Lahore, SEPT 6 (DNA) – South Asia’s leading e-commerce marketplace, Daraz, is introducing Pakistan’s first in-app shoppable livestream feature to elevate people’s user experience. With the livestream technology, Daraz’s real-time content will be available to customers from today and enable greater interactions between sellers and buyers.

On top of this livestream feature thenewuser interface will allow consumers to engage directly with sellers via comments in real-time and feature a diverse range of content, including product showcases, trivia games and Q&A sessions.

These new features are underpinned by Daraz’s commitment to support local businesses in adapting to new digital business models, as the pandemic continues to take a toll on brick-and-mortar retail. By blending entertainment with instant purchasing, sellers will be able to deliver personalised shopping experiences and build trusting connections with customers.

Syed Murtuza Hasan Askari, Project Lead of DarazLive, says the new feature will revolutionisePakistan’s e-commerce industry and consumers’ online shopping experience and habits.

“In-app shoppable livestreamtechnology has made significant strides across Asia and Western markets, and we are excited to introduce the concept of in-app shoppertainment for the first time in Pakistan. The introduction of this technology in South Asia is a reflection of the region’simproved e-commerce infrastructure andshows that we are on the right path towards digital transformation,” said Mr Askari.

Over the past year, driven by the onset of COVID-19, South Asia’s e-commercesector has grown rapidly with businesses turnigto alternative platforms to sustain operations. As  more users join the ecosystem, Daraz istaking the next step in the region’s e-commerce push through the adoption of new technologiesthat enable a seamless shopping experience.