The eCommerce market in Pakistan is predicted to reach US$3,727.3m revenue by 2025. The top online retailers in the market are sapphireonline.pk, nishatlinen.com and khaadi.com.

Discover the latest eCommerce statistics in Pakistan for 2025, including store count by category and platform, estimated sales amount by platform and category, products sold by platform and category, and total app spend by platform and category. Gain valuable insights into the retail landscape in Pakistan, uncovering the distribution of stores across categories and platforms.

This chart provides a detailed overview of the number of Pakistan online retailers by Monthly Sales. Most Pakistan stores' Monthly Sales are Less than $100.00, there are 11.89K stores, which is 97.96% of total. In second place, 132 stores' Monthly Sales are $100.00K to $1.00M, which is 1.09% of total. Meanwhile, 87 stores' Monthly Sales are $10.00M to $100.00M, which is 0.72% of total. This breakdown reveals insights into Pakistan stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

The Apparel eCommerce market in Pakistan is predicted to reach US$584.1m revenue by 2025. The top online retailers in the market are khaadi.com, nishatlinen.com and alkaramstudio.com.

In Pakistan, the estimated sales amount across various store categories provides key insights into the market's dynamics. Apparel, as a prominent category, generates significant sales, totaling $1.05B, which is 43.57% of the region's total sales in this sector. Health follows with robust sales figures, achieving $139.60M in sales and comprising 5.81% of the region's total. Computers contributes a considerable amount to the regional market, with sales of $113.13M, accounting for 4.71% of the total sales in Pakistan. This breakdown highlights the varying economic impacts of different categories within the region, showcasing the diversity and strengths of each sector.

Pakistan E-Commerce Transactions: Volume: Total data was reported at 5.400 Unit mn in Dec 2019. This records an increase from the previous number of 4.000 Unit mn for Sep 2019. Pakistan E-Commerce Transactions: Volume: Total data is updated quarterly, averaging 2.050 Unit mn from Sep 2016 (Median) to Dec 2019, with 14 observations. The data reached an all-time high of 5.400 Unit mn in Dec 2019 and a record low of 0.500 Unit mn in Dec 2016. Pakistan E-Commerce Transactions: Volume: Total data remains active status in CEIC and is reported by State Bank of Pakistan. The data is categorized under Global Database’s Pakistan – Table PK.KA018: Payment System Statistics: Transactions: by Payment Cards. [COVID-19-IMPACT]

The Computing eCommerce market in Pakistan is predicted to reach US$172.3m revenue by 2025, reflecting an estimated growth rate of 10% compared to 2024.

This chart illustrates the estimated sales amounts generated by stores on various platforms within Pakistan. Shopify shows a significant lead, with total sales amounting to $1.41B, which constitutes 58.65% of the region's total sales on platforms. Custom Cart reports sales of $549.23M, accounting for 22.86% of the total platform sales in Pakistan. WooCommerce also holds a notable share, with its sales reaching $221.76M, representing 9.23% of the overall sales amount. This data provides a comprehensive view of the market dynamics in Pakistan, highlighting which platforms are driving the most sales.

The Personal Care eCommerce market in Pakistan is predicted to reach US$247.7m revenue by 2025. The top online retailers in the market are sapphireonline.pk, dvago.pk and saeedghani.pk.

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E-Commerce Market Size 2023-2027

The e-commerce market size is forecast to increase by USD12.95 billion at a CAGR of 27.15% between 2022 and 2027.

The market is experiencing significant growth, driven by several key factors. Firstly, the advantages of e-commerce platforms, such as convenience, accessibility, and a wider product selection, continue to attract consumers. Secondly, technological advancements, including AI and machine learning, are enhancing the consumer experience by providing personalized recommendations and seamless transactions. However, regulatory issues pose challenges to market growth. Governments around the world are implementing stricter regulations on data privacy and security, which can increase compliance costs for e-commerce businesses. As the market continues to evolve, it is essential for businesses to stay informed of these trends and adapt to the changing regulatory landscape to remain competitive.

What will be the Size of the E-Commerce Market During the Forecast Period?

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The market in the United States continues to experience robust growth, fueled by the increasing adoption of smartphones among the smartphone-using population and their subsequent use for browsing digital content. This trend is particularly prominent in sectors such as travel and leisure, financial services, and e-tailing. Technological awareness and connectivity have become essential drivers of consumer behavior, leading to the widespread use of online marketing tools like Google Ads and Facebook Ads, as well as social media applications for communication and buying and selling goods and services. Established organizations and large enterprises have responded by investing in infrastructure to improve user experience, reduce operational costs through inventory management systems, and cater to the growing demand for vertical and specialized marketplaces.Overall, the market is poised for continued expansion, driven by consumer wealth, the convenience of online shopping, and the ongoing evolution of digital technology.

How is this E-Commerce Industry segmented and which is the largest segment?

The e-commerce industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2023-2027, as well as historical data from 2017-2021 for the following segments.ApplicationHome appliancesFashion productsGroceriesBooksOthersTypeB2BB2CGeographyAPACChinaJapanNorth AmericaUSEuropeGermanyUKSouth AmericaMiddle East and Africa

By Application Insights

The Home appliances segment is estimated to witness significant growth during the forecast period.

The market encompasses various retail sectors, with home appliances being a significant segment. This matured segment, which includes consumer electronics, houseware, and kitchen appliances, is experiencing a decelerating growth rate. A major challenge in this sector is the absence of a comprehensive logistics platform for the delivery of home appliances bought online. This issue arises due to the supply side constraints, particularly in developing countries, where logistical barriers pose significant challenges. Despite these hurdles, the home appliances segment is projected to remain the largest revenue generator within the market throughout the forecast period. The increasing standard of living and the resulting influence on the global online home appliance market are key drivers for this segment's growth.

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The Home appliances segment accounted for USD 1099.73 billion in 2017 and showed a gradual increase during the forecast period.

Regional Insights

APAC is estimated to contribute 48% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The Asia Pacific (APAC) region is projected to lead The market growth due to the expanding internet population and rising adoption of digital technology. With countries like Pakistan, Bangladesh, and Indonesia exhibiting significant potential, the e-commerce sector in these late-adopter nations is anticipated to experience substantial expansion. The increasing purchasing power of the middle class in APAC is another key factor fueling market growth. China, a significant contributor to the e-commerce industry, hosts prominent global companies such as Alibaba and JD. The region's the market is expected to continue its upward trajectory, making APAC a significant influence on the global market landscape.

Market Dynamics

Our e-commerce market researchers analyzed the data with 2022 as the base year, along with the key dr

Pakistan E-Commerce Transactions: Volume: Debit Cards data was reported at 3.000 Unit mn in Dec 2019. This records an increase from the previous number of 2.300 Unit mn for Sep 2019. Pakistan E-Commerce Transactions: Volume: Debit Cards data is updated quarterly, averaging 0.850 Unit mn from Sep 2016 (Median) to Dec 2019, with 14 observations. The data reached an all-time high of 3.000 Unit mn in Dec 2019 and a record low of 0.100 Unit mn in Sep 2016. Pakistan E-Commerce Transactions: Volume: Debit Cards data remains active status in CEIC and is reported by State Bank of Pakistan. The data is categorized under Global Database’s Pakistan – Table PK.KA018: Payment System Statistics: Transactions: by Payment Cards. [COVID-19-IMPACT]

The Bags & Accessories eCommerce market in Pakistan is predicted to reach US$189.7m revenue by 2025. The top online retailers in the market are limelight.pk, nishatlinen.com and sapphireonline.pk.

Pakistan E-Commerce Transactions: Volume: Pre-Paid Cards data was reported at 0.100 Unit mn in Dec 2019. This stayed constant from the previous number of 0.100 Unit mn for Sep 2019. Pakistan E-Commerce Transactions: Volume: Pre-Paid Cards data is updated quarterly, averaging 0.100 Unit mn from Sep 2016 (Median) to Dec 2019, with 13 observations. The data reached an all-time high of 0.100 Unit mn in Dec 2019 and a record low of 0.000 Unit mn in Dec 2016. Pakistan E-Commerce Transactions: Volume: Pre-Paid Cards data remains active status in CEIC and is reported by State Bank of Pakistan. The data is categorized under Global Database’s Pakistan – Table PK.KA018: Payment System Statistics: Transactions: by Payment Cards. [COVID-19-IMPACT]

The pie chart showcases the distribution of app/software spending by store category in Pakistan, providing insights into how eCommerce stores allocate their resources on the app or software they utilize. Among the store categories, Apparel exhibits the highest spending, with a total expenditure of $3.56M units representing 39.38% of the overall spending. Following closely behind is Beauty & Fitness with a spend of $1.66M units, comprising 18.41% of the total. Home & Garden also contributes significantly with a spend of $1.23M units, accounting for 13.66% of the overall app/software spending. This data sheds light on the investment patterns of eCommerce stores within each category, reflecting their priorities and resource allocation towards app or software solutions.

Non-card-linked wallets are forecast to be the most used type of wallet in Pakistan in 2028, but their growth is not as fast as card-linked wallets. This is according to hybrid research released in 2024, which - depending on the country - either used database modeling or data acquired via a consumer survey. Two of the main mobile wallet options in the country include JazzCash and Easypaisa.

Pakistan Payment Systems Transactions: Volume: E-Banking: E-Commerce data was reported at 2.900 Unit mn in Dec 2019. This records an increase from the previous number of 2.200 Unit mn for Sep 2019. Pakistan Payment Systems Transactions: Volume: E-Banking: E-Commerce data is updated quarterly, averaging 0.850 Unit mn from Sep 2016 (Median) to Dec 2019, with 14 observations. The data reached an all-time high of 2.900 Unit mn in Dec 2019 and a record low of 0.200 Unit mn in Sep 2016. Pakistan Payment Systems Transactions: Volume: E-Banking: E-Commerce data remains active status in CEIC and is reported by State Bank of Pakistan. The data is categorized under Global Database’s Pakistan – Table PK.KA017: Payment System Statistics: Transactions. [COVID-19-IMPACT]

The Watches eCommerce market in Pakistan is predicted to reach US$15.8m revenue by 2025, reflecting an estimated growth rate of 5% compared to 2024.

This chart provides a detailed overview of the number of Pakistan online retailers by Monthly Views. Most Pakistan stores' Monthly Views are Less than 100, there are 24.63K stores, which is 71.01% of total. In second place, 5.77K stores' Monthly Views are 100 to 1K, which is 16.63% of total. Meanwhile, 2.98K stores' Monthly Views are 1K to 10K, which is 8.59% of total. This breakdown reveals insights into Pakistan stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

Pakistan E-Commerce Transactions: Value: Pre-Paid Cards data was reported at 0.200 PKR bn in Dec 2019. This records an increase from the previous number of 0.100 PKR bn for Sep 2019. Pakistan E-Commerce Transactions: Value: Pre-Paid Cards data is updated quarterly, averaging 0.200 PKR bn from Sep 2016 (Median) to Dec 2019, with 13 observations. The data reached an all-time high of 0.400 PKR bn in Mar 2017 and a record low of 0.100 PKR bn in Sep 2019. Pakistan E-Commerce Transactions: Value: Pre-Paid Cards data remains active status in CEIC and is reported by State Bank of Pakistan. The data is categorized under Global Database’s Pakistan – Table PK.KA018: Payment System Statistics: Transactions: by Payment Cards. [COVID-19-IMPACT]

E-Commerce Transactions: Value: Total data was reported at 23.000 PKR bn in Dec 2019. This records an increase from the previous number of 17.600 PKR bn for Sep 2019. E-Commerce Transactions: Value: Total data is updated quarterly, averaging 11.300 PKR bn from Sep 2016 (Median) to Dec 2019, with 14 observations. The data reached an all-time high of 23.000 PKR bn in Dec 2019 and a record low of 3.900 PKR bn in Dec 2016. E-Commerce Transactions: Value: Total data remains active status in CEIC and is reported by State Bank of Pakistan. The data is categorized under Global Database’s Pakistan – Table PK.KA018: Payment System Statistics: Transactions: by Payment Cards. [COVID-19-IMPACT]