E-commerce Policy 2.0 targets $20b market

A delegation from Meta, led by Rafael Frankel, Director for Public Policy (South Asia), called on Federal Minister for Commerce Jam Kamal Khan at the Ministry of Commerce to discuss cooperation in digital trade, e-commerce and artificial intelligence (AI).

Coordinator to the Prime Minister on Commerce Rana Ihsaan Afzal was also present in the meeting. Welcoming the delegation, Jam Kamal appreciated Meta's partnership for supporting Pakistan's digital transformation.

He highlighted that Pakistan's digital economy was among the fastest-growing in South Asia, powered by a youthful population, growing connectivity and a strong IT talent base producing over 75,000 graduates annually.

The minister informed the delegation about initiatives to strengthen e-commerce, promote IT exports and integrate AI into the national economy. Pakistan's IT and IT-enabled services (ITeS) exports rose 18% in fiscal year 2025 to $3.8 billion, while in the first quarter of FY26, exports reached $1.06 billion, marking a 21% year-on-year increase.

He shared that the National E-Commerce Policy 2.0 (2025-30) was being finalised to expand Pakistan's e-commerce market to $20 billion by 2030, with a focus on micro, small and medium enterprises' (MSME) digitisation, logistics improvement and cross-border trade facilitation.

The minister also discussed Pakistan's leadership in regional trade forums such as the SCO E-Commerce Cooperation Programme and MPCEPA, where digital trade and secure data flows were key agenda items.

He invited Meta to collaborate through the ministry's IT Sectoral Council on areas such as AI ethics, digital safety and e-commerce standards. Jam Kamal underlined Pakistan's recent advancements in AI policy and governance, including the National AI Policy 2025, the Uraan Pakistan initiative and the Digital National Pakistan Act 2025, which together aim to promote ethical, transparent and inclusive AI adoption to support SMEs and exports.

He asked Meta to form partnership with Pakistan in AI skilling programmes targeting the youth and explore a Meta-Pakistan e-commerce accelerator pilot to strengthen digital entrepreneurship.

Rafael Frankel commended Pakistan's progress in digital transformation and expressed Meta's keen interest in expanding collaboration in AI-driven digital innovation, skills development and SME support. He reiterated Meta's commitment to empowering Pakistani entrepreneurs and small businesses through programmes such as Meta Boost, focusing on digital skills, responsible marketing and online safety.