Social media now SMEs' storefront

Among established businesses, the shift is visible in retail fashion brands such as Kayseria, Beechtree, Misk by Fivestar, Farah Talib Aziz, Kastoor, Salitex, Sapphire, Waniya, Almeerah Studio, Cleren Online Store and Cross Stitch. Many are retail arms of textile mills, such as Gul Ahmed's Ideas, with strong Instagram presences that showcase collections and direct customers to their websites.

Their professional digital teams also engage users through queries such as "How can I help you? " and follow requests designed to capture and retain attention. Smaller sellers use the same tools to reach customers who may never walk into their outlet.

For many businesses, the work is handled by an existing employee with social-media skills rather than a specialised e-commerce team. Two people – one dealing in unstitched two- and three-piece lawn suits and another wholesaling and installing CCTV cameras – said they manage online sales through social media and prepare s in-house using product photographs and short videos.

A graphic designer at a leading advertising agency, Mannat Jahan, said the process can be as simple as inserting short product videos into Power. Point presentations used for promotion. Using relevant keywords can also help customers find content online.

Businesses do not need specialised designers; basic knowledge of layout, product photography, short videos and simple promotional design is often enough to keep products visible, she said. Her version also supports Search Engine Optimisation (SEO) as another simple tool.

By using words and phrases customers are likely to type into search engines, businesses can make their products easier to discover. For smaller operators, basic SEO can complement social-media promotion by helping potential customers find them even when they do not follow their pages.

SEO is no longer simply about ranking a website higher on Google; it has become an important business-development tool, Si Global CEO Dr Noman Ahmed Said. "A website should not be a digital post office where businesses simply leave their information and wait for visitors.

It should be their most active salesperson – working 24/7 and reaching customers beyond geographical boundaries. SEO is what makes that salesperson visible," he said. A Pakistani software company offering cybersecurity, software development or business process outsourcing does not need a customer in Karachi or Lahore.

That customer could be searching from Dubai, London, New York or Singapore. Through the right keywords, useful content, technical SEO and a well-structured website, a Pakistani SME can compete for that enquiry alongside companies from India, Eastern Europe or Southeast Asia.

The same applies to exporters of textiles, surgical instruments, sports goods, leather products and handicrafts. For smaller businesses, this approach avoids the cost of a separate digital department. Small business operators at Gul Plaza, including Bilal, Anas and Kubaib, who ran shops there before the blaze, are still selling online with family members managing social-media presence.

They promote decoration pieces, artificial flowers and furniture through short videos and images, while enquiries are handled through mobile phones. The appeal is not limited to retail. A home kitchen can promote daily offerings; a solar vendor can display customised orders; an appliance dealer can demonstrate a product; and a traditional shop can announce new stock.

Social media is less a separate sales channel than an extension of the business. Customers can discover a product, ask questions and contact the seller. Digital skills are also becoming more accessible.

A smartphone, basic editing tools and familiarity with social platforms can be enough to begin. "Digital selling is no longer a specialised frontier or an optional add-on; it has fundamentally evolved into the natural extension of everyday commerce," said Kapeel Kumar, Founder of Founder's Space and a corporate consultant.

For small businesses especially, going digital means meeting the modern consumer precisely where their intent lives: immediate, frictionless, and accessible. If your operations still treat the digital space as a separate department rather than the core nervous system of your customer journey, you aren't just losing sales – you're missing the entire point of modern trade, he said.

He added that digital integration unlocks predictive value. "By leveraging basic analytics and digital feedback loops, even local ventures can anticipate customer needs, hyper-personalise interactions, and build long-term retention strategies that traditional storefronts could never achieve," he said.

Government initiatives are reinforcing this adoption. In August, the government and Meta launched the Small Business Growth Academy to train more than 1,000 small businesses in digital platforms and AI-enabled tools. The Small and Medium Enterprises Development Authority has also partnered with Alibaba to promote digital trade and help Pakistani SMEs access international markets.

Yet the experience of businesses already using these tools suggests the digital transition does not always begin with an elaborate strategy. It begins with making the product visible. Home delivery has helped turn social-media interest into sales: customers can see a product online, order through a message or phone call and have it delivered.

E-commerce platforms such as Daraz also demonstrate locally how search, product optimisation and digital visibility can move a consumer from discovery to purchase, the Si CEO added. Facebook also offers businesses a way to promote pages and posts by paying to reach a wider or more targeted audience.

Sellers can select location, age and interests, set a budget and duration, and put products before users beyond their existing followers. For small businesses, this turns a post into low-cost targeted advertising without a separate agency.

For Pakistan's small businesses, going digital may be less about replacing the physical shop than extending its reach. The shop still sells the product. The social-media account simply makes sure more people know it is there.