In recent years, Pakistan’s fashion industry has undergone a significant transformation. While traditional attire like shalwar kameez and sarees remains at the heart of local culture, the way Pakistanis shop for fashion has rapidly evolved—shifting from brick-and-mortar stores to digital platforms. E-commerce in Pakistan, particularly in the fashion sector, has seen exponential growth, driven by improved internet penetration, smartphone access, a growing youth population, and increasing digital literacy.
Let’s explore the key trends shaping Pakistan’s fashion e-commerce landscape, the cultural nuances influencing consumer behavior, and what lies ahead for this dynamic sector.
Online shopping in Pakistan was once viewed with skepticism. Concerns about product quality, delayed deliveries, and payment frauds kept many consumers at bay. But that’s changing. According to industry estimates, Pakistan’s e-commerce market surpassed $7 billion in 2023, and fashion accounts for a major chunk of this growth.
Several factors contribute to this surge:
Digital access: With over 190 million mobile connections and growing 4G coverage, a vast segment of the population can now browse, compare, and shop from the comfort of their homes.
COVID-19 acceleration: The pandemic played a key role in pushing people online. With stores closed and safety concerns at a high, both consumers and retailers turned to e-commerce as a necessity.
Youth demographic: Over 60% of Pakistan’s population is under 30. This digitally savvy generation is more open to new experiences and is shaping the way fashion is bought and sold.
Several local platforms have gained traction and trust among Pakistani consumers:
Daraz is Pakistan’s largest e-commerce marketplace. Initially known for electronics and household goods, its fashion category has grown rapidly. With local and international brands listed, flash sales, and easy returns, Daraz appeals to the masses.
Many prominent fashion brands have launched their own e-commerce stores. Khaadi’s website, for example, is as visually appealing as it is user-friendly, offering everything from prêt wear to luxury unstitched fabric.
Social media-based selling is a major trend. Many small-scale designers and home-based entrepreneurs use Instagram and Facebook to showcase collections, engage with followers, and take orders via DM or WhatsApp.
Over 70% of online purchases in Pakistan are made via smartphones. Fashion brands now prioritize mobile-optimized websites and apps to enhance user experience, with easy navigation, visual product previews, and instant chat support.
Young consumers are blending traditional and Western elements. Kurtas paired with jeans, or fusion pieces with bold prints and cuts, are in vogue. Online stores are offering curated collections catering to this hybrid style.
While unstitched fabric continues to dominate (thanks to its cultural significance and affordability), there is a visible shift toward stitched and prêt wear among urban consumers seeking convenience.
From fashion bloggers to TikTok stars, influencers play a huge role in shaping buying decisions. Collaborations between brands and digital influencers result in real-time product visibility and credibility.
Some top-tier platforms are experimenting with AI to recommend outfits based on browsing history. This personalized approach enhances customer satisfaction and boosts sales.
Despite impressive growth, the Pakistani fashion e-commerce space has its challenges:
Timely delivery remains a concern, especially in remote areas. While companies like TCS and Leopards Courier have improved their logistics game, inconsistencies still exist.
Nearly 80% of fashion purchases are still made through COD. While this builds trust, it also poses risks for sellers—ranging from fake orders to last-minute cancellations.
Though return policies have become more flexible, the process is still far from seamless. Many customers hesitate to buy high-end items online due to fear of hassle if the product doesn’t fit or meet expectations.
Although internet access has increased, not all users are familiar with navigating websites, applying discount codes, or using mobile wallets. More efforts are needed to educate and simplify digital transactions.
Fashion in Pakistan is deeply tied to cultural and religious norms. Buying behavior is often influenced by festivals, weddings, and seasonal shifts.
E-commerce sites witness massive traffic surges before Eid and during wedding seasons. Many brands release special collections with heavy embroidery, festive colors, and luxury fabrics tailored for these events.
There's a growing demand for modest yet trendy attire. Brands like Sapphire and Maria B have adapted to these needs by offering longer hemlines, full-sleeve designs, and hijab-friendly outfits—all available online.
Women dominate fashion e-commerce in Pakistan, not only in purchasing but also in entrepreneurship. Many female-led businesses now sell abayas, jewelry, and accessories from home using social platforms as virtual stores.
Environmental awareness is slowly seeping into Pakistan’s fashion consciousness. While not yet mainstream, some niche e-commerce brands are championing ethical practices:
Use of organic cotton
Minimal packaging
Recycled or upcycled fabrics
Made-to-order models to reduce waste
Consumers, particularly those in metropolitan cities like Lahore, Karachi, and Islamabad, are beginning to value transparency and ethical sourcing.
To facilitate e-commerce growth, the Pakistani government has introduced the E-commerce Policy Framework which aims to:
Improve digital infrastructure
Promote exports via digital channels
Ensure consumer protection
Enable digital payment systems
While the policy is a step in the right direction, its full impact is yet to be realized. Taxation clarity, easier licensing for online businesses, and cybersecurity measures remain areas that require stronger action.
With AR technology becoming more accessible, some fashion retailers may introduce virtual try-on features—allowing users to see how clothes look on them before buying.
As connectivity improves in rural areas, brands are targeting previously untapped markets. Simplified interfaces, regional language options, and offline payment mechanisms will be key.
Young entrepreneurs are launching fashion-focused tech startups offering services like virtual fitting rooms, AI-based fashion stylists, and even blockchain-based authentication for designer wear.
Pakistani fashion has a strong appeal among South Asian diaspora. Several brands are now shipping internationally, and e-commerce allows them to market directly to overseas customers in the US, UK, and the Middle East.
Pakistani fashion e-commerce is not just a commercial trend—it’s a cultural shift. The fusion of traditional aesthetics with digital convenience has unlocked new possibilities for buyers and sellers alike. While challenges persist, the progress made in just a few years is nothing short of remarkable.