Fashion market in Pakistan

The Pakistani Fashion eCommerce market is predicted to reach US$521.5 million by 2024 and accounts for 18.3% of the total eCommerce market in Pakistan. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 8.7%, resulting in a projected market volume of US$727.7 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Fashion market in Pakistan

The Pakistani Fashion eCommerce market is predicted to reach US$521.5 million by 2024 and accounts for 18.3% of the total eCommerce market in Pakistan. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 8.7%, resulting in a projected market volume of US$727.7 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Pakistan

in million US$

eCommerce revenue growth in the Fashion market in Pakistan

in %

Net eCommerce revenue split by sub-category

in %
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 %) 61.6 56.0 31.4 68.2 76.6 79.6 2.0 47.1

Online share

eCommerce online share of the total Fashion market 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 Fashion retail market, the online share is 32.0% and will increase by an average of 11.7% to 49.8% by 2028.

eCommerce online share of the total Fashion market in Pakistan

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 82.9% 92.4% 62.5% 92.5% 22.9% 10.5% 44.6% 30.0%

Top stores

Top five Fashion online stores in Pakistan by net sales 2023

With sales in the Pakistani Fashion market, gulahmedshop.com generated a revenue of US$20.1 million in 2023, which means it is the leading online store in this market. The Fashion ranking of Pakistan is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Fashion market in Pakistan in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
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%

Payment Methods

Top 5 offered payment methods in the Pakistani Fashion market

The Pakistani Fashion 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 100.0% of all online stores checked. Other offered payment methods in the Pakistani Fashion eCommerce market in 2023 are VISA (Cards) with 75.4%, Mastercard (Cards) with 72.1%, and Bank transfer/cash in advance (Bank transfer) with 49.2%. With 39.3% Invoice (unknown) has already a significantly smaller coverage compared to Cash on delivery (Cash on delivery).

Top 5 offered payment methods in the Pakistani Fashion market

in %

See all stores offering


Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)