The global e-commerce landscape is evolving rapidly, and Pakistan is emerging as a key market for businesses seeking to expand their footprint in South Asia. According to ECDB, Pakistan’s e-commerce sector is projected to grow at a compound annual growth rate (CAGR) of 14.0% between 2024 and 20281, with an expected market volume of US$5.5 billion by 2028. This remarkable growth, driven by a young and increasingly connected population, presents a unique opportunity for Hong Kong-based businesses to tap into a thriving and diverse consumer base.
While Hong Kong and Pakistan do not currently have a formal free trade agreement, their strong trading relationship highlights significant potential for collaboration. In a report released by OEC, Hong Kong exported $67.9 million worth of goods to Pakistan2 in 2022, including telephones, scrap iron, and sulfonamides. These trade dynamics, combined with Pakistan’s expanding e-commerce sector, create promising avenues for businesses to diversify their operations and reach new customers.
This guide explores the essentials of entering Pakistan’s e-commerce market, from understanding consumer preferences to navigating logistics challenges. With the support of DHL Express HK’s reliable and efficient logistics solutions, Hong Kong businesses can position themselves for success in this dynamic and growing market.
Understanding the Pakistani consumer
Pakistani consumers are embracing online shopping at an accelerating pace, driven by increasing internet penetration and the convenience, variety, and value offered by e-commerce platforms. Electronics leads the e-commerce market, contributing 23.9% of total revenue, followed by hobby and leisure (21.7%), fashion (18.9%), and furniture and homeware (12.1%)1, according to ECDB. These figures underscore the need for businesses to tailor their product offerings to align with local demand and capitalise on these key categories.
Cultural nuances and sensitivities
Beyond numbers, understanding the cultural fabric of Pakistan is essential for success. As a collectivist society3, family and community values significantly influence purchasing behavior. Products that promote togetherness or serve practical purposes for families resonate strongly with consumers. Seasonal and religious events, such as Ramadan and Eid, further shape demand patterns, driving spikes in categories like clothing, gifts, and festive essentials.
Payment methods in Pakistan
Complementing these cultural and behavioral trends is an evolving payment landscape. While cash on delivery (COD) remains the preferred choice for its simplicity and trust, digital payment methods are rapidly gaining traction. Solutions such as JazzCash, EasyPaisa, and PayPak4, alongside innovative options like Buy Now, Pay Later (BNPL), are increasingly popular among younger, tech-savvy audiences. Additionally, systems like the government-backed RAAST payment network provide a seamless, secure alternative for transactions, further diversifying the payment ecosystem.
Top online shopping platforms in Pakistan
To successfully enter Pakistan’s e-commerce market, selecting the right platform is crucial. Each marketplace caters to different customer needs, making it essential to align your business goals with the platform’s strengths. Below are some of the leading e-commerce platforms in Pakistan:
- Shopify: Ideal for entrepreneurs and small to medium-sized businesses seeking customizable storefronts. Its support for PKR and Urdu enhances accessibility for Pakistani consumers.
- Daraz.pk: The largest marketplace for sellers aiming to reach a broad audience quickly, with added logistics and payment gateway support.
- OLX.com.pk: A go-to platform for individuals or small businesses selling secondhand goods or services with free ad listings and location-based searches.
- Shopon.pk: Perfect for consumers seeking deals on electronics and fashion, with affordable pricing and gift card options.
- Lootlo.pk: Offers a vast product range and discounted prices, catering to budget-conscious shoppers.
- Goto.com.pk: Known for its authenticity and customer satisfaction, Goto spans multiple categories, including electronics, fashion, and home items.
- Telemart.pk: Focused on electronics, Telemart provides loyalty programs, competitive pricing, and a wide range of products.
- PriceOye.pk: Best for price-conscious tech buyers, offering price comparison tools for electronics and gadgets.
- Pk.khaadi.com: A top choice for fashion lovers, showcasing trendy clothing and accessories from the popular Khaadi brand.
- Shophive.com: Established as Pakistan’s first registered e-commerce platform, Shophive specializes in electronics and home appliances.
These platforms provide diverse opportunities to match your products with the right audience, ensuring your business resonates with Pakistan’s growing online shopper base.
