In the past decade, Pakistan has witnessed a digital shift that no one could have imagined twenty years ago. Among the most significant transformations has been the way people shop for clothes. With smartphones in almost every hand and social media apps like Facebook, Instagram, and TikTok flooding with advertisements, online clothing stores have carved a strong presence in the country. But what truly made this eCommerce boom possible? One phrase: Cash on Delivery—or, as we call it, COD.
Today, from the bustling streets of Karachi to the remote corners of Gilgit, Pakistanis are Ordering clothes online with just a few taps on their screens, and paying for them only when the package arrives. This article explores the growing popularity of cash on delivery clothes in Pakistan, the trust it builds, the challenges it faces, and the promising future it holds for fashion lovers and retailers alike.
Let’s start by looking at the big picture. Pakistan's population is over 240 million, and nearly half of it is under 30. With increasing internet penetration and affordable mobile data packages, a digital-savvy population has emerged—one that is comfortable scrolling through online stores, comparing prices, and following influencers for fashion inspiration.
But for many years, there was a barrier to online shopping: trust. Most people didn’t feel comfortable entering credit card information on websites or transferring money to bank accounts. Stories of scams, wrong deliveries, and poor quality items didn’t help either. That’s where cash on delivery came in as a game-changer.
There’s a reason why COD became the backbone of online fashion shopping in Pakistan. Here’s why shoppers love it:
In a country where digital scams and payment frauds are not uncommon, people naturally hesitate to pay upfront for something they haven’t seen. COD gives them peace of mind—they can inspect the parcel before handing over the money.
A large portion of Pakistan’s population does not have credit cards or online banking access. With COD, anyone with a smartphone and an address can shop online, no bank account needed.
For many shoppers, especially housewives, students, and working professionals, COD offers a simple process: order online and pay when the product is at your doorstep. No need to navigate complex online payment gateways.
While COD doesn't literally mean you can try before you buy, many sellers allow returns or exchanges. So shoppers feel a little safer knowing they’re not stuck with something they don’t like.
Fashion is a fast-moving industry. Trends change overnight. And Pakistani shoppers love to stay on trend—whether it’s the latest lawn collection or a viral kurti design from TikTok.
By offering COD, clothing brands—especially online-only brands and Instagram boutiques—have managed to build massive customer bases. Here’s how COD helped them:
Expanded Reach: From major cities to small towns, brands can now sell nationwide without needing a physical store.
Impulse Buying: Since people don’t need to go through the hassle of online payment, many end up placing orders on a whim, boosting sales.
Trust Building: New brands that offer COD build instant trust. Customers are more likely to give a new business a chance when they know they don’t have to pay upfront.
The COD clothing trend is driven by a mix of customer types:
Urban Millennials and Gen Z: They follow fashion trends, influencers, and brand pages. For them, fashion is identity.
Working Women: With limited time to go shopping in markets, online stores are a lifesaver.
Men and Teens: Men's fashion has caught up quickly, especially for casual wear and sneakers. Teens, on the other hand, often use parents’ phones to shop what they see on social media.
Rural Customers: Thanks to cash on delivery and logistics services reaching remote areas, even those in villages and smaller towns can order trendy clothes.
Social Media’s Role in COD Clothing Sales
If COD is the heart of online clothing sales, social media is the brain. Platforms like Facebook and Instagram have become digital storefronts for clothing sellers.
Facebook Marketplace is full of sellers offering trendy kurtis, co-ords, and unstitched lawn suits with captions like “COD all over Pakistan!”
Instagram boutiques promote their designs using influencer collaborations, reels, and customer feedback posts.
TikTok has taken it further. Viral fashion videos showing before-and-after looks or “what I ordered vs what I got” generate massive traction and drive traffic to stores.
Most sellers post a WhatsApp number or direct message option, along with the comforting note: “Cash on Delivery Available”—which, in Pakistan, is often the final push a buyer needs to place an order.
While COD has fueled the online clothing boom, it’s not without its downsides. Sellers, in particular, face several challenges:
Customers sometimes refuse parcels, especially if they change their mind or don’t answer calls. This increases logistics costs and reduces profits for sellers.
Unlike online payments, where money is received instantly, COD payments are delayed. Courier companies take several days to remit funds to sellers.
Fake orders with incorrect addresses or prank calls are a recurring headache for businesses.
COD businesses rely heavily on third-party delivery services like TCS, Leopard, and Trax. Delays or damages during transit can hurt reputation.
Despite these issues, most sellers still prefer offering COD because the volume of orders it brings is worth the trade-offs.
Several homegrown brands have built solid reputations and customer bases using COD as their primary payment method:
Kapray Corner: An Instagram brand offering affordable daily wear with free shipping and COD all over Pakistan.
Outfitters and Limelight: Established fashion retailers who also offer COD via their official websites.
Generation and Khaadi: While these brands have integrated digital payment options, COD remains available and popular.
Small TikTok Boutiques: New-age sellers using viral content and COD to quickly grow their follower base and sales.
The Courier Companies Behind the COD Boom
Clothing eCommerce would be nowhere without the support of logistics companies. Over the years, courier services in Pakistan have evolved to support COD with features like:
Real-time tracking
Cash collection and remittance
Return and exchange pickups
Nationwide delivery networks
Names like Leopards Courier, TCS Hazir, BlueEx, CallCourier, and newer players like PostEx and Trax are key enablers of the COD revolution.
If you love shopping online using COD, here are a few tips to make it smooth and hassle-free:
Order from trusted pages: Check reviews, follower count, and customer feedback.
Give accurate contact info: Make sure your address and phone number are correct to avoid missed deliveries.
Inspect before you pay: Most couriers allow you to check the package. Use that opportunity.
Don’t ghost the courier: If you changed your mind, inform the seller politely. It helps avoid losses.
Support good sellers: Leave a review or tag them if you liked the service—it helps local businesses grow.
What’s Next for COD and Online Clothing?
The future looks promising. While digital payments are slowly growing, COD will remain dominant in Pakistan for at least the next five years. However, some shifts are expected:
Hybrid Models: Brands may offer discounts for prepayments to reduce COD costs.
Improved Return Policies: Flexible returns and exchanges will increase customer confidence.
Technology Integration: From automated WhatsApp bots to AI-based customer support, sellers are upgrading their systems.
Fashion Personalization: Online stores will use data to offer personalized clothing suggestions.
Ultimately, cash on delivery is more than a payment method—it’s a trust-building bridge between online fashion retailers and Pakistani customers.
Cash on Delivery has truly democratized fashion shopping in Pakistan. It has brought branded and trendy clothes within reach of millions who might have otherwise never shopped online. Whether it’s a college student buying a budget-friendly top or a bride-to-be ordering her designer dress from Lahore, COD has made it all possible.