Over the last decade, Pakistan has seen a rapid digital transformation. Among the most significant developments is the rise of online shopping, especially in the clothing and fashion industry. With increasing internet penetration, better smartphone accessibility, and the growth of social media platforms, online clothes shopping in Pakistan has become a lifestyle trend—reshaping how Pakistanis, especially the youth, shop for clothes.
In this article, we’ll dive deep into the journey of online clothing shopping in Pakistan, its key players, the challenges faced by the industry, consumer behavior, and what the future holds.
Pakistan has a rich culture when it comes to fashion. From vibrant traditional wear to modern Western-style apparel, clothing plays a significant role in everyday life, religious occasions, weddings, and seasonal transitions.
Traditionally, shopping for clothes was all about visiting bustling bazaars, haggling with shopkeepers, and spending hours selecting just the right piece of fabric or outfit. Cities like Lahore, Karachi, and Islamabad are famous for their markets like Liberty, Zainab Market, and Centaurus Mall.
But with changing times, busy lifestyles, and the emergence of e-commerce platforms, consumers began looking for convenience and variety online. That’s how the trend of online shopping for clothes started gaining momentum in Pakistan around 2012-2015.
The real boost came between 2016 to 2020, as more brands started investing in their own websites and third-party marketplaces. Internet penetration increased, particularly due to the introduction of 4G and affordable smartphones. This allowed people even in remote areas to explore online stores.
Today, some of the top online platforms for clothes in Pakistan include:
Once famous for electronics, Daraz has now become a go-to platform for clothes, offering both branded and unbranded attire. With features like DarazMall, seller ratings, return policies, and mega sales like 11.11 and Black Friday, it revolutionized how people shopped online.
Big local brands such as Khaadi, Gul Ahmed, Junaid Jamshed (J.), Bonanza Satrangi, and Sapphire launched their own websites, allowing customers to order directly. These brands offer everything from unstitched fabric to ready-to-wear casual and formal wear, making them highly popular among women and men alike.
Instagram and Facebook-based stores have also seen exponential growth. Many home-based businesses and boutique owners display their clothing lines through social media pages, offering delivery services through TCS or Leopards Courier. This segment particularly thrives in categories like luxury pret, girls party dresses, bridal wear, and custom-made dresses.
Probably the biggest factor. In a fast-paced world, especially in urban cities, people find it easier to browse catalogs and order clothes online rather than spend hours in traffic and crowded markets.
Online stores allow access to diverse styles and multiple brands in one place. You can easily compare prices, view the latest collections, and choose according to your budget—all without stepping out of your house.
Online platforms are notorious (in a good way) for offering flash sales, discounts, and bundle offers, especially around Eid, Independence Day, and the wedding season. This lures a lot of price-conscious Pakistani shoppers.
While not perfect, many platforms now offer reviews and ratings. This helps customers make more informed decisions—especially when shopping for unknown brands.
Pakistanis love lawn fabric, especially during the scorching summers. Every year, a "lawn war" begins as brands launch their collections. Online pre-bookings, lookbooks, and exclusive digital launches have made this a major revenue stream.
Working women, students, and even men now prefer stitched suits or casual wear that can be worn right away. This segment has seen a huge boost post-COVID, as more people started working and studying from home.
Young consumers, especially in big cities, have shown increasing interest in Western fashion—t-shirts, jeans, jumpsuits, and skirts. Brands like Outfitters, Mantra, Breakout, and One have capitalized on this demand.
Instagram-based designers have taken this niche to another level. From made-to-order lehengas to customized sherwanis, people now trust online sellers even for their big day outfits, thanks to high-quality visuals and reviews.
While the industry is growing, it’s not without its hiccups.
Clothing sizes in Pakistan vary greatly from brand to brand. A medium in one brand may be a large in another. Since you can't try clothes on before buying, size mismatches are common, leading to dissatisfaction.
Many customers complain that what they saw online is not what they received—whether it's color, fabric, or stitching quality. This problem is especially common with Facebook or Instagram pages with no brand recognition.
Although larger platforms have better policies now, many local sellers don’t offer returns or exchanges, creating trust issues. Some charge additional money for this service, which discourages customers.
Especially during mega sales or festive seasons like Eid, deliveries can get delayed, sometimes up to a week or more. This can ruin plans, especially when people are buying outfits for a specific event.
Unfortunately, there are still fake online clothing pages that collect money via Easypaisa or JazzCash and disappear. This makes consumers wary and slows trust-building in the ecosystem.
Technology is slowly improving the online clothes shopping experience in Pakistan.
Augmented Reality (AR): Some brands are exploring virtual try-ons for accessories and makeup. If applied to clothes, this could solve size/fit concerns in the future.
Mobile Apps: With nearly every major clothing brand launching mobile apps, the shopping experience is becoming smoother and more personalized.
AI-Based Recommendations: Platforms like Daraz use algorithms to suggest clothes based on previous purchases, searches, and regional trends.
The COVID-19 pandemic acted as a major catalyst for e-commerce in Pakistan. Lockdowns, mall closures, and safety concerns forced even the most reluctant consumers to try online shopping.
Brands that had strong digital presences thrived during this period. Many others rushed to launch their websites, improve UI/UX, and build courier partnerships. The consumer base grew from urban elites to middle-class families in Tier-2 and Tier-3 cities.
The future looks bright and digital. According to the Pakistan Telecommunication Authority (PTA), internet users in Pakistan crossed 125 million by 2024. With the youth population so dominant, online clothing shopping is set to become even more mainstream.
Here’s what we can expect:
More local and sustainable brands entering the scene.
Improved logistics and same-day delivery in major cities.
Global shipping from Pakistani designers, reaching the diaspora.
Stronger digital payment systems for a safer checkout experience.
Online shopping for clothes in Pakistan has evolved from a novelty to a necessity for many. Whether you're ordering a lawn suit in Bahawalpur, a kurta in Peshawar, or a bridal dress in Karachi, the convenience and variety of online platforms have brought the fashion bazaar to your fingertips.
Yes, challenges remain—particularly in quality control and logistics—but with growing competition, smarter customers, and better technology, these gaps are slowly being addressed.
The future of clothing retail in Pakistan is hybrid: a mix of online ease and offline experience. But one thing is certain—the digital fashion revolution is here to stay.