PERFORMANCE MARKETING · USER ACQUISITION
Daraz isn't just Pakistan's Amazon. It's South Asia's. Happy Ads' regional campaigns consistently deliver 5,000+ orders per month across three markets — a performance benchmark the competition can't touch.
The Challenge
Daraz — the Alibaba-backed e-commerce marketplace operating across Pakistan, Bangladesh, Sri Lanka, Nepal, and Myanmar — needed a performance marketing partner capable of running simultaneous, market-specific acquisition campaigns across Pakistan, Bangladesh, and Myanmar with consistent monthly order delivery. Managing three markets with different consumer behaviours, different competitive landscapes, and different platform maturity levels requires a level of operational complexity that most performance agencies in the region cannot sustain.
Pakistan is Daraz's home market and most mature — a high-competition environment where CPA efficiency is the primary challenge. Bangladesh is a rapidly growing market with lower smartphone penetration but a fast-expanding e-commerce audience. Myanmar presents a frontier market opportunity with significant logistics challenges but a young, rapidly digitising consumer base. Each market required a different acquisition strategy, different creative language, and different channel optimisation approach.
The consistent requirement across all three markets was order quality: Daraz's performance benchmarks track not just first orders but repeat purchase rates and basket size. Happy Ads needed to acquire users whose first order was the beginning of a valuable customer relationship — not just a discount-chasing one-time transaction.
The Solution
Happy Ads manages a comprehensive regional performance programme for Daraz — running simultaneous programmatic mobile campaigns across Pakistan, Bangladesh, and Myanmar through its network of regional and global technology partners. Each market receives a dedicated creative suite and channel mix tailored to local platform preferences: Pakistan campaigns concentrate on mobile apps and Meta; Bangladesh campaigns run heavily across Meta and local publisher networks; Myanmar campaigns leverage mobile-first programmatic inventory across the country's dominant apps.
Campaign architecture is built around Daraz's app events: install, first purchase, and repeat purchase are all tracked separately, with media spend optimised toward the audience segments most likely to become high-LTV repeat customers rather than single-order acquirees. Happy Ads' real-time reporting dashboard gives Daraz's regional marketing team full visibility across all three markets simultaneously — a unified performance view that the client's previous multi-agency approach could not provide.
The consistent 5,000+ orders per month across three markets represents one of the largest sustained performance marketing outputs of any agency operating in South Asia's e-commerce category — a testament to Happy Ads' operational depth and regional media relationships
Key Results
5,000+
Orders Per Month — 3 Markets Combined
3
Countries: Pakistan · Bangladesh · Myanmar
Consistent
Monthly Delivery — No Campaign Gaps
LTV
Optimised — Quality Users, Not Just Volume
Key Insights
01
02
Most e-commerce performance campaigns treat acquisition and retention as separate functions: acquire cheaply, then retain through CRM. Happy Ads' approach for Daraz integrates LTV signals into acquisition optimisation — building audience segments from Daraz's data on which user profiles produce high repeat purchase rates, then targeting those profiles in acquisition campaigns. The cost-per-acquisition may be slightly higher for LTV-optimised targeting, but the lifetime revenue per acquired user dramatically outperforms volume-first approaches.
03
Myanmar's e-commerce market is at the inflection point Pakistan was at in 2018: rapidly growing smartphone penetration, a young population discovering online shopping, and CPA rates that are a fraction of mature markets. Brands that establish performance marketing infrastructure in Myanmar now will have audience relationships and data advantages that late entrants cannot replicate. Happy Ads' Myanmar presence via regional programmatic partnerships is a competitive advantage that few performance agencies in South Asia can match.
