North South University
Assignment
Topic: Analyzation of Daraz Bangladesh: An E-Commerce Leadership in
2025
Course: MKT 202
Faculty: RAFIUDDIN AHMED
Assignment No: 01
Submitted To:
Submitted By: Name : Dr. Rafiuddin Ahmed
Name : Abrar Hameem
ID : 2521905030 Department of : Marketing and
Section : 29 International Business
North South University.
Date of submission: 09/06/2025
Signature of Teacher:
0
Daraz Bangladesh - E-Commerce Leadership in 2025
Table of Contents
1. Introduction
2. Brand Scope
3. Challenges in 2025
4. Recommendations
5. Conclusion
1. Introduction
Daraz Bangladesh, which has been a subsidiary of the Alibaba
Group since 2018, is Bangladesh's premier e-commerce website,
revolutionizing online shopping since it was founded in 2015. As a
hybrid marketplace, Daraz bridges third-party sellers and direct sales,
providing everything from electronics to fashion and groceries. With
over 8 million monthly active users and logistics coverage of all 64
districts, Daraz has become a market leader. This case study discusses
Daraz Bangladesh's brand scope, challenges predicted for 2025,
benefits to consumers, and potential disadvantages.
2. Brand Scope
Daraz Bangladesh has established itself as a one-stop online marketplace with the
vision to become the best e-commerce platform by delivering quality services to sellers
and consumers. Its operations encompass:
1. Diverse Product Offerings: Daraz provides over 15 million products in fashion,
electronics, home appliances, and groceries to cater to various consumer needs. Its
flagship program, Daraz Mall, ensures product originality and quality services.
2. Robust Logistics Network and Customer Support: Covering all 64 districts,
Daraz's logistics, supported by over 3,000 riders and arrangements with outside partners,
ensures timely deliveries, even to rural areas. Similarly 24/7 virtual assistants, live chat,
and telephone support ensure timely resolution of problems, easing user experience.
3. Digital Ecosystem Expansion: Daraz promotes digital literacy through initiatives
like Daraz University, training sellers and buyers to participate in the digital economy.
4. Social Media and Influencer Engagement: Influencer partnerships and targeted
social media campaigns, particularly on Facebook, enhance brand reach, especially among
young people.
5. Market Segmentation and Positioning: Daraz targets middle to high-income
brackets and tech-savvy younger generations, with a priority on urban regions like Dhaka
and Chittagong, looking to expand into rural regions in the future. It positions itself as
offering the best prices, convenience, and transparency through the use of discounts and
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safe shipping.
6. Support for Local Sellers: Daraz empowers small entrepreneurs by providing a
platform to reach millions, fostering economic growth.
3. Challenges in 2025
Despite its dominance, Daraz Bangladesh faces several challenges in 2025:
1. Consumer Trust and Fraud Concerns: Reports of delayed refunds and order
cancellations have rattled consumer confidence. Over 12,000 complaints were lodged with
the Directorate of National Consumer Rights Protection (DNCRP) in 2023 against online
businesses, including Daraz, indicating systemic issues in refund policies and product
misrepresentation.
2. Product Quality Concerns: Incidents of products not matching online
descriptions have generated discontent, calling for stronger quality control.
3. Delayed Refunds and Cancellations and Complex Return Process: Buyers have
reported delayed refunding and abrupt cancellations of orders, which influence trust.
Additionally, customers are required to physically return the product to the seller. As
Daraz does not accept any responsibility for returns, it turns out to be a hassle for buyers.
4. Competition from Local and Global Players: Social media-based F-commerce
websites, pose a threat to Daraz's market share. Foreign giants like Amazon could further
intensify competition.
5. Low Digital Literacy: Many Bangladeshis remain ignorant of online shopping,
compelling Daraz to invest heavily in consumer education.
4. Recommendations
To mitigate challenges and enhance its market position in 2025, Daraz should:
- Streamline refund and return processes with more clearly articulated policies and faster
processing.
- Invest in cybersecurity to protect consumer data and build trust.
- Tighten quality control mechanisms to ensure products are as described.
- Enhance digital literacy programs to educate rural consumers.
- Advocate for the institution of stronger e-commerce policies for greater consumer
protection.
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5. Conclusion
Daraz Bangladesh has revolutionized online shopping with its diverse, easy-to-use,
and accessible platform. Its linkage with Alibaba, first-mover advantage with initiatives
like Choice, and extensive logistics infrastructure position it for more growth. However,
consumer confidence, regulatory gaps, and cyber security are areas that must be managed
proactively. In doing this, Daraz can continue to lead and bring the digital economy of
Bangladesh to the next plane, emerging as a trusted choice for millions.
