eCommerce market in Pakistan

Pakistan is the 51st largest market for eCommerce with a predicted revenue of US$3,257.7 million by 2024, placing it ahead of Ecuador. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.0%, resulting in a projected market volume of US$5,493.3 million by 2028. With an expected increase of 14.8% in 2024, the Pakistani eCommerce market contributed to the worldwide growth rate of 7.4% 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 23.9% of the Pakistani eCommerce revenue. It is followed by Hobby & Leisure with 21.7%, Fashion with 18.9%, Furniture & Homeware with 12.1%, Care Products with 8.6%, DIY with 7.9%, and Grocery with the remaining 7.0%.

Monthly revenues

Monthly revenues in the Pakistani eCommerce market

The monthly eCommerce revenue of the Pakistani eCommerce market was US$277 million in November 2024. This refers to a growth of 5.2% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in March 2024 with 9.7% of the total 2024 revenue of the Pakistani eCommerce market and the lowest in July 2024 with 7.4% of the total 2024 revenue.

Revenue Last Month

US$277.5m

The eCommerce revenue grew by 5.2% from October 2024 to November 2024.

11-2024+5.2%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)70.67.258.675.740.845.152.879.229.463.968.014.8

Market development

eCommerce revenue development in Pakistan

Pakistan is the 51st largest market for eCommerce with a predicted revenue of US$3,257.7 million by 2024, placing it ahead of Ecuador. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.0%, resulting in a projected market volume of US$5,493.3 million by 2028. With an expected increase of 14.8% in 2024, the Pakistani eCommerce market contributed to the worldwide growth rate of 7.4% 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 23.9% of the Pakistani eCommerce revenue. It is followed by Hobby & Leisure with 21.7%, Fashion with 18.9%, Furniture & Homeware with 12.1%, Care Products with 8.6%, DIY with 7.9%, and Grocery with the remaining 7.0%.

eCommerce revenue development in Pakistan

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in Pakistan

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)47.243.546.270.769.92.731.430.2

Online share

eCommerce online share in Pakistan

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Pakistani retail market, the online share is 3.0% and will increase by an average of 1.3% to 3.1% by 2028.

eCommerce online share in Pakistan

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)2.5%8.6%86.3%89.5%82.0%40.1%12.4%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

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Pakistan - All Categories Worldwide - All Categories

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 94.7% of all online stores checked. Other offered payment methods in the Pakistani eCommerce market in 2023 are VISA (Cards) with 67.3%, Mastercard (Cards) with 63.7%, and Bank transfer/cash in advance (Bank transfer) with 59.3%. With 43.4% 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

in %

Note: A store can offer more than one payment method (Multi-pick), based on 113 stores in the Pakistani eCommerce market

Source: ECDB analysis

See all stores offering

VISA Mastercard PayPal