Ehsan Saya: Building Pakistan’s E-Commerce Giant with Alibaba

A year ago, Pakistan’s e-commerce and quick-commerce space was the darling of the venture capital world, fueled by “free money” and promises of explosive growth. Today, that landscape is decimated. So how did Daraz, one of the country’s largest e-commerce players, not only survive but continue to thrive?

The Growth Equation

I sat down with their Managing Director, Ehsan Saya, for a lesson in navigating economic chaos and building a resilient business.Our conversation began with a look back at a clip from our last interview during COVID, where Ehsan spoke about the importance of being “comfortable being uncomfortable.” That mindset, he explained, has been the key to weathering the current storm. While others were chasing growth at all costs, Daraz used the tough times to double down on fundamentals.

The Technology Bet

This meant making difficult but necessary decisions, such as de-listing over 5,000 sellers who weren’t meeting their quality standards and relentlessly focusing on improving the end-to-end customer experience.Ehsan shared fascinating insights into Daraz’s evolved strategy. Inspired by his wife’s nightly scrolling on Zara, he shifted the platform’s focus from being merely a discount-driven marketplace to an interest-driven one. By launching 50 mini-campaigns a week, from camping gear to boxing gloves, Daraz now prioritizes “discoverability,” encouraging users to explore and find things they never knew they needed.

The Technology Bet: Part 2

This granular approach, powered by a sophisticated data team, has allowed them to grow their user base to a staggering 17 million monthly active users, making them the fourth largest digital platform in the country.One of the most brilliant moves we discussed was their venture into live cricket streaming. Ehsan revealed the counter-intuitive logic behind the massive investment. Instead of viewing it as buying expensive media rights, they saw it as a more efficient customer acquisition strategy.

What Comes Next

By calculating the cost on a per-impression basis, they realized it was cheaper to bring millions of engaged fans to their platform than through traditional digital marketing. The bet paid off spectacularly, cementing Daraz in the national conversation and driving significant sales.We also dissected the spectacular failure of the quick-commerce model in Pakistan. Ehsan candidly explained why Daraz consciously avoided the “20-minute delivery” race, identifying it as a business built on flawed unit economics.

Instead, they focused on providing a wider assortment of “important” goods, like diapers and weekly groceries, with reliable same-day or next-day delivery,a sustainable model that doesn’t rely on burning cash for instant gratification.Ehsan’s core message is a vital lesson for every entrepreneur: difficult times force you to build a better, stronger business. It’s not about chasing fleeting trends or unicorn valuations; it’s about a relentless focus on unit economics, customer trust, and building a sustainable business with a long-term vision.

This conversation is a must-listen for anyone trying to build a real business in a tough market.