Political parties get e-commerce savvy ahead of elections

As Pakistan's February 8th general elections approach, major political parties are adopting innovative online strategies to garner support and resources. Following the lead of Pakistan Tehreek-e-Insaf (PTI), Pakistan Muslim League-Nawaz (PML-N) has launched its own online store, offering party-branded merchandise and a platform for fans to showcase their support.

PML-N's official X (formerly Twitter) handle announced the launch with a call to action: “Get ready for #Elections2024 and show your support for #PMLN! We're excited to announce the official launch of PMLN merchandise at https://pmlnstore.com. Show your support and pride for PMLN by grabbing your brand-new t-shirts, caps, hoodies, mugs, badges, and more!”

Initially, the store features 13 items, including apparel and mugs emblazoned with party slogans like "Sher Ek Vari Fer," "Dekho Dekho Kon Aaya," and "Mian Day Naary Wajan Gy." This merchandise-focused approach contrasts with PTI's online strategy, which prioritises fundraising.

Also read: PML-N revs up election drive

PTI launched two websites, pakistanbadlo.com and pakistanbadlo.ptioverseas.com, specifically targeting local and overseas Pakistanis, respectively. These platforms focus on soliciting donations to cover campaign expenses through various denomination cards ranging from Rs500 to Rs150,000. The cards categorise contributions under headings like "flag and outdoors", "polling agents", and "online media campaigns", providing donors with transparency in their support.

PTI launched these websites during a virtual election fundraiser last Sunday, and despite a nationwide internet and social media blackout in Pakistan, managed to raise a staggering Rs100 million from local and overseas supporters within just a few hours.

This digital push from both parties highlights the evolving landscape of Pakistani politics, where online engagement and resource mobilisation are playing increasingly crucial roles. As the race to February 8 heats up, it will be interesting to see how other parties leverage technology to connect with voters and navigate the increasingly tech-savvy Pakistani electorate.