Pakistan’s e-commerce industry continues its upward trajectory, recording a revenue of $5.2 billion in 2023 and securing the 46th spot globally. As internet penetration increases and digital adoption expands, Pakistan’s online marketplace is evolving across diverse sectors.
Industry Breakdown by Category:
- Consumer Electronics: One of the top-performing categories, with customers actively purchasing smartphones, gadgets, and home appliances online.
- Fashion and Apparel: A major segment fueled by a youthful population and the popularity of local and international fashion brands.
- Food and Groceries: Online grocery platforms like Foodpanda and Cheetay are meeting urban demand for convenience and quick delivery.
- Vehicles: Platforms such as Famewheels and PakWheels have become go-to destinations for buying and selling new and used vehicles.
- Classifieds: OLX remains a strong player in the classifieds space, enabling users to trade items ranging from electronics to furniture.
- Computers and IT: With the rise of freelancing and remote work, sales of laptops, accessories, and software are steadily increasing.
- Financial Services: Online banking, digital wallets, and fintech platforms are reshaping how people manage their finances.
- Education and Counseling: E-learning platforms and virtual counseling services are becoming mainstream, especially post-COVID.
- Real Estate: Portals like Zameen are driving digital real estate transactions and property searches across the country.
Leading E-commerce Platforms in Pakistan:
- Daraz: Pakistan’s largest online marketplace offering a broad range of products and regular sales events.
- OLX: A user-driven platform for buying and selling second-hand goods.
- Shophive: Known for electronics and household products.
- Naheed Super Market: A leading online grocery store delivering essentials to doorsteps.
- Famewheels: A dedicated automotive e-commerce portal specializing in vehicle transactions.
Key Trends in the E-commerce Landscape:
- Mobile Commerce: With over 75% of online businesses focusing on mobile-first strategies, the growth of 3G/4G services and affordable smartphones has transformed how people shop online.
- Digital Payments: While cash-on-delivery still dominates, digital payment adoption is accelerating. Initiatives like “Raast”, a digital payment system launched by the State Bank of Pakistan, are boosting trust and efficiency in online transactions.
Pakistan’s e-commerce sector is at a pivotal point. Continued investment in digital infrastructure, secure payment systems, and logistics will further unlock the market’s vast potential in the years ahead.
