The way Pakistanis shop has changed drastically over the past decade. Gone are the days when shopping was strictly a physical activity—navigating traffic, bargaining in bazaars, and hopping from store to store. Today, with just a few taps on a smartphone, a person sitting in a small town in Sindh or a bustling urban center like Lahore can order anything from groceries to gadgets. Welcome to the age of online shopping in Pakistan, a revolution quietly reshaping our habits, expectations, and economy.
Online shopping was once a novelty in Pakistan—something only the tech-savvy dared to try. But with growing internet penetration, smartphone affordability, and the rise of digital payment methods, it’s now become a mainstream activity.
According to the Pakistan Telecommunication Authority (PTA), over 125 million people in the country use mobile broadband, and with platforms like Easypaisa and JazzCash, even those without traditional bank accounts can participate in e-commerce. From 2017 to 2024, the country saw exponential growth in the e-commerce sector, with revenue climbing steadily each year. This momentum only intensified during the COVID-19 pandemic, when lockdowns forced businesses and customers to go online.
The online shopping scene in Pakistan is filled with local and international players. Each caters to different customer needs, offering everything from cheap deals to premium products.
Daraz is perhaps the most recognizable name in Pakistan’s e-commerce landscape. Acquired by Alibaba in 2018, Daraz has become the go-to marketplace for everything—mobile phones, clothing, home appliances,cheap kids clothes, and more. Its annual “11.11 Sale” is now a nationwide shopping festival.
These platforms focus more on electronics and gadgets. They’ve earned a good reputation for offering competitive prices and original products, especially smartphones, laptops, and smartwatches.
Both are general retailers offering a wide variety of items, including fashion, electronics, kitchen appliances, and cosmetics. Goto also has a strong presence in household goods.
These platforms have revolutionized the way Pakistanis shop for groceries and food. With a few taps, users can get their weekly grocery haul or a fresh meal delivered to their doorstep.
A major part of online shopping in Pakistan still happens through social media. Many small businesses, especially women entrepreneurs, use Instagram and Facebook to sell handmade jewelry, clothes, baked goods, and more.
What makes online shopping in Pakistan different from other countries? The local culture and economy have given it a unique twist.
One of the main reasons online shopping took off in Pakistan is the widespread use of cash on delivery. Given the general distrust in online payments, COD reassures buyers—they can pay only once they’ve received and inspected the product. Although this method poses challenges for sellers (like returns or fake orders), it remains the most preferred payment option.
In traditional Pakistani shopping, bargaining is an art. While this doesn't translate directly to online stores, people have learned to use product reviews and social media to “negotiate” indirectly—by reading customer feedback, watching unboxing videos, or messaging sellers for discounts.
Many online sellers now use WhatsApp to provide a personalized shopping experience. Customers can ask questions, confirm orders, or even negotiate prices, making it more interactive than typical Western-style online platforms.
Despite some challenges, the benefits of online shopping are undeniable:
The biggest selling point is convenience. No need to brave traffic, wait in long queues, or waste hours hopping between shops. With online shopping, everything is at your fingertips.
Online stores offer a much wider range of products than physical shops, especially in smaller cities. You can buy items from Karachi while sitting in Skardu.
Websites and apps allow instant price comparisons, helping customers make informed decisions. With frequent sales and promotions, good deals are just a click away.
Thanks to global e-commerce and international shipping options, Pakistanis now have access to brands and products that were previously unavailable.
Online platforms have democratized retail. Anyone with a smartphone and a product can start a business, reaching customers all over the country without needing a physical store.
While online shopping has come a long way, it’s not without issues.
One of the major concerns among consumers is the fear of fraud. From receiving fake products to getting scammed by social media sellers, many customers have had negative experiences. This erodes trust and discourages repeat purchases.
In some areas, especially rural regions, deliveries can be delayed or missed altogether. Courier services like TCS, Leopard, and BlueEx are improving, but logistics remain a weak link.
Unlike physical shopping, you can’t touch, feel, or try a product before buying. Sometimes, what you see on the screen isn’t what you get in the box. Many sellers use edited photos or misleading descriptions, leading to customer dissatisfaction.
While return policies exist, they are often hard to execute. Many customers avoid returning items due to the hassle, and some platforms don’t offer refunds at all.
Although smartphone usage is growing, a large portion of the population still doesn’t feel confident navigating e-commerce platforms. This gap limits the sector's full potential.
The future of online shopping in Pakistan looks promising. As internet access expands and digital payment systems become more trusted, more people are expected to shift online. Several key trends will define this evolution:
With most users accessing the internet via smartphones, mobile-friendly websites and apps will dominate. The future is mobile.
As more people adopt digital wallets, platforms like Easypaisa, JazzCash, and Sadapay will further integrate with shopping apps, making transactions smoother and more secure.
Voice search and AI assistants are slowly making their way into e-commerce. Imagine asking your phone to “order basmati rice” and having it done within seconds—this could be the norm in the next few years.
To truly succeed, platforms will have to localize their services—offering support in regional languages, understanding cultural nuances, and tailoring product suggestions based on local trends.
Stronger consumer protection laws and regulatory frameworks will encourage more people to shop online without fear. The government’s role in setting standards and monitoring online sellers will be critical.
The shift to online shopping isn't just about convenience—it’s reshaping our social and economic fabric.
Families are ordering groceries together from apps like GrocerApp.
Young women are starting home-based fashion brands via Instagram.
Small businesses in remote towns are shipping products across Pakistan.
It’s also redefining aspirations. A girl in Bahawalpur no longer feels limited by local availability—she can now buy the same makeup or clothes as someone in Karachi. Access is becoming more democratic.
Here are some tips to make the most of your online shopping experience:
Check reviews before buying.
Compare prices on multiple platforms.
Prefer reputed sellers or platforms with a return policy.
Use cash on delivery if you're unsure about a seller.
Be cautious on Instagram/Facebook sellers; verify authenticity before paying in advance.
A Click into the Future
Online shopping in Pakistan is more than a trend—it’s a transformation. While there are bumps on the road, the direction is clear: Pakistan is moving toward a more digital, inclusive, and connected retail experience.
As platforms evolve, payment systems become safer, and people become more tech-savvy, the market is bound to grow. What started as a risky venture has now become a daily habit for millions.