Pakistan has a large internet user population, with over 66 million users, although only a third of the population has access to the internet. The increasing adoption of smartphones, the growth of the middle class, and the government's initiatives to promote digitalisation and entrepreneurship are expected to drive the growth of e-commerce in Pakistan.
Pakistan's e-commerce sector continues to attract significant investment from local and international players. The UAE has plans to invest USD1 billion in the Pakistani economy, with a particular focus on e-commerce infrastructure.
While there has been considerable developments in online platforms, last mile delivery remains a challenge in Pakistan. Most sellers use local courier arrangements for the delivery of their products, which comes with pricey fees, thus putting off consumers.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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