eCommerce market in Pakistan
Pakistan is the 47th largest market for eCommerce with a predicted revenue of US$6,362.1 million by 2023, placing it ahead of New Zealand. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.2%, resulting in a projected market volume of US$8,100.5 million by 2027. With an expected increase of 4.9% in 2023, the Pakistani eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Pakistan, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Pakistani eCommerce market. Electronics & Media is the largest market and accounts for 34.1% of the Pakistani eCommerce revenue. It is followed by Furniture & Appliances with 28.8%, Fashion with 20.4%, Food & Personal Care with 10.6%, and Toys, Hobby & DIY with the remaining 6.1%.
Market development
eCommerce revenue development in Pakistan
Pakistan is the 47th largest market for eCommerce with a predicted revenue of US$6,362.1 million by 2023, placing it ahead of New Zealand. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.2%, resulting in a projected market volume of US$8,100.5 million by 2027. With an expected increase of 4.9% in 2023, the Pakistani eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Pakistan, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Pakistani eCommerce market. Electronics & Media is the largest market and accounts for 34.1% of the Pakistani eCommerce revenue. It is followed by Furniture & Appliances with 28.8%, Fashion with 20.4%, Food & Personal Care with 10.6%, and Toys, Hobby & DIY with the remaining 6.1%.
eCommerce revenue development in Pakistan
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 59.2 | 78.5 | 32.3 | 24.6 | 55.7 | 12.1 | 12.6 | 75.2 |
| AOV (in US$) | 13.4 | 32.7 | 13.6 | 2.7 | 61.4 | 60.7 | 95.5 | 36.8 |
| CVR (in %) | 59.2 | 78.5 | 32.3 | 24.6 | 55.7 | 12.1 | 12.6 | 75.2 |
Top stores
Top five online stores in Pakistan by net sales 2021
The biggest player in the Pakistani eCommerce market is gulahmedshop.com. The store had a revenue of US$32.7 million in 2021. gulahmedshop.com is followed by limelight.pk and junaidjamshed.com as the second- and third-largest stores with US$32.4 million and US$31.6 million, respectively. Altogether, the top three stores account for 14.9% of the top 100 online stores' revenue in Pakistan. Store rankings include every store that generates revenue in Pakistan. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Pakistan was considered.
eCommerce net sales generated in Pakistan in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
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