OLX Pakistan, the country’s leading horizontal, has ventured into e-commerce. For the past decade, the site was focused on c-to-c classified listings.

OLX launched the beta version of its b-to-c marketplace at Mall.olx.com.pk to provide “genuine products, 14-day returns and nationwide express delivery through its logistics arm OLX Move,” its marketing manager Jawad Zeb wrote in a LinkedIn post.

OLX Pakistan is the leading horizontal and facing competition only from different jobs, auto and real estate verticals.

Naspers-owned Prosus poured $150 million in Emerging Markets Property Group (EMPG) last April, which led to EMPG taking over OLX’s operations in Egypt, Lebanon, Pakistan, Saudi Arabia, Bahrain, Kuwait, Qatar and Oman, as well as the acquisition of UAE-based horizontal Dubizzle.

EMPG, which launched in 2005 and is based in Dubai, operates marketplaces in 16 countries, including well-known names like Bayut, Zameen, Lamudi and Mubawab.

OLX Pakistan’s foray into ecommerce will bring it in a direct competition with Daraz.pk, the leading b-to-c marketplace owned by Alibaba.

Daraz has also planned a business expansion through pivoting to c-to-c business model, according to people familiar with the matter.

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