Commerce Desk
Islamabad: VYU, a video-first Entertainment Commerce fashion platform, has launched in Pakistan following a six-hour celebrity-led livestream featuring veteran actress Bushra Ansari and influencer duo Ron & Coco.
The launch stream on October 24 garnered 4.5 million live views across Facebook, Instagram and YouTube as of 9:00 PM PKT, the company said on October 25 in Karachi.
VYU is built around Entertainment Commerce, where shoppers watch styling content, celebrity segments and fashion discussions and buy featured products directly from video. At launch, it offers women’s fashion across clothing, footwear, handbags and accessories.
The stream included styling tips, fashion advice and personal anecdotes from the hosts.
“Shopping has always been about more than buying products. It is about discovering new styles, finding inspiration, and enjoying the experience,” said Co-Founder Farzana Sheikh. “With VYU, we wanted to bring that excitement into the digital world.”
“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,” added Co-Founder Afraz Siddiqui.
Operated by The Shopping Stream LLP and founded in 2026, VYU is live at vyucart.com.
