E-Commerce Growth Strategist · CRO · OPS · SEO · GEO
I am an e-commerce growth strategist based in Karachi, helping Pakistani D2C brands scale by fixing backend logistics (RTO reduction), optimizing frontend conversions (CRO), and dominating AI search (GEO). Real ops experience, built for Pakistan's market.
Every service is designed around how Pakistani D2C brands actually operate and bleed margin — not copied from Western playbooks.
Stop bleeding margin on return-to-origin deliveries. Courier reconciliation, pre-dispatch verification flows, and COD order capping — backed by real experience managing 50,000+ orders.
Turn more of your existing Pakistani traffic into buyers. UX audits, product page optimization, checkout flow analysis, and A/B testing to maximize revenue without increasing your ad spend.
Rank your D2C brand on Google. Technical SEO, on-page optimization, and content architecture built around how Pakistani shoppers actually search — including Urdu and transliterated queries.
Appear when Pakistani customers ask ChatGPT, Perplexity, Gemini, or Claude about your product category. The next frontier of brand discovery in Pakistan — and almost nobody here is doing it yet.
Get your Pakistani brand cited in AI-powered answer boxes, Google featured snippets, and voice search results. Capture high-intent queries before customers reach your competitors.
Improve click-through rates across Google search, email, and social media. Schema markup, meta optimization, and rich snippet strategy to make your listings impossible to ignore.
Interactive micro-assets built specifically for Pakistani D2C founders to calculate real landed shipping costs, required ad ROAS, and discount unit margins.
Calculate true landed shipping costs across TCS, Trax, Leopards, PostEx, and CallCourier, factoring in fuel adjustment surcharges (FAS), GST, and COD handling commissions.
Open Courier Calculator ↗Standard formulas don't work in Cash on Delivery markets. Determine your real required target ROAS by accounting for dispatch costs, reverse transit penalties, and high RTO rates.
Open ROAS Calculator ↗Simulate promotional events and flash sales. Find out the exact volume lift required to maintain your gross profit before running Blessed Friday or Eid discounts.
Open Margin Calculator ↗
Most marketers only know how to spend ad budget. As a dedicated e-commerce growth consultant in Karachi, my edge comes from working inside Pakistan's largest logistics operations — managing last-mile delivery, courier reconciliation, and RTO reduction at brands like J. Junaid Jamshed and ZELLBURY. I fix your frontend to convert, and I optimize your backend to protect profit.
Ongoing client engagements — covering full-stack e-commerce optimization, SEO, and digital growth.
A Karachi-based retail business supplying glass and furniture products and services to both companies and individual customers. A multi-year engagement covering the brand's complete digital presence.
My role: End-to-end website optimization, ongoing SEO/AEO content scaling, and digital advertising management — focusing heavily on high-ticket B2B lead generation.
Visit glassandfurniture.com ↗A D2C brand for infant clothing and baby care products, with plans to expand into maternal health and maternity clothing. Currently moving to a new platform to support scale.
My role: UX optimization, digital growth strategy, and infrastructure scaling to reduce checkout friction ahead of major product line expansions.
Visit aelefant.com ↗I'm documenting the full journey of scaling Glass & Furniture and Aelefant. Operations, SEO, mistakes, and wins — all on camera.
Short videos showing the real behind-the-scenes of growing Pakistani brands — SEO audits, RTO crises, delivery failures, wins, and what actually drives e-commerce growth. No fluff. No vanity metrics. Just real operations, documented.
Watch on Instagram ↗Raw, unedited operations — the kind I execute for paying clients, documented for free.
Pakistani e-commerce is growing fast, but there's almost no content showing how growth strategy actually works inside a real Pakistani brand — the logistics issues, the COD dynamics, the last-mile chaos. I want to change that. And if you're a brand that wants me to document your journey too — let's talk.
Want your brand featured? WhatsApp me ↗Content Assets & Breakdowns
A library of real content assets, e-commerce blunders, and UX teardowns written for live client sites—proving how we capture high-intent search traffic.
An example of high-intent content scaling. Stone feels solid. Put them together, and you get furniture that feels grounded without making the room look heavy. That's why glass and stone furniture… Read more →
What I'd Actually Buy (And What I'd Skip) key take points: Most people don't regret buying glass furniture. They regret buying the wrong piece. I've seen… Read more →
Rewritten Content for CRO: Most people think a small room needs tiny furniture. From what I've seen, that's usually the wrong approach. The real issue isn't the… Read more →
Small spaces don’t always need less furniture—they need furniture that looks lighter. In a tight living room, you can fit a sofa, coffee table, side… Read more →
Many e-commerce businesses focus on growth while ignoring the mistakes that quietly reduce profits. The most common issues I see are: 1. Poor audience… Read more →
Consistent presence across every major platform where clients and search engines look.
Common questions about e-commerce operations, CRO, GEO, and working with Ghulam Murtuza.
An e-commerce growth strategist in Karachi like Ghulam Murtuza focuses on full-funnel optimization for Pakistani D2C brands. This includes scaling high-intent traffic via SEO and GEO, fixing frontend conversions via CRO, and protecting profit margins by reducing RTO and optimizing last-mile delivery operations.
After analysing 50,000+ orders at a leading Pakistani fashion D2C brand, Ghulam Murtuza identified the root causes of high RTO and implemented operational fixes: address verification at checkout (−22% RTO), pre-delivery confirmation calls (−15% RTO), and COD order capping (−18% RTO). Combined with courier reconciliation, this protected millions in reverse logistics costs.
Generative Engine Optimization (GEO) is the process of optimizing your brand so it gets cited by AI search engines like ChatGPT, Perplexity, Gemini, and Claude. When a customer asks "best furniture brands in Karachi" in ChatGPT, GEO determines whether your brand is recommended. It is currently the highest-ROI, lowest-competition discovery channel in Pakistan.
Yes. GMurtuza E-Commerce Growth specializes in Conversion Rate Optimization (CRO) for WooCommerce and Shopify setups. This involves removing checkout friction, optimizing product pages, and improving UX to increase revenue without needing to spend more on Facebook or Google ads.
SEO (Search Engine Optimization) gets your brand ranking on Google's traditional results. AEO (Answer Engine Optimization) gets your brand featured in Google's answer boxes and featured snippets. GEO (Generative Engine Optimization) gets your brand cited in AI-generated answers from ChatGPT and Claude. A complete growth strategy covers all three.
Let's work together
Ready to scale? Whether you need to fix your high RTO rate, optimize your checkout for conversions (CRO), or dominate AI search (GEO) — let's talk. Based in Karachi, serving brands across Pakistan remotely and in person.
WhatsApp me now ↗