Amazon needs no introduction and an entry of such player in Pakistan, though indirectly, is a sign that our e-commerce market is showing some positive signs. We are neighbors to worlds two biggest e-commerce markets, China standing at more than $1trillion and India at more than $30billion. It’s nothing strange saying that times are pushing these two to spill over some profits for bigger gains, while we are just under $1billion in market size.
Its a season of acquisitions in our region.
The Sandwich Deal
And so did Amazon. Amazon acquired a middle eastern e-commerce company, Souq, in mid 2017 for USD 580 million. Apparently, Souq also owned 33% stake in a Pakistani fashion portal, Clicky.pk since 2016. In effect, Amazon now owns 33% stake in Clicky.pk but there are ongoing talks currently to raise the stakes even higher. Once deal reaches its prime, Amazon will be indirectly competing with Alibaba which is aiming to buy shares in a leading Pakistani e-commerce store Daraz.pk, that was worth $100million in 2017.
Just recently, Alibaba’s company Ant Financial has struck a deal with Telenor Microfinance bank worth USD 184.5 million to position itself as a shareholder with one of the biggest ecommerce payment services provider in Pakistan. Details here China’s Antfinancial Partner with Pakistans Telenor Microfinance-bank
What is Clicky.pk?
Clicky.pk, founded in 2015, is primarily a fashion portal that brings latest and seasonal collections for fashion and wearing needs. According to them,
Clicky.pk is all about fashion and latest trends in quality products for everyone all over Pakistan.
The Indian Connection
What’s so strange about this deal between Clicky.pk and Amazon? Well, India is kind of involved and this is how. Since, Clicky.pk customer base is primarily in Pakistan and as Amazon starts listing its products on Clicky, the Indian merchants that are selling products through Amazon, and their products have significant similarities and liking in Pakistani market, they will be technically selling their stuff in Pakistan via Amazon, forget about the technicalities of how (via Dubai and all).
Future is bright!
According to a source from IndiaTimes,
These three geographical locations — India, Dubai and Pakistan — makes sense for Amazon to scale up. Amazon will make entry into multiple Asian countries, a new strategy to increase its volume, optimise its sourcing and reduce single-country dependence for revenue flow
Amazon Clicky partnership is a good indicator for Pakistani e-commerce market that will open several doors of opportunity for Pakistani manufacturers to enlist themselves on either Clicky or Amazon to start selling right inside Pakistan with lesser delivery costs and with instant local payment options.
The new startups are buzzing, the big players are eyeing on best executioners, and people as always are buying online with more frequency. To put some numbers in perspective,
Pakistani consumers carried out 0.8 million online eCommerce transactions worth Rs. 4.8 billion through e-commerce merchants during 1st quarter of 2018
Interested in more amazing numbers about the e-commerce business rise in Pakistan, have a read at The Rise of Digital Payments in Pakistan.