Pakistan is the 36th largest market for eCommerce with a predicted revenue of US$8,085.1 million by 2023, placing it ahead of Romania.Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 5.7%, resulting in a projected market volume of US$10,095.4 million by 2027. With an expected increase of -0.7% in 2023, the Pakistani eCommerce market contributed to the worldwide growth rate of 8.7% in 2023. Like in Pakistan, global eCommerce sales are expected to increase over the next years.Seven markets are considered by ECDB within the Pakistani eCommerce market. Hobby & Leisure is the largest market and accounts for 24.2% of the Pakistani eCommerce revenue. It is followed by Electronics with 22.9%, Fashion with 18.3%, Furniture & Homeware with 11.3%, Care Products with 8.3%, DIY with 7.8%, and Grocery with the remaining 7.2%.
- Overview
- Market development
- Online share
- Top stores
- Payment
Market development
eCommerce revenue development in Pakistan
Pakistan is the 36th largest market for eCommerce with a predicted revenue of US$8,085.1 million by 2023, placing it ahead of Romania.Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 5.7%, resulting in a projected market volume of US$10,095.4 million by 2027. With an expected increase of -0.7% in 2023, the Pakistani eCommerce market contributed to the worldwide growth rate of 8.7% in 2023. Like in Pakistan, global eCommerce sales are expected to increase over the next years.Seven markets are considered by ECDB within the Pakistani eCommerce market. Hobby & Leisure is the largest market and accounts for 24.2% of the Pakistani eCommerce revenue. It is followed by Electronics with 22.9%, Fashion with 18.3%, Furniture & Homeware with 11.3%, Care Products with 8.3%, DIY with 7.8%, and Grocery with the remaining 7.2%.
eCommerce revenue development in Pakistan
in million US$
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
eCommerce revenue growth in Pakistan
in %
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
Net eCommerce revenue split by sub-category
in %
Note: Data shown is using current exchange rates.
Source: ECDB analysis
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 4.7 | 81.4 | 59.1 | 12.7 | 25.9 | 89.2 | 74.3 | 92.1 |
| AOV (in US$) | 0.0 | 0.0 | 1.0 | 0.7 | 0.9 | 0.6 | 0.8 | 0.4 |
| CVR (in %) | 93.9 | 63.2 | 97.2 | 22.2 | 51.2 | 33.8 | 21.6 | 62.3 |
AOV: Average Order Value CVR: Conversion Rate
Top stores
Top five online stores in Pakistan by net sales 2022
The biggest player in the Pakistani eCommerce market is bagallery.com. The store had a revenue of US$24.6 million in 2022.Store rankings include every store that generates revenue in Pakistan. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Pakistan was considered.
eCommerce net sales generated in Pakistan in 2022
in million US$
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ECDB analysis
| Filtered revenue / share | Global revenue | Growth | |
|---|---|---|---|
| US$900.0m | US$8,300.0m | 8.3% | |
| US$550.0m | US$4,600.0m | 12.4% | |
| US$470.0m | US$1,190.0m | 33.6% | |
| US$430.0m | US$2,122.0m | 18.0% | |
| US$370.0m | US$1,814.0m | 12.6% |
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Payment Methods
Top 5 offered payment methods in the Pakistani eCommerce market
The Pakistani eCommerce market in 2022 in terms of offered payment methods is fragmented and dominated by a few providers with Cash on delivery (Cash on delivery) covering the largest share with 93.9% of all online stores checked. Other offered payment methods in the Pakistani eCommerce market in 2022 are VISA (Cards) with 67.8%, Mastercard (Cards) with 64.3%, and Bank transfer/cash in advance (Bank transfer) with 58.3%. With 43.5% Invoice (unknown) has already a significantly smaller coverage compared to Cash on delivery (Cash on delivery).
Top 5 offered payment methods in the Pakistani eCommerce market
in %
Note: A store can offer more than one payment method (Multi-pick), based on 115 stores in the Pakistani eCommerce market
Source: ECDB analysis
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