E-commerce platform Daraz Pakistan today concluded its annual 11.11 sale, with results indicating a significant shift in consumer preference towards authenticated brand channels. Brands operating on DarazMall, the platform”s dedicated space for verified retailers, experienced a 50-fold growth during the campaign, setting a new performance benchmark for trusted online shopping in the country.

Millions of consumers browsed an assortment of over 10 million discounted products across the platform. The top-performing categories included makeup, women’s fashion, audio, skincare, and men’s fashion. Among the most frequently ordered items were lip gloss, mascara, serums, unstitched 3-piece suits, handbags, winter tracksuits, earbuds, and smartwatches.

Several established brands, including Knorr, Lipton, Pond’s, Rivaj, Saeed Ghani, Zellbury, J., Stylo, Haier, and Meclay, were among the highest-performing. Meanwhile, a separate list of fastest-growing brands featured Haier, Tecno, Samsung, Asim Jofa, JC Buckman, Zero, Nestlé, TCL, Mezan, and Cherry.

The sales event also provided a significant platform for new and emerging businesses. Companies such as Loyi, Kabishah, Sereno, MoltyHome, SAC, and Organic Inn utilized the campaign to reach a national audience. Promotional tools proved effective, with brands participating in “Brand Rush Hour” time-slots seeing a 700% uplift in orders. Furthermore, approximately 2,300 sellers and brands utilized Daraz Marketing Solutions (DMS), a 40% increase from the previous year, achieving a return on ad spend of up to 16 dollars for every dollar invested.

This commercial activity translated into a successful event for the wider seller community, with over 48,000 sellers reporting that they surpassed their sales figures from the 2024 campaign.

Logistical operations and customer experience were central to the event, which achieved a 92% customer satisfaction rating. The platform successfully managed a delivery across a distance of 1,969 km from Karachi to Gilgit, while the fastest order was fulfilled in just six hours.

A notable trend was the continued strengthening of digital payments. Transactions processed through key partner Easypaisa recorded an increase of more than 12 times compared to an average trading day, suggesting growing consumer adoption of and confidence in cashless payment methods like digital wallets and cards.

Ehsan Saya, Managing Director of Daraz Pakistan, commented on the results, stating, ‘We are proud of how 11.11 has evolved into an annual moment that brings Pakistan’s digital economy to life.’ He noted the movement of shoppers towards trusted online channels and remarked, ‘This year’s 11.11 reflects how much potential Pakistan has when technology, logistics and digital payments work together.’

The performance of DarazMall brands, combined with the substantial increase in digital payment usage, has further established the 11.11 campaign as the country”s largest annual online retail event.