In recent years, Pakistan has witnessed a remarkable shift in the way people shop. Traditional brick-and-mortar stores are still around, but the convenience and variety offered by online shopping have started to reshape consumer behavior. With increased internet penetration, the proliferation of smartphones, and a young tech-savvy population, online shopping in Pakistan is no longer a novelty—it’s a thriving industry. This article delves deep into the landscape of online shopping in Pakistan, its evolution, challenges, key players, and future prospects.
The journey of e-commerce in Pakistan started modestly in the early 2000s. Initially, online shopping was limited to a few websites selling books, electronics, and apparel. Due to a lack of trust in digital payments, logistical limitations, and limited internet access, the growth was slow and inconsistent.
However, the scenario began to change rapidly around 2014, as mobile internet became more accessible through 3G and 4G networks. By 2020, Pakistan had over 90 million internet users, and the COVID-19 pandemic further accelerated the shift toward digital platforms. With physical stores closed during lockdowns, people turned to online retailers for everything from groceries to gadgets.
Today, online shopping has become an integral part of urban life in Pakistan, and is steadily gaining traction in rural areas as well.
Several factors have contributed to the popularity of online shopping in Pakistan:
Shopping from the comfort of your home, especially in cities like Karachi, Lahore, and Islamabad where traffic can be a nightmare, is a major advantage. You can order a mobile phone, a dress, or even groceries at midnight and have them delivered to your doorstep.
Online stores offer access to a much broader range of products than most physical stores. Whether it's international brands, niche local items, or specialized electronics, everything is just a click away.
Online platforms frequently offer sales, bundle deals, and discount codes that aren’t always available in physical stores. Events like “Daraz 11.11” and “Black Friday” have become major shopping festivals in Pakistan.
One of the main reasons for the growth of online shopping in Pakistan is the widespread availability of Cash on Delivery. Since many people are still wary of digital payments, COD bridges the trust gap between buyer and seller.
Online platforms allow customers to leave reviews, which help other shoppers make informed decisions. This social proof element plays a significant role in building consumer trust.
The most popular categories in the online shopping space include:
Mobiles, laptops, accessories, and gadgets are among the top-selling items. Online platforms often offer better deals than retail stores, especially during sales events.
Brands like Khaadi, Gul Ahmed, and Sapphire have strong online presences. Independent sellers on platforms like Instagram and Daraz also thrive in this category.
Startups like GrocersApp, Pandamart, and Airlift (now shut down) have tried to revolutionize grocery delivery. Although the market is still evolving, there's a noticeable increase in online grocery shopping.
With influencers promoting products on YouTube and Instagram, cosmetics and skincare items have become hot sellers online.
Online retailers like Homeshopping.pk and Metro Online have made it easier to buy large items like air conditioners, refrigerators, and furniture without visiting stores.
Here are some of the major players in the online shopping industry:
Owned by Alibaba Group, Daraz is by far the most dominant e-commerce platform in Pakistan. It sells everything from electronics and clothing to groceries and home goods. Daraz's extensive logistics network and mobile app have made it a household name.
While not a traditional e-commerce store, OLX is widely used for buying and selling second-hand goods. It’s popular for electronics, vehicles, furniture, and even job postings.
A well-known electronics retailer, Telemart also offers fashion, health products, and accessories. It’s known for genuine products and a good reputation for customer service.
Owned by Hum Network, HumMart specializes in grocery items and aims to cater to households in Karachi and Lahore.
Many Pakistani brands now run their own online stores. For example, Khaadi, Nishat Linen, Outfitters, and Sapphire have robust e-commerce websites offering complete product catalogs and delivery services.
Despite impressive growth, online shopping in Pakistan still faces some serious hurdles:
Fraudulent sellers, fake products, and scams have created a general mistrust among consumers. Many buyers are still hesitant to pay in advance or use debit/credit cards online.
Outside major cities, delivery times can be slow and unpredictable. Some areas remain unserviceable due to logistical challenges.
There is little recourse for consumers if they receive defective products or don’t get what they ordered. Although some companies offer return policies, enforcement and consistency are often lacking.
While COD remains the preferred payment method, online payment systems are still underdeveloped. Many international platforms are not available, and integration of local systems is inconsistent.
A large portion of the population is still not comfortable navigating e-commerce websites or using digital wallets. This limits the potential market reach.
Social media has played a huge role in the rise of online shopping. Facebook, Instagram, and TikTok are not just platforms for entertainment but also for business. Many small-scale sellers operate exclusively through these channels, showcasing their products via photos and videos, and interacting directly with customers through messaging apps like WhatsApp.
Social commerce has also enabled cottage industries—home-based bakers, designers, artists, and tailors—to thrive without needing a physical store.
The Pakistani government has taken some initiatives to support the digital economy, including the E-Commerce Policy 2019 which aims to:
Promote financial inclusion
Support digital payment systems
Streamline customs and taxation for e-commerce
Encourage SMEs and freelancers
Furthermore, the State Bank of Pakistan and NADRA are working on biometric verification and digital wallet initiatives, which could ease online payments and build trust in the long term.
The future of online shopping in Pakistan is promising, with several emerging trends:
As smartphones become more affordable, a growing number of Pakistanis are accessing the internet primarily through their mobile devices. Apps like Daraz, Foodpanda, and Careem are leading this shift.
Many websites are incorporating AI-driven tools to enhance customer experience, like personalized recommendations, chatbots for customer service, and dynamic pricing algorithms.
Companies are beginning to explore BNPL models, allowing customers to pay in installments without credit cards—an ideal fit for the Pakistani market.
With increasing internet penetration, more rural consumers will come online. This untapped market presents a massive opportunity for e-commerce platforms.
As awareness around climate change grows, some companies are experimenting with sustainable packaging and eco-friendly delivery options to reduce carbon footprints.
Online shopping in Pakistan has come a long way from its humble beginnings. It is no longer just an urban trend but a nationwide movement transforming how people access goods and services. While challenges remain—ranging from infrastructure to digital literacy—the pace of growth, coupled with a young population and increasing digital adoption, signals a bright future for the industry.
As platforms evolve, customer service improves, and trust builds, Pakistan’s e-commerce landscape will likely mirror global trends and become a vital part of everyday life. Whether you're a consumer enjoying the convenience or an entrepreneur looking for opportunities, now is the time to engage with this digital revolution.