VYU, a video-first Entertainment Commerce platform, has launched in Pakistan, with its launch-day livestream reaching 4.5 million live views across Facebook, Instagram and YouTube as of 9:00 PM PKT on October 24.
What happened?
VYU is built around what it calls Entertainment Commerce: shoppers watch styling content, celebrity segments and fashion discussions, then buy the featured products directly from the video, without leaving the content to shop somewhere else.
Key details
- Launch stream: a six-hour celebrity-led livestream featuring Bushra Ansari and Ron & Coco, sharing styling tips, fashion advice and personal anecdotes.
- Reach: 4.5 million live views across Facebook, Instagram and YouTube as of 9:00 PM PKT on October 24.
- At launch: women’s fashion from a range of brands across clothing, footwear, handbags and accessories.
- Operator: The Shopping Stream LLP, founded in 2026 by Farzana Sheikh and Afraz Siddiqui.
- Available at: vyucart.com.
- Founder framing: “Shopping has always been about more than buying products. It is about discovering new styles, finding inspiration, and enjoying the experience,” said Farzana Sheikh, Co-Founder of VYU. “Pakistanis already discover fashion through video and creators, but they still have to leave that content to go shop somewhere else. VYU closes that gap,” said Afraz Siddiqui, Co-Founder of VYU.
What it means for people in Pakistan
For shoppers, VYU turns an already familiar habit — discovering fashion through video and creators — into a one-stop purchase, which could make online fashion shopping quicker and more engaging. For local fashion brands and creators, it opens a new sales channel built on content rather than search listings. Whether shoppable video scales beyond a launch-day splash will depend on whether viewers keep coming back to buy, not just to watch.
