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

in million US$, in %

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
AOV: Average Order Value CVR: Conversion Rate

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

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, 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