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Pakistan e-commerce platform Daraz aims to beef up as Amazon eyes market

Pakistan’s largest e-commerce retail platform Daraz aims to host up to 300,000 small to medium enterprises (SMEs) in two years, its CEO said, as the firm seeks to bolster its position in its home market in the face of potential competition from global giant Amazon. E-commerce growth in the country of 220 million is yet to take off fully, like in neighbouring India where the market features retail heavyweights such as Amazon and Walmart and large local platforms run by India’s Reliance and Tata groups. Daraz, founded in 2012 in Pakistan and acquired by Chinese giant Alibaba in 2018, has 100,000 SMEs in Pakistan on its platform.

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