Grocery market in Pakistan

The Pakistani Grocery eCommerce market is predicted to reach US$228.1 million by 2024 and accounts for 7.0% 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 26.4%, resulting in a projected market volume of US$582.7 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Other Food Cupboard market in Pakistan

The Pakistani Other Food Cupboard eCommerce market is predicted to reach US$14.1 million by 2024 and accounts for 23.9% of the Food Cupboard 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 20.5%, resulting in a projected market volume of US$29.7 million by 2028. The Other Food Cupboard eCommerce market is a sub-market of the Food Cupboard market. Further categories within the Food Cupboard market are: Baking Supplies, Cereals, Noodles, Nuts & Dried Fruits, and Sweets & Chocolate.

eCommerce revenue development in the Other Food Cupboard market 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 the Other Food Cupboard market 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 %)8.18.860.216.928.350.390.626.3

Online share

eCommerce online share of the total Other Food Cupboard 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 Other Food Cupboard retail market, the online share is 0.3% and will increase by an average of 0.1% to 0.3% by 2028.

eCommerce online share of the total Other Food Cupboard market in Pakistan

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)34.0%14.3%40.4%48.7%77.4%90.5%92.6%59.3%

Market definition

Definition of the Other Food Cupboard market within the Grocery market

Market definition: Grocery > Food > Food Cupboard > Other Food Cupboard The category Other Food Cupboard includes the online trade of canned goods (e.g. canned vegetables, canned fruits, canned soups), dried grains (e.g. rice, quinoa, couscous), condiments and sauces (e.g. ketchup, mustard, mayonnaise, soy sauce), and more. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Canned goods (e.g. canned vegetables, canned fruits, canned soups)
  • Dried grains (e.g. rice, quinoa, couscous)
  • Condiments and sauces (e.g. ketchup, mustard, mayonnaise, soy sauce)
  • Oils (e.g. olive oils, vegetable oils)
  • Seasonings and spices (e.g. salt and pepper, herbs and spices, spice blends)
  • Snacks (e.g. chips, crackers)

Market comparison

The Pakistani Other Food Cupboard market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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