Executive Summary

Mar 2019
PROSPECTS
Internet and smartphone penetration will drive growth

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.

The switch from desktop to mobile will drive growth in mobile internet retailing

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.

Consumers appreciate apps

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.

COMPETITIVE LANDSCAPE
daraz.pk retains its lead in mobile internet retailing

daraz.pk led mobile internet retailing in Pakistan in 2018.

Mobile apps remain instrumental in the success of internet retailers

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 perform better than domestic players

International operators such as Rocket Internet (daraz.pk and Kaymu.

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Mobile Internet Retailing in Pakistan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Internet Retailing in Pakistan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Internet Retailing in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Internet Retailing in Pakistan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • How is Mobile Internet Retailing performing in Pakistan?
  • Are consumers switching towards more convenient Mobile Internet Retailing?
  • Are other types of retailing coming under pressure in Pakistan?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our 

Retailing market research database

Mobile Internet Retailing in Pakistan - Category analysis

HEADLINES

PROSPECTS

Internet and smartphone penetration will drive growth
The switch from desktop to mobile will drive growth in mobile internet retailing
Consumers appreciate apps

COMPETITIVE LANDSCAPE

daraz.pk retains its lead in mobile internet retailing
Mobile apps remain instrumental in the success of internet retailers
International operators perform better than domestic players

CHANNEL DATA

Table 1 Mobile Internet Retailing: Value 2013-2018
Table 2 Mobile Internet Retailing: % Value Growth 2013-2018
Table 3 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 4 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Retailing in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Increasing awareness and consumer spending drive growth
An omnichannel strategy is best for retailers
Changing preferences stimulate strong growth in modern grocery retailers
Improving regulations will encourage growth in internet retailing
An optimistic retail industry is expected to attract investors

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Eid-al-Fitr
Ramadan
Black Friday
Payments and delivery
Emerging business models

MARKET DATA

Table 5 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 6 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 7 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 8 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 9 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 10 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 11 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 12 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 14 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 15 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 16 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 17 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 18 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 19 Retailing GBO Company Shares: % Value 2014-2018
Table 20 Retailing GBN Brand Shares: % Value 2015-2018
Table 21 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 22 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 24 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 25 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 26 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 27 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 28 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 29 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 30 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 31 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 32 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 34 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 35 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 36 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 38 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 39 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 40 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 41 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 42 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 43 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

SOURCES

Summary 2 Research Sources