JWT Pakistan and EPOS, a division of Pakistani fashion retailer Labels, have signed an agreement establishing an e-commerce shopping portal named easestore.com. The uniqueness of the deal is that this is the first time that an advertising agency has gone into e-commerce in Pakistan. This also strengthens JWT presence in Pakistan as a major player in the digital space. The partnership agreement was signed by Labels CEO Zahir Rahimtoola and JWT Pakistan CEO Mansoor Karim Shaikh.
“We believe 2013 is the year for digital in Pakistan, and JWT is poised to bring our clients a full range of digital services from branding to e-commerce,” said Shaikh on the new business strategy. JWT Pakistan has been investing heavily in digital assets over the last year. First JWT also took a stake in Converge Technologies, Pakistan’s leading digital advertising company, in March 2012. Then it set up JWT Fusion, a digital marketing unit, in the last quarter of 2012. This marketing unit will develop and implement the digital strategies and execution for the e-commerce venture, easestore.com.
EPOS’s parent company, Labels, is one of the larger players in the domestic e-commerce industry, and JWT Pakistan has a client base that covers almost every consumer goods category. JWT clients will be offered priority access to easestore.com as a preferred online retail channel. “More than 29 million people in Pakistan now access the Internet, which represents about 15% of the population. While Internet penetration starting to take off, the country’s e-commerce sector is still in its infancy, giving easestore.com an early mover advantage,” explained Shaikh.