VYU, a video-centric fashion shopping service, went live in Pakistan after a six-hour launch broadcast that featured veteran actress Bushra Ansari alongside Instagram influencers Ron & Coco. By 9:00 PM PKT on October 24, the event had accumulated 4.5 million live views on Facebook, Instagram and YouTube.
Built around the concept of Entertainment Commerce, VYU lets viewers watch styling clips, celebrity segments and fashion talks before purchasing the highlighted items straight from the video. At the start, the site provides women's apparel from multiple brands, covering clothing, shoes, handbags and accessories.
The opening stream blended styling demonstrations, fashion dialogues and entertainment, with Bushra Ansari and Ron & Coco offering style suggestions, fashion advice and personal stories to the audience.
"Shopping has always been about more than buying products. It is about discovering new styles, finding inspiration, and enjoying the experience," said Farzana Sheikh, Co-Founder of VYU. "With VYU, we wanted to bring that excitement into the digital world, creating a destination where fashion, entertainment and shopping come together naturally."
"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 Afraz Siddiqui, Co-Founder of VYU.
VYU can be accessed at www.vyucart.com.
VYU operates as an Entertainment Commerce platform in Pakistan, merging fashion content, creator-led video and shopping into a single experience. Managed by The Shopping Stream LLP and founded in 2026 by Farzana Sheikh and Afraz Siddiqui, VYU curates women's clothing, footwear, handbags and accessories through shoppable video. Learn more at www.vyucart.com.
