For years, Murtaza Ali balanced two lives at once. During the day, he worked a regular job. In the hours around it, he packed household items and kitchen gadgets for customers placing orders online. What started as a small side business gradually became something bigger, shaped by encouragement from his mother, support from his community and a growing shift in how Pakistanis were beginning to shop.
Murtaza began his journey as an online seller in 2019, listing products on Daraz while continuing his full-time job. The idea of building something of his own had stayed with him for years, largely inspired by his father, who often encouraged him to pursue independent work rather than rely entirely on employment. It is the kind of wisdom that gets nodded at, filed away and quietly forgotten in the rhythm of daily life. A steady job, a predictable income, the comfort of routine. For years, that was enough but the idea of building something of his own remained precisely that: an idea, warm and persistent, but without the legs to walk on its own.
Like many aspiring entrepreneurs in Pakistan, however, his biggest challenge was arranging the initial capital needed to get started. According to Murtaza, it was the support of people around him and his wider community that helped him take the first step towards launching his business. Around the same time, he had also started hearing about the growing success of sellers operating through Daraz. Stories of individuals building businesses online and reaching customers across Pakistan encouraged him to explore the platform for himself.
At first, the venture was modest. Orders were manageable, inventory was limited and most of his work happened after office hours. But even in those early stages, he saw potential in online commerce and the ability to reach customers beyond his immediate surroundings. Daraz gave him access to a nationwide marketplace where even small sellers could gradually build visibility and customer trust without the need for a physical storefront.
Then came the COVID-19 pandemic and as more consumers turned towards online platforms for convenience and accessibility, e-commerce activity surged. For Murtaza, the shift marked a turning point. Orders began increasing steadily and what had once been a side hustle slowly started becoming a real business.
Managing orders, inventory, packaging and deliveries alongside a full-time job soon became difficult. Eventually, Murtaza faced a decision many entrepreneurs struggle with: continue pursuing the stability of employment or commit fully to building something of his own. He chose the latter.
In 2020, he participated in his first 11.11 campaign on Daraz, one of the platform’s largest annual sale events. The campaign exposed his products to significantly larger customer volumes and the impact was immediate. His weekly orders climbed from around 40–50 to nearly 80–90 during the campaign period alone. For Murtaza, the experience reinforced the scale and reach online commerce could offer small businesses willing to invest time and consistency into digital platforms. Since then, major campaigns have remained an important part of his growth strategy, helping increase visibility and attract customers from across Pakistan.
Today, his business continues to grow steadily. What began with selling household items and kitchen gadgets has evolved into a long-term entrepreneurial ambition. Murtaza now hopes to eventually move into manufacturing and direct supply, a goal that once felt distant when he first started packing orders after work hours.
His story reflects a broader shift taking place across Pakistan’s digital economy, where online marketplaces are creating new opportunities for individuals to build independent businesses with relatively low barriers to entry. For many entrepreneurs, digital commerce is becoming more than an additional source of income. It is becoming a pathway towards financial independence and long-term business growth.
While every seller’s journey is different, Murtaza believes one of the most important steps is simply starting. What began with limited capital, a few listed products and late-night order packing eventually became a full-time business supporting a much larger vision for the future.
