DARAZ
156 localise how we implement the product in our markets .”
Focusing on the wants and needs of local customers has formed the backbone of Daraz ’ s operations and growth . The expectations of consumers in these emerging markets go deeper than simple functionality , Mikkelsen says , referring to the results of a recent study that Daraz conducted with market research leader Nielsen . “ There were a couple of things that surprised me ,” he says . “ The most important thing from a user interface ( UI ) perspective is that
“ I wanted to be in the right industry , at the right time , in the right markets for the first time , to take the advantage and do something cutting edge ”
— Bjarke Mikkelsen , Founder and CEO , Daraz
FEBRUARY 2020