The strong growth in 3G and 4G connections in Pakistan, coupled with a population dominated by a young consumer base, are the biggest attractions for internet retailers, which remain highly optimistic about the outlook for this channel in the country. Moreover, smartphones are now widespread in the country, because more local players have entered the market with affordable prices to cater to the rise in demand; thus, enabling more people to own a smartphone.
Traditionally, new users were introduced to the internet through computers, and then advanced to smartphones. However, the price-sensitive yet curious masses are increasingly entering the internet by going straight to mobiles.
This growing attention to mobile applications will be a result of consumers’ inclination to navigate on apps as opposed to using websites’ mobile version, as well as the increased amount of time spent on mobiles and the greater likelihood of conversions in the case of mobile applications compared with mobile sites. Internet retailers are actively promoting their businesses through bundle offerings, discount coupons and loyalty programmes on mobile applications.
daraz.pk led mobile internet retailing in Pakistan in 2018.
The popularity of mobile applications is evident from the fact that 67% of internet retail purchases are carried out through mobile, of which 80% are through a mobile application and 20% through mobile websites. Hence, most e-commerce websites continue to develop mobile apps to ensure their accessibility to a huge customer base that lacks a personal computer or broadband connection at home.
International operators such as Rocket Internet (daraz.pk and Kaymu.
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