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VYU, a video-first fashion shopping platform, has launched in Pakistan with a six-hour livestream featuring veteran actress Bushra Ansari and social media influencer duo Ron & Coco.
The launch livestream recorded 4.5 million views across Facebook, Instagram and YouTube by 9:00 pm Pakistan time on October 24, according to the company.
VYU introduces an approach it calls “Entertainment Commerce,” combining fashion content, entertainment and online shopping in one experience. Viewers can watch styling videos, celebrity segments and fashion discussions, then purchase featured products directly through the content.
At launch, the platform offers women’s fashion from multiple brands. Its product categories include clothing, footwear, handbags and accessories.
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The launch livestream featured styling segments, fashion discussions and entertainment. Bushra Ansari and Ron & Coco shared styling tips, fashion advice and personal anecdotes with viewers.
VYU aims to make the shopping experience more interactive by allowing customers to discover products through video rather than navigating away from content to complete their shopping.
Farzana Sheikh, co-founder of VYU, said the platform aims to make online fashion discovery more engaging by bringing entertainment and shopping together.
“Shopping has always been about more than buying products. It is about discovering new styles, finding inspiration, and enjoying the experience,” Sheikh said.
“With VYU, we wanted to bring that excitement into the digital world, creating a destination where fashion, entertainment and shopping come together naturally.”
Co-founder Afraz Siddiqui said the platform addresses a gap between discovering fashion through digital content and purchasing the products.
“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,” Siddiqui said.
Founded in 2026 by Farzana Sheikh and Afraz Siddiqui, VYU operates through The Shopping Stream LLP. The company describes the platform as a dedicated Entertainment Commerce service in Pakistan.
It offers curated women’s clothing, footwear, handbags and accessories through videos that link viewers directly to featured products.
Customers can visit the platform at www.vyucart.com to explore its offerings.
The company expects its video-led approach to connect fashion discovery, creator content and online purchasing within a single digital destination.
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