Pakistan’s e-commerce sector is rapidly emerging as a global powerhouse, driven by a surge in smartphone adoption, internet penetration, and government support. Recent data from the International Trade Administration ranks Pakistan as the 46th largest e-commerce market worldwide, a testament to its remarkable growth.
According to Statista, Pakistan’s e-commerce revenue reached a significant $5.2 billion in 2023, surpassing many other developing countries. This upward trajectory is expected to continue, with projections suggesting a compound annual growth rate of 5.92% from 2024 to 2029. By the end of this period, the market is anticipated to reach a value of $6.711 billion.
A key factor driving Pakistan’s e-commerce boom is its mobile-first internet usage. Over 80% of Pakistan’s internet users access the web through smartphones, making it a prime market for mobile-optimized e-commerce platforms. This trend is reflected in consumer behavior, with 58% of online shoppers in Pakistan making purchases using their mobile devices in 2023.
The popularity of mobile shopping is further evidenced by the increasing number of users engaging with mobile shopping apps. DataSparkle reports that as of July 2024, the number of monthly active users of these apps exceeded 16.6 million, indicating a growing acceptance of app-based shopping among Pakistani consumers.
The lucrative potential of Pakistan’s e-commerce market has attracted both international and local players. Global giants like Alibaba’s AliExpress and Amazon are expanding their presence in the country, while homegrown platforms such as Daraz, DealCart, and Savyour are also thriving. Daraz, in particular, remains the dominant player in Pakistan’s e-commerce landscape, with over 7 million monthly active users as of July 2024.
The expanding market has also attracted interest from various international players. Platforms such as SHEIN and Temu have made significant inroads into Pakistan, entering the top 15 shopping apps by mid-2024.
As Pakistan’s e-commerce sector continues to grow, it is poised to become a major player in the global digital economy. With favorable government policies, a burgeoning middle class, and a rapidly evolving digital infrastructure, the future looks bright for Pakistan’s e-commerce industry.
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