eCommerce in Pakistan has immense scope and potential. Despite challenges, the sector is poised for significant growth, with local businesses and government support playing a pivotal role. As digital literacy and infrastructure continue to improve, eCommerce is set to become an integral part of Pakistan’s retail landscape, offering convenience and choice to consumers across the country

1. Land of
Opportunities -
Pakistan &
Ecommerce
Mudassir Saleem Malik
CEC Member: P@SHA
Chair: Industry Engagement &
Startup Committee

2. Ecommerce
Market Size in
Pakistan
• The ecommerce market in
Pakistan has been growing
steadily over the years.
• Another opportunity for the e-commerce
industry is the growing middle-class sector
in Pakistan which is expected to reach to
100M by 2030 as reported in a survey run
by McKinsey & Company. This will provide
a customer base with greater purchasing
power and have more disposable income.
Source: Pakistan Ecommerce Association

3. Key Players in the
Pakistani Ecommerce
Industry
• Daraz
• Careem
• Uber
• Olx
• Pakwheels
• FoodPanda
• Airlift Express
• Swvl
• Bagallary
Source: Market Research Report 2023

4. Our Audience !
Source: Ecommerce Trends Survey & ECBD
Popular ecommerce categories in Pakistan include
electronics, fashion, and home appliances.
Hobby & Leisure is the largest market and
accounts for 24.2% of the Pakistani eCommerce
revenue. It is followed by Electronics with 22.9%,
Fashion with 18.3%, Furniture & Homeware with
11.3%, Care Products with 8.3%, DIY with 7.8%,
and Grocery with the remaining 7.2%.

5. Ecommerce
CheckOuts Trends in
Pakistan
• Mobile commerce (m-commerce) is on the
rise, with a significant increase in mobile
shopping apps.
• Cash on delivery (Cash on delivery)
covering the largest share with 93.9% of all
online stores checked. Other offered
payment methods in the Pakistani
eCommerce market in 2022 are VISA
(Cards) with 67.8%, Mastercard (Cards)
with 64.3%, and Bank transfer/cash in
advance (Bank transfer) with 58.3%.
Source: Consumer Behavior Analysis

9. Online Shopping Behavior
of Pakistani Consumers
• Pakistani consumers prefer cash on
delivery (COD) payment method for
online purchases.
• Digital Payment Solutions: Mobile wallets, digital
banking, and fintech startups are making it easier
and more secure for consumers to make online
transactions. This shift towards digital payments is
making eCommerce more convenient and efficient.
Source: Industry Challenges Report

10. Challenges and
Opportunities
• Challenges include logistical issues, while
opportunities include expanding into
untapped markets.
• Digital Literacy: A significant portion of the
population still lacks digital literacy, limiting the reach
of eCommerce platforms.
• Payment Methods: Limited access to digital payment
methods, such as credit cards and digital wallets, is a
hurdle for eCommerce adoption.
• Logistics and Infrastructure: Ensuring timely and
reliable delivery in a country with diverse geographical
and infrastructural challenges can be difficult.
• Trust and Security: Building trust and ensuring the
security of online transactions remains a concern for
both consumers and businesses.
Source: Future Projections Study

11. Future Projections
Source: Ecommerce Conclusion Report and Flare
The ecommerce market is projected to grow by
15% annually for the next five years.
• Local eCommerce.
• Government Initiatives
• Mobile Commerce (mCommerce)
• Rural Expansion:
• Investment

12. Conclusion
eCommerce in Pakistan has immense scope and potential. Despite challenges, the sector is poised
for significant growth, with local businesses and government support playing a pivotal role. As
digital literacy and infrastructure continue to improve, eCommerce is set to become an integral part
of Pakistan’s retail landscape, offering convenience and choice to consumers across the country