eCommerce market in Pakistan
Market development
eCommerce revenue development in Pakistan
Pakistan is the 51st largest market for eCommerce with a predicted revenue of US$2,851.6 million by 2024, placing it ahead of Nigeria. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 13.9%, resulting in a projected market volume of US$4,796.9 million by 2028. With an expected increase of 14.6% in 2024, the Pakistani eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Pakistan, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Pakistani eCommerce market. Electronics is the largest market and accounts for 23.1% of the Pakistani eCommerce revenue. It is followed by Hobby & Leisure with 22.0%, Fashion with 18.3%, Furniture & Homeware with 11.8%, Grocery with 8.6%, Care Products with 8.5%, and DIY with the remaining 7.8%.
eCommerce revenue development in Pakistan
eCommerce revenue growth in Pakistan
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 83.3 | 81.7 | 48.1 | 11.3 | 15.6 | 19.2 | 19.7 | 74.6 |
Top stores
Top five online stores in Pakistan by net sales 2023
The biggest player in the Pakistani eCommerce market is bagallery.com. The store had a revenue of US$37.6 million in 2023. Store rankings include every store that generates revenue in Pakistan. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Pakistan was considered.
eCommerce net sales generated in Pakistan in 2023
Filtered revenue / share eCommerce net sales refer to the year 2023 | Global revenue eCommerce net sales refer to the year 2023 | Growth eCommerce net sales growth refers to 2023/2022 | |
---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
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Payment Methods
Top 5 offered payment methods in the Pakistani eCommerce market
The Pakistani eCommerce market in 2023 in terms of offered payment methods is fragmented and dominated by a few providers with Cash on delivery (Cash on delivery) covering the largest share with 93.9% of all online stores checked. Other offered payment methods in the Pakistani eCommerce market in 2023 are VISA (Cards) with 67.8%, Mastercard (Cards) with 64.3%, and Bank transfer/cash in advance (Bank transfer) with 58.3%. With 43.5% Invoice (unknown) has already a significantly smaller coverage compared to Cash on delivery (Cash on delivery).
Top 5 offered payment methods in the Pakistani eCommerce market
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