E-Commerce in Pakistan: Outlook & Retail Trends in 2023

Last Updated: October 30, 2023


How's The Development of E-Commerce in Pakistan?

Online & Offline Retail in Pakistan
Unit: Billion USD
Online & Offline Retail Growth in Pakistan
Unit: %
Retail Value Added (% of GDP) in Pakistan
Unit: %
E-Commerce Sales a a % of Retail in Pakistan
Unit: %

Financial Environment

Source: World Bank, Payment Providers, eMarketer

In Pakistan, There are about 1% of people use credit cards, and 8.3% of people use debit cards. While there are 0.9% of people purchase on the internet, there is only 7.6% of people with online banking accounts.

% of People With Financial Accounts
Unit: %
% of People with Credit Cards
Unit: %
% of People with Debit Cards
Unit: %
% of People Exchange Through Digital Channels
Unit: %
% of People Buy Through Online Channels
Unit: %
% of People with Internet Banking Accounts
Unit: %
% of People Pay Utility Bill Online
Unit: %
E-Commerce Sales as a % of Total Retail
Unit: %

Consumer Goods E-Commerce in Pakistan

Source: GWI.com (Q3, 2021)

There is 51.40 million consumer goods e-commerce users in Pakistan, and they spend total of around 7.29 billion USD dollars in 2021. That makes a per capita spending on consumer goods e-commerce of around  142 USD. Also, in those e-commerce users, about 54.2% of them purchase through their mobile phone.

Market Size of Consumer Goods E-Commerce
Unit: Million USD

Digital Media E-Commerce in Pakistan

Source: Digital Market Outlook 2021
Market Size of Digital Media E-Commerce
Unit: Million USD
  • Retail Sales & E-Commerce Penetration: eMarketer, Edge By Ascential, Euromonitor Retail Passport
  • Currency: Based on IMF Data 2022/12
  • Consumer Behavior: Statista Digital Market Outlook
  • Retail Channels: Euromonitor, Local Association, Financial Reports (Of Relevant Retailers)
  • Data Compilation: OOSGA.org
  • Analysis: OOSGA CR Team Analytics
Author: CR Team

Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.

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