Internet retailing in Pakistan has grown largely because of increasing internet connectivity and accessibility in the country. The number of registered e-commerce merchants in the country increased strongly over the review period, primarily because of the introduction of 3G/4G telecom services and the availability of cheaper smartphones.
Consumer electronics and apparel and footwear are the biggest categories within internet retailing in Pakistan. This is because consumer confidence has seen a major uplift, as retailers such as daraz.
Relative to categories such as apparel and electronics, internet retailing is still early in its evolution in most fmcg categories. The grocery category is in its infancy in internet retailing in Pakistan.
Impactful marketing campaigns, a loyal customer base, a huge product assortment and good customer service kept daraz.pk at the forefront of internet retailing in Pakistan over the review period.
Online retailers such as daraz.pk continue to leverage key festive occasions and events in the country to offer discounts and value deals.
In Pakistan, except for a handful of internet retailers, such as daraz.pk and Kaymu.
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This report originates from Passport, our Internet Retailing research and analysis database.
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