A Growing Trend That’s Here to Stay
A Growing Trend That’s Here to Stay
Shopping for clothes in Pakistan has always been more than just a necessity—it's a cultural experience. From trips to bustling bazaars to annual shopping sprees before Eid, buying clothes has been deeply woven into the fabric of daily life. But with the rise of digital connectivity, the shopping scene in Pakistan is evolving, and fast. Today, online dress shopping has become a major trend, changing how people—especially women—shop for fashion.
This article dives into the story behind the boom of online dress shopping in Pakistan, how it’s changing the fashion game, what challenges people face, and where the future might take us.
To understand the surge in online dress shopping, we need to first look at the bigger picture of e-commerce in Pakistan. With over 128 million internet users and a steadily growing smartphone user base, the country is quickly adapting to the digital world. Platforms like Daraz, HumMart, and Foodpanda may have led the charge in categories like electronics and groceries, but fashion hasn’t lagged behind.
According to reports from the Pakistan Telecommunication Authority (PTA), online shopping of baby clothing saw a massive boost during the COVID-19 pandemic, when lockdowns pushed even the most skeptical buyers toward e-commerce. But what was expected to be a temporary shift soon turned into a permanent behavior. Among all the product categories, fashion—especially dresses—took center stage.
Several factors are contributing to the increasing popularity of buying clothes online in Pakistan:
1. Convenience
Let’s be honest—going to the market isn’t always fun. Traffic jams, parking issues, crowded stores, and long queues at trial rooms can make the whole experience stressful. Online shopping eliminates all of that. With just a few taps on a screen, you can scroll through hundreds of outfits while lying in bed.
2. Variety
Local markets, no matter how big, are limited by space. Online stores? Not so much. Whether you're looking for a formal lawn suit, a bridal lehenga, or casual western wear, e-commerce platforms offer a huge range of choices—often from brands and designers based in different cities or even abroad.
3. Access to Brands
Smaller cities and rural areas in Pakistan often lack access to branded outlets. Online dress shopping bridges this gap. A young woman living in Bahawalpur can now easily order a dress from Sapphire, Khaadi, or Sana Safinaz without stepping out of her house.
4. Sales and Discounts
Online stores frequently offer discounts and flash sales that physical outlets don’t. With newsletter subscriptions and app alerts, shoppers can be the first to know when their favorite brand is offering a 50% off clearance sale.
5. Social Media Influence
Instagram and TikTok have played a major role in promoting online fashion. Many online dress stores in Pakistan operate solely through social media, posting daily updates, model shoots, and customer reviews. Influencers and celebrities also collaborate with these brands, giving them a further boost.
Pakistan’s online dress shopping market is vast and diverse. Here are some of the major players:
1. Branded Retailers with Online Presence
Brands like Khaadi, Gul Ahmed, Alkaram Studio, Limelight, and Sana Safinaz have robust e-commerce websites where you can browse new collections, choose sizes, and have your dress delivered to your doorstep.
2. Multi-brand Platforms
Websites like Daraz and Bagallery offer a mix of local and international fashion brands. These platforms are ideal for users who want to compare prices or try new labels.
3. Instagram Boutiques
There’s been a boom in home-based online clothing stores operating solely through Instagram and Facebook. From stitched kurtis to made-to-order bridal wear, these small businesses often cater to niche fashion needs and offer customization.
4. Designer Labels
High-end fashion designers like Maria B, Elan, Zainab Chottani, and HSY have stepped into the online space, allowing customers to browse their luxurious collections and place orders without ever entering a showroom.
As convenient as online shopping is, it’s not without its problems—especially in Pakistan. Shoppers frequently face the following issues:
1. Size and Fit Issues
Pakistani brands often have inconsistent sizing charts. What’s a “Medium” for one brand might be a “Large” for another. Without trying on the dress, it’s hard to be sure it will fit properly.
2. Quality Mismatches
“Expectation vs. Reality” memes exist for a reason. Many customers complain that the dress they receive looks nothing like the pictures—either in terms of fabric, color, or stitching quality.
3. Fake Pages and Scams
Because social media makes it easy to set up shop, scam pages also thrive. Some customers pay in advance and never receive their order, or receive a completely different product.
4. Delayed Deliveries
Courier services in Pakistan have improved, but there are still delays—especially during festive seasons or sales events.
5. Limited Return Policies
Unlike the West, where generous return and refund policies are standard, many Pakistani online dress stores have strict or non-existent return policies. This makes people hesitant to place orders, especially for expensive items.
While online dress shopping appeals to a wide demographic, the key drivers are:
Young women aged 16–35 who are comfortable with technology and want trendy, Instagram-worthy outfits.
Working professionals who don’t have time to visit physical stores.
Brides-to-be who explore online options for custom bridal wear or mehndi outfits.
People in small cities or abroad looking to access Pakistani fashion for cultural events or weddings.
Interestingly, the trend is no longer limited to the urban elite. Thanks to mobile banking and cash-on-delivery options, more and more middle- and lower-income households are also joining the online shopping wave.
One of the key enablers of online dress shopping in Pakistan is the rise in digital payment systems. While cash-on-delivery still dominates, mobile wallets like Easypaisa, JazzCash, and NayaPay are slowly gaining ground.
Additionally, better logistics and courier services like Leopard Courier, TCS, and BlueEx have made it possible for stores to promise (and often deliver) orders within 3–5 working days nationwide.
Many online dress shops are also using WhatsApp for order tracking, queries, and even live video call consultations—bringing a touch of in-store experience to the online world.
If you're new to buying clothes online in Pakistan, here are a few tips to ensure a smooth experience:
Read Reviews: Check comments, testimonials, or tagged photos before buying.
Understand the Size Chart: Measure yourself and match it with the chart provided.
Check Return Policy: Always read the fine print about returns, refunds, and exchanges.
Avoid Advance Payments on New Pages: Stick to cash on delivery unless you’re 100% sure.
Follow Trusted Influencers: Many influencers vet the brands they collaborate with, which can serve as a form of quality check.
The Cultural Shift
Online dress shopping is not just changing how we buy clothes—it’s changing how we think about fashion. In the past, people would visit tailors with fabric in hand. Today, many young Pakistanis—especially Gen Z—are embracing ready-to-wear and fast fashion. This shift is also redefining gender roles. Women who run home-based online boutiques are earning independently, while men are now also shopping for clothes online—especially western wear.
The future of online dress shopping in Pakistan looks promising. With more investments in e-commerce infrastructure, improved customer service, and growing consumer trust, it’s likely that the industry will only expand. Some expected developments include:
Virtual Try-On Tools: Augmented reality (AR) features allowing customers to try on dresses virtually.
AI Recommendations: Platforms using artificial intelligence to suggest outfits based on preferences and past purchases.
Sustainable Fashion Options: With rising awareness, more brands are likely to offer eco-friendly clothing.
Global Expansion: Pakistani online fashion brands may soon attract international customers from the diaspora looking for traditional outfits.
Online dress shopping in Pakistan is not just a trend—it’s a transformation. It has brought fashion to people’s fingertips, created new job opportunities, and changed the way we interact with clothing. While challenges remain, the benefits are undeniable. As long as customers stay cautious and brands remain committed to quality, the future of digital fashion in Pakistan looks not only bright but also beautifully stitched together.