Unlocking Pakistan’s E-Commerce Potential: Challenges and Opportunities

Ever wonder why Pakistan’s e-commerce industry hasn’t taken off yet? You’re not alone. Despite a population of over 220 million people, most of whom are young and tech-savvy, e-commerce in Pakistan remains largely untapped. The potential is huge, but so are the challenges. From limited access to digital payments to lack of trust in online shopping, there are quite a few obstacles in the way of e-commerce growth in Pakistan.

But don’t lose hope just yet. There are also opportunities. With increasing smartphone penetration, faster internet connectivity, and a growing middle class, the ingredients for an e-commerce revolution are coming together. Add to that a new generation of entrepreneurs determined to boost e-commerce and fintech in Pakistan. The future of online shopping and digital payments in Pakistan may just surprise us.

The Growing E-Commerce Industry in Pakistan

The e-commerce industry in Pakistan has grown rapidly in recent years. According to estimates, Pakistan’s e-commerce market was worth $4.5 billion in 2020 and is projected to reach $9 billion by 2023. This growth is fueled by increasing internet and smartphone penetration, a growing middle class, and a large youth population.

  • Internet usage in Pakistan grew over 150% between 2015 to 2020, with over 80 million internet subscribers today. Over 60% of the population now has mobile broadband access.
  • The COVID-19 pandemic has also accelerated the shift to online shopping. As people stayed home, e-commerce platforms saw a surge in new customers and sales. Many consumers turned to e-commerce for the first time and continue using it even after lockdowns lifted.
  • Popular e-commerce categories include fashion, electronics, and groceries. Daraz, OLX, and Foodpanda are some of the major players. Social commerce on platforms like Facebook and Instagram is also gaining traction.
  • However, e-commerce still faces significant challenges in Pakistan like lack of trust in online payments, limited logistics infrastructure, and low digital literacy. Addressing these challenges can help unlock the full potential of e-commerce and further boost Pakistan’s digital economy.

Overall, despite some obstacles, Pakistan’s e-commerce future looks bright. With sustained growth in internet access, smartphone usage and a young, tech-savvy population eager to shop online, e-commerce in Pakistan is poised to thrive in the coming years. The companies and platforms that can build trust, offer great service and tap into this opportunity stand to gain immensely.

Challenges Facing E-Commerce Growth in Pakistan

E-commerce in Pakistan is still in its infancy, but growing rapidly. For it to really take off, some major challenges need to be addressed.

  • Limited access to banking and digital payments. Only about 21% of Pakistanis have a bank account, and even fewer use digital payments. E-commerce growth depends on the ability to pay electronically. The government needs to make it easier to open bank accounts and encourage the use of mobile money and other digital payments.
  • Low internet penetration. Just over 36% of Pakistanis have access to the internet. E-commerce requires a large base of potential customers with connectivity. Private companies and the government must work to expand access, especially in rural areas.
  • Lack of trust in online shopping. Many Pakistanis don’t feel comfortable buying goods and services online. E-commerce platforms and payment providers need to focus on security, privacy, and fraud protection to build consumer trust. They should also offer generous return policies and customer service.
  • Limited logistics infrastructure. Pakistan’s roads, warehouses, and delivery networks are still developing. E-commerce companies struggle with the “last mile” of delivery to customers, especially in remote locations. Investment is needed to improve logistics and enable faster, more reliable delivery across the country.
  • Taxation issues. Pakistan’s tax rules weren’t designed with e-commerce in mind and can be confusing for online businesses. Simplifying tax policies for e-commerce, reducing compliance burdens, and possibly offering tax incentives may encourage more digital entrepreneurs.

With government and private sector support, Pakistan’s e-commerce potential can be unlocked. But overcoming these challenges will require vision, cooperation, and a commitment to building a digital economy that benefits all Pakistanis. The opportunities are real if the will is there to seize them.

The Role of Digital Payments in Enabling E-Commerce

For e-commerce to thrive in Pakistan, digital payments must become widely adopted. When buyers and sellers can securely transact online, it opens up opportunities for retailers and customers alike.

Increased Trust in E-Commerce

Digital payments, like credit cards, debit cards, and mobile wallets, provide security and fraud protection for both buyers and sellers. This helps establish trust in e-commerce, encouraging more people to shop online. With cash-on-delivery, there is more risk for both parties. Digital payments reduce risks like theft, counterfeit cash, and “card not present” fraud.

Convenience and Accessibility

Digital payments make the checkout process quick and easy. Shoppers can save their payment info for faster checkout on future purchases. Sellers can also offer installment plans and discounts for using certain payment methods. Mobile wallets in particular improve access for the unbanked, allowing more people to participate in e-commerce.

Data-Driven Insights

Digital transactions provide valuable data that can drive business growth. Sellers can analyze trends to optimize inventory, personalize marketing, and improve the customer experience. They can see what products are selling best, who their customers are, and what incentives are most effective. Payment service providers also use aggregated data to detect fraud patterns and improve security.

For e-commerce and digital payments to reach their full potential in Pakistan, more widespread internet and smartphone access is needed, especially in rural areas. Educational campaigns promoting the benefits of e-commerce and reassuring people about security and fraud protection would also help accelerate adoption. With the right investments in infrastructure and policy, Pakistan’s e-commerce industry could unlock substantial economic opportunity. But first, digital payments must become the norm.

Government Initiatives to Support E-Commerce and Digital Payments

The Government of Pakistan has taken several initiatives to support the growth of e-commerce and digital payments in the country.

Digital Pakistan Policy

In 2019, the Ministry of Information Technology and Telecommunication launched the Digital Pakistan Policy. It aims to leverage emerging technologies like artificial intelligence, blockchain, cloud computing, and the Internet of Things to enable social and economic development. The policy identifies e-commerce and digital payments as key focus areas, with initiatives like improving digital infrastructure, skills development, and business facilitation.

E-Commerce Policy Framework

The E-Commerce Policy Framework sets out the government’s vision and roadmap for developing e-commerce in Pakistan. It focuses on:

  1. Improving the e-commerce legal and regulatory environment. This includes data protection laws, consumer protection, and cybercrime laws.
  2. Developing e-commerce infrastructure like digital payments, logistics, and broadband access. The government aims to increase broadband penetration and promote interoperability between digital payment systems.
  3. Providing support for e-commerce businesses. This includes incentives for startups, development of e-commerce clusters, and promotion of cross-border e-commerce.
  4. Increasing e-commerce adoption through digital literacy and trust-building. The government plans to launch awareness campaigns, provide e-commerce education, and implement standards for data privacy and security.
  5. Using e-government to enable e-commerce. Digitizing government processes like business registration, taxation, and trade facilitation can significantly boost e-commerce.

Other Initiatives

  • The State Bank of Pakistan launched regulations allowing e-money institutions to issue e-money and provide digital payment services.
  • The government is promoting fintech innovation through the National Incubation Center’s FinTech Disrupt Challenge.
  • Special Technology Zones are being set up to provide infrastructure and incentives for e-commerce and fintech startups.

The government’s initiatives demonstrate a commitment to developing a robust e-commerce and digital payments ecosystem in Pakistan. With continued progress, these efforts can help unlock the country’s e-commerce potential.

The Future Is Digital: How E-Commerce Can Transform Pakistan’s Economy

The future of commerce in Pakistan is digital. E-commerce has the potential to transform Pakistan’s economy if the challenges of infrastructure, payments, and policy are addressed.


For e-commerce to thrive, Pakistan needs to improve its internet infrastructure. Only about 35% of Pakistanis have access to the internet, and connections are often slow and unreliable. The government should invest in expanding broadband access, especially in rural areas. Private companies should also improve their digital services to reach more customers.

Digital Payments

Most Pakistanis still prefer cash-on-delivery for e-commerce purchases due to a lack of trust in digital payments. To change this, e-commerce companies need to:

  • Partner with banks to promote secure payment options like credit cards, debit cards, and mobile wallets.
  • Educate customers on the benefits of digital payments like convenience, rewards, and fraud protection.
  • Offer incentives for customers to pay digitally like discounts, cashback, and installment plans.

As digital payments become more popular, e-commerce will grow.

Policy Support

The government should develop policies to support the e-commerce industry. For example:

  1. Tax incentives for e-commerce startups and companies to spur investment and job creation.
  2. Consumer protection laws to build trust in online shopping.
  3. Improved intellectual property enforcement to curb the sale of counterfeit goods.
  4. Partnerships with e-commerce companies to promote digital literacy and skills training.

With the right infrastructure, digital payments, and policy support in place, e-commerce can reach its full potential in Pakistan. More Pakistanis will shop online, fueling growth of the digital economy and creating new opportunities for entrepreneurs and jobs across the country. The future of commerce in Pakistan is digital, and by addressing key challenges, e-commerce can transform Pakistan’s economy.


So there you have it, the challenges and opportunities of e-commerce in Pakistan. While the road ahead isn’t easy, the potential is huge. If the government and private sector work together to improve infrastructure, digital literacy, and trust in online payments, e-commerce could take off. As a consumer, you can do your part by shopping more online and paying digitally. Together, we can all help unlock Pakistan’s e-commerce potential and boost the economy. The future is digital, so let’s get started today. What are you waiting for? Go on, place that first order and join the e-commerce revolution!

About Us

Usman Rasheed & Co Chartered Accountants is a leading financial advisory and audit firm in Pakistan, having offices in Islamabad, Quetta, Lahore, Karachi, Peshawar & Gilgit. The firm is providing Audit, Tax, Corporate, Financial, Business, Legal & Secretarial Advisory services and other related assistance to local and foreign private, public and other organizations working in Pakistan

Contact Us


+92 51 889 9468

+92 334 459 0610

Head Office: 7th Floor EOBI House G 10/4 Islamabad
Open chat
Need Help?
Hi, Welcome to URCA, Please let us know how may we help you?