The Growth of E-Commerce Prospects and Hurdles Faced by Daraz Pakistan in the Apparel Industry

Abstract

The study looks into both the advantages and problems of e-commerce for Daraz Pakistan in fashion and apparel, with attention to main factors that determine the site’s performance. By using positivist methods and collecting data through surveys and interviews, the study looked at the opinions of 120 people and interviewed five Daraz stakeholders. The conceptual framework examined three independent variables: digital marketing effectiveness, logistics infrastructure, and consumer trust. Regression analysis revealed that all three factors significantly influence platform performance, with digital marketing showing the strongest impact (β = 0.34, p < 0.001), followed by consumer trust (β = 0.31, p < 0.001) and logistics infrastructure (β = 0.29, p = 0.001). Social media marketing proved particularly effective among young urban consumers, while logistics faced challenges in rural areas. Trust mechanisms successfully mitigated some infrastructural limitations. The study recommends implementing a decentralized warehouse network, streamlining returns processes, expanding the verified seller program, introducing blockchain-based authentication for premium items, enhancing social commerce through micro-influencers, and developing immersive mobile experiences. These strategies address the identified challenges while leveraging Daraz's existing strengths in digital engagement and trust building to improve competitive positioning in Pakistan's evolving e-commerce landscape.