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Pakistan B2C E-Commerce Market 2015

Pakistan B2C E-Commerce Market 2015

Pakistan Shows Potential for Online Retail Sales Expansion

A new report by Hamburg-based B2C E-Commerce intelligence company yStats.com titled “Pakistan B2C E-Commerce Market 2015” finds that online retail is just starting to evolve in Pakistan, but the country has good potential for development because of its large population size, a high proportion of young people in the nation and strong consumer optimism.

Pakistan is the sixth largest country worldwide and has one of the highest growth rates among the economies in South Asia. Though Internet penetration of just above 10% lags behind many of its neighbors, mobile Internet and especially 3G/4G connections are spreading fast. E-Commerce is at the early stages of development in Pakistan, and connectivity share there falls significantly behind other countries of its income group in Asia-Pacific. However, as the number of Internet users grows, with young consumers accounting for over 60% of web connected individuals, they are beginning to grasp the benefits of online shopping.

Surveys have shown that Internet users in Pakistan shop online because it gives them more variety in products and saves time. The majority of online shoppers make their purchases on local sites, while close to a third buy from both local and international sites. Despite global E-Commerce merchants Amazon and eBay not offering direct delivery to Pakistan, these websites are among the most popular in the country as consumers turn to third-party operators to organize import of their orders from these merchants. China-based Alibaba, on the contrary, takes direct advantage of the growing market in Pakistan offering swift and often free delivery to this country from its websites Alibaba.com and Aliexpress.com. Prominent local E-Commerce players include online retailers and marketplace operators such as HSN (Homeshopping.pk), Symbios.pk, Daraz.pk, Shophive.com and Kaymu.pk.

One of the biggest challenges that these merchants have to work with in Pakistan is the underdeveloped online payment infrastructure. Cash remains the most used and the most offered payment method in both online and offline retail, as card penetration is low and electronic payment processing has sparse local offering. Moreover, online retailers have to win over the trust of consumers, as a third of them did not shop online because they found information about products displayed to be insufficient. With these obstacles overcome, Pakistan could become one of the future hotspots of emerging B2C E-Commerce.


1. Management Summary
2. Overview & International Comparisons
Overview of B2C E-Commerce, 2014
Overview of Economic and Political Environment, 2014
Ranking among Selected Countries, by Socio-Economic Indicators, 2013
Ranking among Selected Countries, by in % Internet Penetration, 2013
Ranking among Selected Countries, by in % Mobile Subscription Penetration, 2013
Ranking among Selected Countries, by Logistics Performance Index, 2014
Ranking among Selected Countries, by Ease of Doing Business, June 2013
Ranking among Selected Countries, by E-Commerce Sales, in USD million, 2013
3. Trends
Breakdown of E-Commerce Sales, by Major Cities, in %, 2013
Overview of Cross-Border B2C E-Commerce, 2014
Online Shopping Destinations, by Local Sites, International Sites and Both, in % of Online Shoppers, 2013
Penetration of Online Shopping on International Sites, by Income Groups, by Shopping Sometimes and Shopping Mostly on International Sites, in % of Online Shoppers in Urban Areas, 2013
Overview of Top 3 International E-Commerce Websites Selling to Pakistan Across the Borders, by Website Rank, January 2015
Mobile Phone and Smartphone Penetration, in % of Individuals, May 2013
Mobile Phone Penetration on Households and Breakdown of Mobile Phones Owned, by Brands, in %, October 2014
Breakdown of Devices Used to Access the Internet, in % of Internet Users, July 2013
Overview of Regulation Related to E-Commerce, 2014
4. Sales & Shares
E-Commerce Sales, by Comparative Estimates, in PKR billion, 2013 & 2018f
Share of E-Commerce on Total Retail Sales, in %, 2013
5. Users & Shoppers
Internet Penetration, in % of Individuals, 2009 – 2013
Number of Internet Users, by Total and Mobile Internet, in millions, October 2014
Breakdown of Internet Users, by Age Group, in %, July 2013
Breakdown of Internet Users, by Gender, in %, July 2013
Number of Broadband Subscribers, by Technology and Total, in thousands, FY 2009/2010 - 2013/2014 & October 2014
Number of 3G/4G Subscribers, in thousands, July 2014 - November 2014
Online Activities, in % of Internet Users, incl. Online Banking, November 2013
Main E-Commerce Activities, in % of Internet Users, 2013
Online Shopper Penetration, in % of Internet Users, by Frequency of Purchase, November 2013
Breakdown of Frequency of Online Shopping, in % of Internet Users, July 2013
Share of Individuals Who Have Shopped Online, in %, by Socio-Demographic Groups, March 2013
Breakdown of Reasons for Shopping Online, in % of Online Shoppers, March 2013
Breakdown of Reasons for Not Shopping Online, in % of Individuals Who Do Not Shop Online, March 2013
Resources Used to Gather Information about Purchase, Compare and Make Buying Decision, incl. Internet, in % of Consumers, November 2013
6. Products
Major Product Categories Purchased in B2C E-Commerce, by Recently Purchased and Planned to Purchase, November 2013
7. Payment & Delivery
Overview of Payment Environment, October 2014
Breakdown of Payment Methods Most Used in E-Commerce, in % of Online Shoppers, 2013e
Payment Methods Used in E-Commerce, in % of Frequent Online Shoppers in Urban Areas, 2013
Payment Methods Used in E-Commerce, in % of Frequent Online Shoppers in Urban Areas, by Income Groups, 2013
Payment Methods Offered by Selected E-Commerce Websites, May 2014
Number of Bank Cards, in millions, by ATM Only Cards, Credit Cards and Debit Cards, Q1 2013 - Q3 2014
Share of Mobile Phone Owners Who Use Their Devices Regularly to Send or Receive Payments, in %, May 2013
Overview of B2C E-Commerce Delivery, 2014
8. Players
Leading Websites Used for Online Shopping, in % of Internet Users, 2013
Overview of Top 5 Local E-Commerce Websites, by Website Rank, January 2015
List of Major E-Commerce Startups, by Category, July 2014
Profile of Homeshopping.pk, January 2015
Profile of Symbios.pk, January 2015
Profile of Daraz.pk, January 2015
Profile of Shophive.com, January 2015
Profile of Shopdaily.pk, January 2015

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