e-Commerce Market Analysis

The eCommerce market in Pakistan

In Pakistan is the 49th largest market for eCommerce with a revenue of US$2 billion in 2019, placing it ahead of Algeria and behind Peru.

With an increase of 63%, the Pakistani eCommerce market contributed to the worldwide growth rate of 13% in 2019. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in Pakistan

Top online stores

The biggest player in the Pakistani eCommerce Market is gulahmedshop.com. The store had a revenue of US$35 million in 2019. It is followed by khaadi.com with US$32 million revenue and alkaramstudio.com with US$22 million revenue.

Store rankings are based on every store that generates revenue in 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 in Pakistan was considered.

One of the fastest-growing stores in the Pakistani market is beoneshopone.com. The store achieved sales of about US$2.1 million in 2019. Its revenue growth amounted to 470% in the previous year.

Top online The eCommerce market stores in Pakistan by eCommerce net sales 2019 in million US$ The table shows the stores that generate the highest revenue in the Pakistani market. For this evaluation, only revenue created in in Pakistan was considered. Basis are all shops on eCommerceDB that operate in in Pakistan.

# Store
1. gulahmedshop.com US$35m
2. khaadi.com US$32m
3. alkaramstudio.com US$22m
4. junaidjamshed.com US$20m
5. limelight.pk US$19m
The eCommerce market in Pakistan

Market size and growth rate

Revenue in 2019
US$1,669m
REVENUE
CAGR 2019-2023
32%
CAGR

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in in Pakistan is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 19-23) for the next four years will be 32%. Compared to the year-over-year growth of 63%, this decrease suggests a moderately flooded market. Another indicator of market saturation is the online penetration of 20% in in Pakistan; in other words, 20% of the Pakistani population have bought at least one product online in 2019.

Five categories are considered by ecommerceDB. Fashion is the largest segment in in Pakistan and accounts for 46% of the eCommerce revenue in in Pakistan. This is followed by Electronics & Media with 23%, Toys, Hobby & DIY with 13%, Food & Personal Care with 9% and Furniture & Appliances with the remaining 9%.

The eCommerce market in Pakistan

Explore the competitive landscape