ISLAMABAD: Pakistan’s digital commerce landscape is set for transformation with the launch of LUMU, a new eCommerce platform aiming to redefine how people buy, sell, and connect online. Positioned as a “business empowerment online portal,” LUMU seeks to uplift small enterprises, support local producers, and make quality products accessible to households nationwide.
Built on principles of empowerment, accessibility, and inclusivity, the platform connects manufacturers and producers directly with consumers, eliminating traditional wholesale and retail layers that drive up prices. This model enables customers to access premium-quality products at affordable rates without compromising on authenticity or value.
Founder and CEO Abdullah Shah said the initiative is designed to support Pakistan’s digital economic revival. “LUMU is not just a brand; it is a catalyst for economic revival. Our vision is to create thousands of new job opportunities and open digital doors for small and medium businesses across Pakistan. By connecting local producers and entrepreneurs directly with consumers, we aim to enable sustainable income generation and contribute to the country’s digital growth. LUMU aspires to position Pakistan as a competitive force in global eCommerce through empowerment, innovation, and inclusion,” he stated.
Co-founder and Chief Digital Officer Fahad Malik (Tamgha-e-Imtiaz in Digital Media & Technology) highlighted the platform’s commitment to trust, transparency, and quality. “We are leveraging data and personalised digital campaigns to replace generic online selling with a community-focused and engaging shopping experience. We are rigorously vetting local producers to ensure every product is authentic and meets the standards our consumers deserve. By cutting out intermediaries, we are reducing costs while building a direct relationship of trust between creators and consumers. This is eCommerce reimagined for the people,” he said.
Co-founder, Chief Marketing and Communication Officer (CMCO), Mr. Rafiqullah Siddiqui, shared the strategic vision: “The strategy for LUMU is built on scalability and sustainability. By digitizing the producer-to-consumer value chain, we are laying the structural foundation for Pakistan’s next wave of digital exports.
LUMU also aims to advance social responsibility by supporting underprivileged and small-scale producers, offering them a digital platform to showcase their work. The company says this approach will help uplift communities, create sustainable livelihoods, and promote local craftsmanship globally.
