VYU has launched in Pakistan with a six-hour livestream featuring veteran actress Bushra Ansari and Instagram influencer duo Ron & Coco. The video-first fashion shopping platform combines entertainment, styling advice and direct purchasing through video.
In an October 25 statement, VYU said the broadcast reached 4.5 million live views across Facebook, Instagram and YouTube. The figure reflected views recorded by 9pm Pakistan time on October 24.
The launch programme brought together styling segments, fashion discussions and entertainment. Bushra Ansari and Ron & Coco shared fashion advice, styling tips and personal anecdotes with viewers.
An earlier launch announcement, published by Mettis Global as a press release, scheduled the broadcast from 3pm to 9pm. It directed audiences to VYU’s social channels to watch and its website to shop.
At launch, VYU offers women’s clothing, footwear, handbags and accessories from multiple brands. The platform presents these products through curated fashion content and creator-led videos.
The six-hour format gave the launch room for both product discovery and conversations with its celebrity guests. Meanwhile, the three-platform broadcast allowed viewers to follow the event through different social channels.
VYU calls its approach Entertainment Commerce™. Shoppers watch styling content, celebrity segments and fashion discussions, then purchase featured products directly from the video.
“Shopping has always been about more than buying products. It is about discovering new styles, finding inspiration, and enjoying the experience,” said Farzana Sheikh, VYU’s co-founder.
“With VYU, we wanted to bring that excitement into the digital world, creating a destination where fashion, entertainment and shopping come together naturally.”
Fellow co-founder Afraz Siddiqui said the platform addresses the separation between discovering fashion online and completing a purchase.
“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,” he said.
Farzana Sheikh and Afraz Siddiqui founded VYU in 2026. The Shopping Stream LLP operates the business, which focuses on women’s fashion through shoppable video.
VYU enters the market as Pakistan’s formal payment system records increasing use of digital channels.
The State Bank of Pakistan’s FY26 review said digital channels handled 92 percent of retail payment transactions through formal banking channels. That compared with 88 percent in FY25.
Additionally, account-based online payments represented 96 percent of e-commerce transactions conducted through banking channels. These figures describe the broader payment market, rather than VYU’s customers or sales.
