While there doesn’t seem to be a dearth of online electronic marketplaces in Pakistan, it seems that the bandwagon isn’t full yet and there’s still much to offer. This is perhaps what Ruba Digital thought when it launched a new online marketplace in Pakistan – JoChaho.pk – that it aims to register as a separate entity, unaffiliated with the parent company. This marketplace will offer fashion and apparel items in the future too and is on way to give tough competition to Daraz.pk.
At the moment, it is hosting top brands like Samsung, Huawei, Dell and Haier on its webstore. But the trump card seems to be a less familiar brand – Enviro – which offers great value at affordable prices and gives up to 3 years warranty, which is something unheard of in Pakistan.
JoChaho.pk has also launched its own mobile app to make the process of buying easier for a smartphone easier and facilitate repeat buying. Considering the current trends, it is estimated that in the next 5 years, m-commerce will overtake e-commerce in Pakistan, and those companies that are not venturing onto the mobile apps universe are missing out.
But with strong competitors like Symbios, Shophive & Homeshopping, tapping the consumer electronics market i.e. that of mobiles, tablets and laptops, will be a big challenge for JoChaho. It is expected that most of its sales will come from the large and small domestic appliances market such as refrigerators, air conditioners, microwaves, kitchen appliances and vacuum cleaners etc.
But perhaps the main distinguisher for JoChaho would be its scheme of Mustafeed Islamic Financing that allows one to buy its products on installments via Islamic financing. Considering the religious-minded populace of Pakistan, this could very well boost JoChaho’s image amongst the public and ultimately make it have a name for itself in a market that is fast reaching its saturation point.
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