The final frontier: Retailers go digital to tap $25 million online market

Published: February 9, 2014
The introduction of high-speed mobile internet will not only attract investment but also boost internet penetration and smartphone usage. PHOTO: FILE

The introduction of high-speed mobile internet will not only attract investment but also boost internet penetration and smartphone usage. PHOTO: FILE


For a consumer base as big as 190 million people with approximately 20 million broadband users, it was natural for retailers to go digital. Experts estimate Pakistan’s ecommerce – still a developing concept in the country – to be a $25 million market with a lot of room to grow.

The growth of online retail industry heavily depends on the growth of broadband users. Simply put, the more the number of internet users the bigger the market is.

Despite a low broadband penetration that recently entered double digits, several ecommerce portals were launched during the last few years.,, and to name a few are some of the players bullish about this online segment.

According to sources, these portals are doing good business with sales growing at a decent pace – a sign that the online shopping trend is growing in the country. However, the fact remains that the country is still far behind many other markets of the world. Pakistan’s ecommerce business is limited to and driven by a few metropolitan cities only.

According to a consumer analysis by – one of the top five ecommerce portals in the country – Karachi (18%), Lahore (22%) and twin cities of Islamabad and Rawalpindi (10%) account for half of the total online retail sales. Sialkot and Faisalabad each had 10% share, taking the combined share of these major cities to 70% of the total sales.

Though the breakdown of consumers’ location exclusively reflects the business of, it is actually these cities that account for more than 80% of the country’s broadband user base, endorsing the fact that ecommerce is still limited to the big cities.

Broadband connections

According to the Pakistan Telecommunication Authority (PTA), the country had three million broadband connections at the end of October 2013. Considering the average household number to be 6.7 persons per family, as calculated by Population Census Organization, this translates to a total of 20 million broadband users.

Of the total broadband connections, 2.5 million (83.3%) come from big cities namely Karachi, Lahore, Islamabad/Rawalpindi, Faisalabad and Gujranwala, according to the data compiled by the Universal Service Fund (USF) as part of its projects in more than 300 cities of Pakistan.

In other words, only half a million broadband subscriptions were sold in the rest of the country or rural Pakistan, which accounts for more than 60% of the total population. With a broadband penetration rate of 10.5%, the country has a lot of room to grow, experts believe.

This gap, experts say, is going to be filled by mobile broadband as the country is heading for the auction of spectrum for high-speed mobile internet services in a month or two.

The introduction of high-speed mobile internet, according to industry experts, will not only attract investment but also boost internet penetration, increase smartphone usage and spur the growth of local IT content – in short provide a spur for the growth of ecommerce and digital economy.

In fact, there are already some encouraging signs that the country’s digital economy is about to click. – a mobile survey blog – published a detailed report last year supported by key statistics demonstrating why the country’s online economy is about to expand.

For example, it said 70% of the country’s population was less than 30 years of age. These are the people getting new jobs and contributing to the incomes of their families and would most likely come online as a result of the spectrum auction.

The trend was also reflected in’s consumer analysis. People who aged between 25 and 35 years had the highest share (40%) in total purchases made on its platform.

the writer is a staff member

Published in The Express Tribune, February 10th, 2014.

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Reader Comments (9)

  • usman786
    Feb 9, 2014 - 10:26PM

    unless Pakistan gets paypal, its difficult to grow


  • Logic
    Feb 10, 2014 - 2:04AM

    Well, instead of PayPal any convenient online transaction mechanism. Also any article on this topic without the mention of poor online payment options sounds woefully incomplete


  • Saigon
    Feb 10, 2014 - 3:53AM

    usman786… Are you serious? Ever heard of BITCOIN

    well put @logic.


  • Faisal
    Feb 10, 2014 - 10:55AM

    Since the last decade or so, SBP has managed to provide the growth and the conducive environment for overall improvement of the banking sector, which is lacking in any other regulatory body in Pakistan. Going forward I am confident that SBP will come up with a hassle free mechanism for online payment option as well.


  • Feb 10, 2014 - 12:01PM

    There is no doubt Paypal is the most wanted payment option Worldwide but that is not true k without it we can’t grow well. In my opinion having Cash on Delivery or Pay at Door or Payment after delivery made people life much easier so in Pakistan having checkout option with local banks and COD payments are really working and people is ordering happily. For BITCOIN, I think that idea will work but now its need to be ripe up internationally first before coming to Pakistan


  • Farhan Nawazish
    Feb 10, 2014 - 5:41PM

    Online payment system is the need of the hour. Economy will trigger to new heights once any decent payment system and cyber laws are in place. Government should prioritize such developments


  • Feb 11, 2014 - 7:00PM

    BitCoin is facing difficulties in USA, so I think it would be no more an option for online world..


  • Shazi Shah
    Feb 12, 2014 - 7:19PM

    i used http://www.alkaramstudion,com no need of Credit Card no need any online payment just placed my order and paid at door.


  • Shazi Shah
    Feb 12, 2014 - 7:21PM

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