E-commerce saw current value sales almost double in 2020, with the channel attracting many new first-time users. Due to the COVID-19 lockdown and social distancing measures, many consumers struggled to buy the same range of goods that they were previously able to access via store-based retailing, with many turning to e-commerce as a result.
Due to the impressive performance of e-commerce since the outbreak of COVID-19, there are now many start-ups found all over Pakistan. For example.
Consumer electronics bought via e-commerce shows promise in Pakistan, despite the public being hesitant to spend large amounts of money online. For decades, large electronic markets in various cities were the best places for consumers to purchase consumer electronics.
E-commerce is expected to see ongoing dynamic growth in the forecast period. Sales are expected to benefit from changing demographics and consumer lifestyles, with an expanding urban mid- and high-income group resulting in e-commerce’s core consumer base growing.
Over the forecast period, consumers will gradually switch from cash payments to cashless payments. In fact, there are already various digital payment partnerships setup with banks such as Raast, and more will likely appear in the coming years.
While there has been considerable developments in online platforms, last mile delivery remains a challenge in Pakistan. Most sellers use local courier arrangements for the delivery of their products, which comes with pricey fees, thus putting off consumers.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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