How to sell online in Nepal: every option compared (Daraz, Instagram, your own store)
An honest comparison of social selling, online marketplaces, and your own brand store in Nepal. Find the right setup for your business.
The Pasalos Team
July 13, 2026 · 4 min read
If you ask ten shop owners in Kathmandu how they sell online, you will get ten different answers. Some live entirely in Instagram Direct Messages (DMs), some list hundreds of items on Daraz, and others run their own website.
There is no single "best" sales channel for every Nepali business. Daily order volume, technical comfort, and control over customer records determine which option fits. The three common setups are below.
1. Social selling: Instagram DMs, TikTok, and Facebook
This is the default starting point for most Nepali businesses. You post a photo or a video, write "DM for price," and handle the entire sale through chat.
The pros
- Zero startup cost: Creating an Instagram business profile or TikTok account costs nothing.
- Built-in discovery: TikTok and Instagram algorithms can push your products to thousands of local users for free if your content goes viral.
- Direct customer interaction: You speak directly to your buyers, which builds trust for skeptical first-time customers.
The cons
- The "DM for price" friction: Many buyers find "DM for price" annoying. You lose customers who would buy instantly if the price and a "Buy Now" button were visible.
- Manual labor at scale: If you get 50 messages a day, you spend hours typing the same answers, sending eSewa numbers, and asking for delivery addresses.
- High drop-off rate: Buyers often message, ask for the price, and then stop replying. There is no automated checkout to secure the order.
- Screenshots are not order tracking: You end up with a phone gallery full of payment screenshots and a paper notebook of shipping details. It is very easy to lose an order.
2. Marketplaces: Daraz
Selling on an established marketplace means listing your products inside someone else’s large digital mall.
The pros
- Massive existing traffic: Millions of Nepalis open the Daraz app daily. You don't need to run Facebook ads or build a brand to get eyeballs.
- Integrated logistics: Daraz handles shipping, returns, and cash on delivery (COD) collection through their own hubs.
- High customer trust: Buyers trust the marketplace system for returns and disputes more than they trust an unknown Instagram account.
The cons
- High commissions and fees: You pay a percentage of every sale to the marketplace, plus payment processing fees. This squeezes your profit margins.
- Zero brand ownership: Customers don’t say, "I bought this from [Your Store Name]"; they say, "I bought this on Daraz." You cannot email them, offer loyalty discounts, or build a long-term relationship.
- Price competition: Your listing is shown right next to competitors selling the exact same item. The lowest price almost always wins, forcing you into a price war.
- Strict compliance rules: If you ship an order late or fail to update stock, Daraz penalizes your store rating or temporarily closes your shop.
3. Your own brand store (e.g., Pasalos, Shopify)
Running your own store means building a website at your own domain where you control the entire storefront, checkout, and inventory.
The pros
- Automated sales: Your store is open 24/7. Checkout happens automatically, even while you sleep. eSewa, Khalti, or Fonepay payments are verified instantly, and COD shipping zones are calculated at checkout.
- Direct customer relationships: You own your customer data. You can see who buys repeatedly, run target promotions, and build a real brand.
- No commission fees: Aside from standard payment-gateway processing fees (usually under 2%), you keep 100% of your sales revenue.
- Branding control: You control how your shop looks, how products are displayed, and how checkout works.
The cons
- You must bring your own traffic: A new website starts with zero visitors. You have to actively drive people to your site via social media, SEO, or paid ads.
- Monthly setup/maintenance cost: Unlike social media, running a store requires a monthly platform fee.
- Technical setup: While platforms like Pasalos make it easy to start without coding, it still requires more setup than posting a photo on Instagram.
The comparison at a glance
| Feature | Social Selling (IG/TikTok) | Marketplace (Daraz) | Your Own Store (Pasalos/Shopify) |
|---|---|---|---|
| Startup Cost | रु 0 | रु 0 | Monthly subscription |
| Commissions | रु 0 | High (varies by category) | रु 0 (only gateway processing) |
| Setup Time | Minutes | Days (approval process) | Under an hour |
| Order Automation | None (all manual) | Semi-automated | Fully automated |
| Customer Ownership | Partial | None | Complete |
| Traffic Source | App discovery / Virality | Built-in app searches | You must drive visitors |
The winner: The hybrid strategy
You do not have to choose just one. In fact, the most successful online businesses in Nepal use a hybrid model:
- Use social media (TikTok/Instagram) for marketing: Post videos showing your products, behind-the-scenes content, and styling tips. This is your traffic engine.
- Use your own store for checkout: Put your website link in your Instagram bio and TikTok profile. Instead of saying "DM for price," say "Click the link in bio to buy instantly. eSewa/Khalti accepted."
Social media can introduce shoppers to your products while your own store handles prices, payment, and delivery details. You spend less time copying order details from chat and keep a direct record of each sale.
Ready to set up the store side? Our step-by-step guide to starting an online business in Nepal walks through registration, payments, and delivery, and our platform comparison covers which store builder fits your budget.