Media investment company GroupM has announced a partnership with Allied E-Commerce Solutions (AES) to provide end-to-end enablement services for e-commerce brands in Pakistan.

Through this partnership, GroupM aspires to offer brands with customised solutions based on each stage of their e-commerce funnel, the company said in a statement.

It added that the e-commerce sector had witnessed exponential growth since the beginning of the pandemic, which has resulted in more brands wanting to explore options.

"The end-to-end e-commerce needs will be serviced by a group of experts who aspire to provide solutions in order to drive conversions, optimise a lean supply chain and create a great experience for Pakistani shoppers," the statement said.

Marketing and paid media will be handled by GroupM while the remaining enablement services will be managed by AES. "Both partners will jointly offer strategic consultation services to the clients," it said.

Khwaja Ahad Rahman, AES co-founder, said that the goal was to serve brands by becoming the leading e-commerce enablement platform in the country and the Middle East, North Africa, Afghanistan, and Pakistan (Menap) region.

"We are passionate to invest in this industry, offering brands end-to-end services through our network of tech enabled, fully integrated fulfilment centres across major cities. The partnership offers an extensive suite of services and expert marketing solutions to clients — enabling us to exceed expectations and commit to their success," he said.

GroupM Chief Executive Officer Naveed Asghar said that the e-commerce sector had grown exponentially over the last 12-18 months.

"But I believe that we are merely at the tip of the iceberg. Pakistan is poised for unprecedented growth in this vertical and this partnership is a testament to bringing the best end-to-end solutions and value addition for our clients," he said.