA #0035
FATIMA AYUB #0038
LARAIB QAISER #0022
NIMRA SHAHBAZ #0010

PRESENTED TO:
PROF. WASEEM FAROOQI
Introduction of Daraz
• In Pakistan latest project of Rocket Internet is
Daraz
• Daraz.pk is an online store which brings the
latest Pakistani and international fashion brands
to your doorstep.
• It was founded in 2012
• Its company size is between 51-200 employees.
• It Contains over 300 Brands and over 9500
Products
Owner of Daraz
• Daraz is a Chinese-owned online marketplace
which operates in South Asian markets.
• It was founded in 2012 by a German company,
Rocket Internet.
• Daraz Group operates e-commerce services in
Pakistan, Bangladesh, Nepal, Sri Lanka, and
Myanmar.
• In May 2018, Daraz Group was acquired by the
Chinese e-commerce company Alibaba Group.
History of Daraz

• Rocket Internet is one of the world's largest e-

commerce focused venture capital firms and
startup incubators founded in 2007.
• The company was founded in Berlin by three
brothers Marc, Oliver and Alexander.
• Rocket Internet operates in more than 50
countries and has more than 75 ventures such as
the e-commerce retail companies
Mission Statement

Our mission is to be the Pakistan’s best

customer oriented company where people
will get every possible product from
industrial engineering to home decorative
Vision Statement

We want to provide variety of products to

our customers at best cheapest price we
can gave to their door steps within a blink of
eye. And want to be the most selling market
place in Pakistan.
Aim of Daraz
• We aim to provide the best of Pakistani
fashion, a wide selection of high quality
products and a buying experience that is
new to Pakistan.
• Daraz, holds everything.
• It is the place where you find everything.
Importance of Daraz

• Daraz gets 15.03 million monthly visits just like

last year.
• A visitor opens 4.18 pages on average on each
visit.
• The average duration of each view on Daraz is 3
minutes and 58 seconds.
• Daraz gets 65.64% of the total views either
through Google and other engines.
Importance of Daraz

• Only 4.77% of the traffic comes from social

media
• Daraz Group's five markets (Pakistan,
Bangladesh, Nepal, Myanmar, & Sri Lanka) cover
more than 460 million people of which 60% are
under the age of 35.
Competitors
 Comparison
Names Visit Duration Views per Average view
Month on product
pages
Daraz.pk 5 min, 6 sec 9.3 million 4.48

I Shopping.pk 2 min, 44 sec 436670 2.80

Shop Hive 4 min, 35 sec 483330 4.67

Kymu.pk 5 min, 59 sec 1.1 Million 5.84

Home 3 min, 34 sec 886670 3.34

Shopping.pk
Symbios.pk 2 min, 16 sec 570000 2.40
Comparison with Competitors
Competitive Advantages

• Cash on Delivery
• Free Shipping
• Free 7 days return
Use of Daraz in Countries
Ranking of Daraz

• Daraz.pk is top 11th websites which are

mostly visited in Pakistan
• In Global rank Daraz is on 4,816 number.
• In categories rank Daraz is on 417 number.
Sale Through Daraz
Traffic Overview
14000000
Traffic Overview
12000000

10000000

8000000

6000000

4000000

2000000

0
Oct'18 Nov'18 Dec' 18 Jan'19 Feb'19 Mar'19
Traffic Sources
Display, 2.01
Social , 5.92 Mail, 2.35

Direct, 40.81

Search, 38.97

Referrals, 9.94
Social Traffic
Traffic
1% 1%

6%

Youtube
Facebook
29%
Whatsapp
Twitter
63% Linkedin
Age Groups
Age Group
18 - 24 25 - 34 35 - 44 45 - 54 55- 64 65+
4% 3%

6%
28%
13%

46%
Gender Distribution

Men, 23.43

Women, 77.54
SOWT Analysis
Strength
• High Security
• Feasible mode of Payment
• Offers Ubiquity to Customers
• Diversifying Brands in Clothing Category

Weakness
• Low profit Margins
• Operates in less categories
SOWT Analysis

Opportunity
• Growing E-commerce Sale
• Rapid increase in Internet user ( Customers)

Threats
• Security Issue
• Increase in Online retailers
Departments Of Daraz
• Electronic Devices
• Electronic Accessories
• TV & Home Appliances
• Health & Beauty
• Babies & Toys
• Groceries & Pets
• Home & Life Style
• Women’s Fashion
• Men’s Fashions
• Watches & Accessories
• Sports & Travel
• Automotive & Motorbike
Electronic Devices
Electronic Accessories
TV & Home Appliances
Health & Beauty
Babies & Toys
Groceries & Pets
Home & Life Style
Women’s Fashion
Men’s Fashion
Watches & Accessories
Sports & Travels
Automotive & Motorbikes