Myco Holdings, the UAE-founded Web3 streaming platform with strong roots in Pakistan, has invested in the pre-seed funding round of BuyPass, a digital shopping platform aiming to pioneer live video commerce and TV-based shopping experiences in the country.
The investment reflects growing interest in the convergence of media, e-commerce, and digital entertainment, as companies seek to transform how consumers discover and purchase products through content-driven experiences.
According to the companies, the partnership will help accelerate the development of Pakistan’s emerging video commerce sector. BuyPass is positioning itself as the country’s first shopping platform to enable consumers to purchase products directly through live television broadcasts, blending traditional media formats with modern digital commerce capabilities.
Myco founder Umair Masoom Usmani said the company has supported BuyPass founder Muhammad Ammar Hassan since the startup’s early stages and is now deepening that relationship through a strategic investment designed to support future growth.
The funding comes as video commerce gains momentum globally. Platforms increasingly integrate shopping features into livestreams, video content, and entertainment experiences, allowing consumers to discover and purchase products without leaving the content environment. This model has achieved significant success in markets such as China and is beginning to attract attention across emerging digital economies.
BuyPass reports more than one million app downloads and approximately 500,000 monthly active users, while its television distribution network reportedly reaches over 90% of Pakistan’s market. The company believes the combination of television reach and mobile commerce capabilities creates an opportunity to scale a new category of retail engagement.
The investment also formalizes closer operational collaboration between the two businesses. As part of the expansion, BuyPass founder Muhammad Ammar Hassan will assume a broader leadership role across the Myco ecosystem, supporting the growth strategies of both BuyPass and Myco’s Pakistan operations.
Myco has emerged as one of Pakistan’s fastest-growing streaming platforms, reporting more than 40 million registered users globally. Founded in the UAE in 2021 by Pakistani entrepreneur Umair Masoom Usmani, the platform operates at the intersection of streaming, Web3 technologies, content monetization, and digital engagement.
The move reflects a broader trend across digital markets where media platforms are increasingly evolving into commerce ecosystems. Streaming services, social platforms, and content networks are exploring ways to integrate transactions directly into user experiences, creating new revenue opportunities while reducing friction between content discovery and purchasing.
For Pakistan’s digital economy, the development highlights growing innovation within consumer technology and e-commerce. Rising smartphone adoption, expanding digital payment infrastructure, and increasing online engagement are creating favorable conditions for new retail and media business models.
As competition intensifies across both streaming and e-commerce sectors, companies are increasingly looking to combine content, community engagement, and commerce into unified digital experiences that drive user retention and monetization.
Editor’s Note
The Myco-BuyPass deal reflects a broader global shift toward content-led commerce, where media platforms are no longer simply destinations for entertainment but increasingly serve as transaction and discovery channels.
The concept is straightforward: consumers spend significant amounts of time watching content, yet traditional e-commerce still requires them to leave that environment to complete purchases. Video commerce seeks to eliminate that gap by integrating shopping directly into the viewing experience.
This model has already transformed parts of Asia’s digital economy, particularly in China, where livestream commerce generates billions of dollars in annual sales. While Pakistan’s market remains at an earlier stage, the fundamentals are increasingly aligning. Smartphone penetration continues to rise, digital payment adoption is improving, and consumers are spending more time on streaming and social platforms.
The partnership is also notable because it highlights the growing convergence of media-tech, e-commerce, and fintech ecosystems. Successful video commerce platforms require not only compelling content but also seamless payments, logistics, customer engagement, and data analytics capabilities.
For Myco, the investment demonstrates a strategy that extends beyond streaming. The company appears to be building a broader digital ecosystem that connects entertainment, community engagement, and commerce. This mirrors trends seen among global technology platforms that increasingly seek to own multiple stages of the consumer journey.
From a digital economy perspective, the emergence of video commerce creates new opportunities for retailers, creators, advertisers, and technology providers. It introduces additional monetization channels while offering brands more interactive ways to engage consumers.
The broader implication is that the distinction between media platforms and commerce platforms is becoming increasingly blurred. As content consumption and online shopping continue to converge, businesses that successfully integrate both experiences may be well positioned to capture the next wave of digital consumer growth.
For Pakistan, initiatives such as BuyPass represent an early indication that local technology companies are beginning to experiment with business models that have already proven successful in larger digital markets. If adoption continues to grow, video commerce could become an important new segment within the country’s evolving digital economy.
