Over the past decade, Pakistan’s fashion industry has undergone a transformative journey, one that's reshaping not just wardrobes but also shopping behaviors. At the heart of this evolution lies e-commerce — the digital force that has revolutionized the way Pakistanis discover, buy, and experience fashion.
From bustling marketplaces like Daraz and Bagallery to homegrown designer boutiques making waves on Instagram, the Pakistani fashion e-commerce scene is vibrant, fast-paced, and increasingly sophisticated. This article explores the key trends driving the growth of online fashion in Pakistan and what they mean for consumers, entrepreneurs, and the industry at large.
It wasn't too long ago that shopping for clothes in Pakistan meant weekend visits to the local bazaar or mall. That experience is far from extinct, but online shopping has carved out a massive space, especially in urban centers like Karachi, Lahore, and Islamabad.
The shift started gradually, but two factors accelerated it:
Smartphone penetration: With affordable mobile internet and smartphones becoming more accessible, Pakistan saw an explosion in mobile-first internet users.
COVID-19 pandemic: Lockdowns forced consumers to go digital, even for clothing — a category previously dominated by physical touch and feel.
Today, many consumers begin their fashion journey on their phones, whether scrolling through Instagram boutiques or browsing the latest collections on Crescent, Sana Safinaz, or Generation’s websites.
In Pakistan, Instagram and Facebook are more than social platforms — they're digital storefronts. Thousands of fashion brands, especially smaller and newer labels, have found success by selling directly through social media.
Low barrier to entry: Entrepreneurs can launch a clothing line with minimal investment — a smartphone, a few designs, and a social media page.
Visual appeal: Instagram’s image-driven nature suits fashion perfectly. Brands showcase new collections with styled shoots, reels, and influencer collaborations.
Direct customer interaction: Consumers can comment, message, and even place orders directly — skipping e-commerce platforms altogether.
Brands like Outfitters, Khaadi, and Beechtree have polished social media strategies, but it's the smaller players — the home-based designers and embroidery houses — that have truly democratized online fashion retail.
Pakistani fashion has always thrived on its cultural richness — think embroidered kurtas, handwoven dupattas, and vibrant prints. In the digital age, this traditional aesthetic is not only preserved but also reimagined.
Pret wear with ethnic twists: Ready-to-wear outfits with hand embellishments or indigenous prints are hot sellers.
Contemporary modest fashion: Flowy silhouettes, abayas with a modern touch, and hijab-friendly designs have seen massive demand.
Minimalist eastern wear: Brands like Sapphire and Zaha cater to young professionals seeking style with simplicity.
Online platforms offer a diverse mix of these styles, allowing customers to filter by fabric, price, occasion, and even regional embroidery.
If there's one group shaping fashion choices online, it's influencers. The power of fashion bloggers and Instagram personalities in Pakistan is immense — and growing.
Influencers like Hira Attique, Momal Sheikh, and Waliya Najib frequently collaborate with fashion brands to promote seasonal collections. These partnerships blur the line between advertising and personal recommendation.
For brands, the ROI on influencer marketing can be significant:
Reach: A single post can reach hundreds of thousands of potential buyers.
Trust: Audiences often trust influencers more than traditional ads.
Conversion: Influencers often generate immediate sales through promo codes or direct links.
The influencer economy has birthed a new hybrid — influencer-brands, where influencers launch their own clothing lines (e.g., Sana Grover’s Aura by Sana), adding authenticity and built-in customer trust.
Pakistani fashion is deeply tied to cultural and religious calendars. E-commerce platforms see huge spikes in sales around:
Eid (Eid-ul-Fitr and Eid-ul-Adha): The two major Islamic festivals drive the highest traffic and revenue.
Wedding season (November to March): Bridal wear, formal dresses, and accessories dominate.
Sales events: Black Friday (or “Blessed Friday” as it's often called), Independence Day, and end-of-season clearances bring discounts and mass orders.
Brands prepare months in advance, releasing Eid collections, Lawn volumes, and Bridal capsules tailored for online launches — often accompanied by countdown campaigns, teasers, and pre-order options.
Love it or hate it, lawn — the summer cotton fabric turned fashion staple — is a phenomenon. Pakistani lawn season is now a full-blown online event.
Designers release multiple “volumes” starting from February, and customers rush to book online before items sell out. The top brands like Elan, Maria B, and Sana Safinaz often crash websites within hours of launch.
What’s changed in recent years?
Online exclusives: Many brands now offer lawn suits that are only available on their website.
Pre-booking & reservations: Customers can reserve pieces ahead of launch, a trend borrowed from sneaker culture.
Lawn unstitched vs stitched: While unstitched fabric still rules, stitched ready-to-wear options are rapidly gaining ground — especially with the younger demographic.
7. Growth of Multi-Brand Marketplaces
While individual fashion brands sell through their websites or social media, multi-brand platforms are on the rise. Think of them as the virtual fashion malls of Pakistan.
Top players include:
Daraz: While not fashion-specific, it has a massive fashion section with local and international sellers.
Bagallery: Specializes in fashion, beauty, and accessories — with a focus on curated collections.
Laam.pk: A high-end fashion aggregator showcasing luxury designers and couture.
These platforms benefit from:
Customer trust: Easier returns, payment options, and quality checks.
Wide selection: Consumers can browse across brands and categories.
Convenience: From streetwear to bridal wear, everything is available under one digital roof.
8. Payment Innovations and Cash on Delivery
One reason Pakistani fashion e-commerce grew quickly was its alignment with local realities — especially payment preferences.
Cash on Delivery (COD): Still the preferred mode of payment for most online fashion shoppers. It reduces risk and builds consumer confidence.
EasyPaisa & JazzCash: Mobile wallets are becoming common, especially among younger and rural buyers.
Buy Now Pay Later (BNPL): Emerging services like QisstPay allow installment-based purchases — opening doors for higher-value fashion buys.
E-commerce platforms that offer flexible payment methods tend to perform better, especially during peak seasons.
While still a niche in Pakistan, sustainable fashion is gaining ground among conscious consumers and boutique brands. As the climate crisis becomes more real, fashion entrepreneurs are waking up to their industry’s impact.
Some trends to note:
Handmade and slow fashion: Brands highlighting traditional crafts, ethical labor, and slow production cycles (e.g., Koel, Maati).
Recycled packaging and low-waste production: Online orders now often arrive in eco-friendly packaging.
Second-hand fashion: Platforms and Instagram pages like ThriftUp and T2F's thrift markets are growing communities of fashion recyclers.
It’s still early days, but the shift toward values-based shopping is visible — especially among Gen Z consumers.
Despite its growth, the fashion e-commerce industry in Pakistan isn’t without challenges:
Trust issues: Concerns around product quality, sizing, and misleading photos still deter many first-time buyers.
Returns and logistics: Lack of standardized return policies and delayed deliveries are common pain points.
Counterfeits and copycats: Popular designs are often duplicated and sold at lower prices, especially on marketplaces.
Digital illiteracy: Many potential buyers still lack the digital skills or confidence to shop online.
However, brands that prioritize transparency, customer support, and strong logistics partners are setting a new standard.
Looking ahead, several exciting developments could further shape the industry:
AI-powered recommendations: Personalized style suggestions based on browsing and purchase history.
Virtual try-ons: Augmented reality (AR) tools letting users see how outfits look before buying.
Hyperlocal delivery: Same-day or 2-hour fashion delivery in major cities.
Export potential: Pakistani fashion e-commerce has a growing diaspora audience abroad — particularly in the UK, US, and UAE.
Government initiatives supporting digital entrepreneurship and fintech growth will also contribute to the sector’s maturity.
The digital revolution in Pakistani fashion is not just about convenience — it's about access, expression, and empowerment. Consumers now have more choices than ever, from luxury couture to street-ready casuals. Entrepreneurs — from big fashion houses to home-run startups — are leveraging technology to build brand empires from scratch.