We are
effortlessly

entertaining

Shopping and writing: two activities that should always be enjoyable, 
no exceptions. Every message is an
opportunity to entertain, to enthrall, to enliven, and it’s always in good humour. We invite everyone to join 
in the fun, but we never poke fun 
at anyone.

So let loose when you write for Daraz. Write with a lightness of touch, a bit of pace and generous measure of good spirit. But don’t overdo it. Our playfulness with language is more likely to prompt a smile than a guffaw. No cheesy gags or laboured punchlines here, thanks.

Ways to entertain

• Rhyming words / sounds

• Alliteration

• Unexpected adjectives

• Active verbs

• Paired opposites/couplets

• Short and snappy sayings

We are naturally

personal

When you cut to the chase, our business is all about bringing people - buyers and sellers - together. So it’s no surprise that our voice is personal and familiar. It sounds as if someone you know pretty well is speaking to you, one-on-one. Real and relatable. No airs and graces.

Even though our marketplace is a celebration of the niche, our language is unambiguous. We write how
we speak, but our writing is far from pedestrian. There’s spirit and energy 
in the words we use. Natural, yes. Boring - never.

Ways to make it personal

• Use you/your/we/us

• Choose casual language

• Try adding contractions

• Don’t worry too much about grammar rules or sentence structure

We are welcoming 

to everyone

Each word we write is an invitation to the person reading them, an open door to the world of Daraz. Accessible, clear, warm, welcoming.

When some brands try to reach a broad audience, they sound so bland that they end up connecting with no one. Not us. we know Daraz people, and when we talk to them, it’s a conversation with a million individuals.

We speak to uniqueness, we deal in detail, we celebrate the niche. In doing so, we bring to life the limitless possibilities that lie in our marketplace. After all, it’s for everyone.

Ways to write for everyone

• Use questions - rhetorical, open, leading etc

• Paint detailed pictures with 
words (e.g. dove grey satin heels, 
not just heels)

• Show variety, don’t tell

• Speak to both shoppers and sellers

We are effortlessly

entertaining

We are naturally
 personal

Browsing bliss

For compulsive comparers

For budget buyers

For grab-it-and-goers

We are naturally

personal

Scrollers unite

Eye it up for Insta

For checkout shirkers

Snap it up and Snapchat it

Try it on for TikTok

Make your thing, the thing

We are welcoming

to everyone

Niche hobbyists welcome

Perpetual misplacers welcome

I came for beets. I left with Beats pro headphones.

From harddrives to driving sticks

Pink polka dot plant pots meet Insta worthy garden shots

A home for every passion

We are
effortlessly

entertaining

• Don’t overdo the exclamation marks (most of the time you won’t need any, but stick to one at most)


• Don’t use obscure or overly fancy adjectives (e.g. say ‘bright’ instead of ‘luminous’)


• Avoid using the passive voice (e.g. say ‘we’ll send your package’ instead of ‘your package will be sent’)

We are naturally

personal

• Don’t sound too casual or overfamiliar, especially when dealing with complaints (e.g. say ‘we’re sorry’ instead of ‘hey, so sorry’)


• Be careful with contractions - don’t overuse them (don’t and won’t are fine; will’ve and could’ve sound a bit awkward)


• Avoid cliches and sales speak (e.g. ‘don’t miss out’ or ‘sale ends today’)

We are welcoming
to everyone

• Don’t use business-speak or jargon (e.g. ‘the new normal’)


• Avoid acronyms or abbreviations that not everyone will understand (eg FTW; TLDR)


• Don’t use features if you can use a benefit instead (e.g. say ‘universally comfortable’ instead of ‘silicone ear tips’)