e commerce in pakistan research paper

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E-commerce and its potential in Pakistan

The year 2023 could see Pakistan’s e-commerce market reach a revenue of US$6.4 billion, growing annually at 6.23 percent. By 2021, the market had hit US$4.2 billion, ranking Pakistan 46th globally in this field.

Compared to the worldwide e-commerce scene, Pakistan’s market share remains modest, leaving ample space for expansion. This op-ed seeks to address the obstacles that confront the e-commerce sector and proposes solutions to surmount them.

The e-commerce industry faces a significant challenge of consumer trust in our country. Online purchases are a novel concept, causing buyer apprehension due to potential fraud and scams.

A survey by the Pakistan Telecommunication Authority reveals that over 60 percent of Pakistanis lack confidence in online payments, hindering industry expansion. E-commerce firms should adopt secure payment options, transparently disclose product/service information, and provide reliable customer support to build trust in their clientele.

Another challenge includes limited access to technology and digital infrastructure in rural Pakistan. It is hard for businesses to connect with potential customers, as internet and mobile networks are restricted. Even in urban areas, network quality is often subpar, causing slow page loading and a poor user experience.

To address this, Pakistan’s government should invest in digital infrastructure, improving network quality and availability. E-commerce companies could help by offering offline payment methods and opening physical stores in rural areas.

E-commerce industry faces a third challenge of unreliable and inefficient logistics. Delivery delays often occur due to traffic congestion, poor road infrastructure, and disorganized courier services, causing customer dissatisfaction and hindering e-commerce growth.

Businesses can collaborate with established logistics companies to ensure timely product delivery. The government can improve the logistics system by investing in road infrastructure and implementing policies that support the logistics industry’s growth.

Amid the difficulties, Pakistan’s public lacks digital proficiency, as per a report by the United Nations Development Programme.

Merely 35 percent of Pakistanis possess rudimentary digital skills that impede their participation in the e-commerce sector. To surmount this obstacle, e-commerce enterprises can impart instructional courses to enhance digital literacy among their clienteles. Likewise, the government can invest in educational and training programs to raise digital literacy levels across the population.

Borderless online trade presents immense opportunities for Pakistani enterprises that cater to the vast Pakistani diaspora residing in countries such as the US, Canada, the UK, and the Middle East. Yet, to capitalize on this prospect, Pakistani businesses must guarantee that their products and services adhere to quality standards while also providing dependable delivery services.

Amidst challenges, e-commerce needs regulatory backing for success. Ambiguous policies hinder growth and induce uncertainty. To encourage e-commerce growth, Pakistan’s government can establish precise guidelines and policies, offering tax incentives, simplified procedures, and support for small and medium businesses.

Maximizing mobile user experience in e-commerce can significantly enhance its scalability, given that 58.4 percent of internet users purchase online every week. Social media platforms provide another potent tool for e-commerce promotion, as demonstrated by the extensive use of channels such as Facebook by local businesses in Pakistan.

With a whopping 49.2 million users in the country, leveraging social media channels can be highly beneficial for marketing products and services.

Concluding, e-commerce has the potential for significant growth, contributing significantly to the country’s economy. However, addressing challenges is necessary to realize its potential. Establishing trust among consumers, improving digital infrastructure, creating a reliable logistics system, increasing digital literacy, and providing regulatory support are essential steps towards creating an environment that supports e-commerce growth. As Pakistanis, it is our responsibility to focus on this sector and take necessary steps towards increasing its scale for the benefit of our country and people.

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The Impact of E-Commerce on Consumer Online Purchase Intention: An Evidence from Pakistani Consumers

• Conference paper
• First Online: 01 January 2023
• Cite this conference paper

• Sadia Ashraf 7 &
• Muhammad Zahid Iqbal 7  

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Included in the following conference series:

• Global Islamic Marketing Conference

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Purchase intention has become an important research area in marketing as e-commerce has grown around the world. The current study is focused on consumer purchasing intentions, namely e-commerce in Pakistan. E -commerce has made people’s lives easier and more inventive. Intentions of online consumer purchasing differs from that of a physical market in which things may be touched, analyzed, and then purchased. The aim of this study is to look at how e-commerce affects consumer online purchase intention using the evidence from Pakistani consumers. In this quantitative study, a total of 200 users took part in the survey using convenience sampling, which was conducted using an online electronic questionnaire. The questionnaire was created based on their experiences on various websites, such as Daraz and Amazon. The theory of technology acceptance model (TAM) and theory of planned behavior (TPB) were used. IBM SPSS software version 20.0 and IBM AMOS software version 21.0 were used for data analysis. For hypothesis testing, we used the structural equation model (SEM), and for the constructs, the 5-itmes Likert was used. This study's findings e-commerce when they plan to make an online purchase. Consumers’ online purchasing intentions are significantly influenced by four different e-commerce factors (perceived ease of use, social interaction, online trust store, and utilitarian feature). Utilitarian feature is the most important factor among these. Our research is beneficial to consumers who are concerned about managing their money, time saving, easiness of availability the variety of products and while purchasing online. To attract consumers and make their purchase more reliable, companies may concentrate on continue to creating timely deliveries and delivering products within the expected specifications. Future researchers may use this model to re-examine the factors influencing online purchase intention in various study contexts, especially across cultures, to add to the body of knowledge in this field. In this study, we concentrate only on one country it can be used to comparative analysis, for further study, it can be done to uncover construct that’s influencing the intention related to online purchase. As a consequence of this research, we recommend that businesses implement marketing techniques that help lower resistance to novelty and encourage incomparable online purchasing experiences.

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Sadia Ashraf & Muhammad Zahid Iqbal

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Ashraf, S., Iqbal, M.Z. (2023). The Impact of E-Commerce on Consumer Online Purchase Intention: An Evidence from Pakistani Consumers. In: Ramadani, V., Alserhan, B.A., Dana, L.P., Zeqiri, J., Terzi, H., Bayirli, M. (eds) Research on Islamic Business Concepts. GIMAC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-18663-9_12

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A Review on the Importance of E-Commerce for SMEs in Pakistan

RISUS - Journal on Innovation and Sustainability, Volume 7, número 1 – 2016

7 Pages Posted: 13 Jun 2017

Asadullah Khaskheli

Wuhan University of Technology

Wuhan University of Technology - School of Management

Date Written: May 2, 2016

E-commerce becomes important factor of success for both large organizations and Small and Medium Enterprises (SMEs) as it helps to reduce transaction cost, approach larger untapped markets and avoid intermediaries. However, the published research has mainly focused on the role of e-commerce in large organizations compared with SMEs. Based on a comprehensive review of the past literature, we have highlighted the importance of e-commerce in the SMEs, especially how it is important in the setting of developing countries and its potential role in the SMEs of Pakistan. Given the lack of scholarly discussion on the topic, the present paper will enhance the understanding on the importance of e-commerce in SMEs of Pakistan. Recommendations for future research are proposed.

Keywords: E-Commerce; SMEs; Developing countries; Pakistan

JEL Classification: M15, M16, M20

Suggested Citation: Suggested Citation

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Factors Affecting E-Commerce Customer Loyalty in Pakistan

• Published 2018
• Business, Economics
• Journal of Marketing and Consumer Research

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Prioritizing the solutions to reverse logistics barriers for the e-commerce industry in pakistan based on a fuzzy ahp-topsis approach.

1. Introduction

2. literature review, 2.1. position of reverse logistics in pakistan, 2.2. barriers to reverse logistics, 2.3. reverse logistics solutions, 2.4. method choice, 3. research methodology, 3.1. stage 1: identification of reverse logistics barriers and solutions, 3.2. stage 2: fuzzy analytical hierarchy process, 3.3. stage 3: fuzzy topsis method, 4. application of the proposed method for reverse logistics adoption in pakistan’s e-commerce industry, 4.1. phase 1: problem explanation, 4.2. phase 2: identification of reverse logistics barriers and solutions for adopting reverse logistics, 4.3. phase 3: fuzzy ahp method to calculate the weights of barriers to reverse logistics adoption, 4.4. phase 4: fuzzy topsis method for ranking and sorting the solutions of reverse logistics adoption, 5. results and discussion, 6. conclusions, author contributions, institutional review board statement, informed consent statement, data availability statement, conflicts of interest.

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Share and Cite

Naseem, M.H.; Yang, J.; Xiang, Z. Prioritizing the Solutions to Reverse Logistics Barriers for the E-Commerce Industry in Pakistan Based on a Fuzzy AHP-TOPSIS Approach. Sustainability 2021 , 13 , 12743. https://doi.org/10.3390/su132212743

Naseem MH, Yang J, Xiang Z. Prioritizing the Solutions to Reverse Logistics Barriers for the E-Commerce Industry in Pakistan Based on a Fuzzy AHP-TOPSIS Approach. Sustainability . 2021; 13(22):12743. https://doi.org/10.3390/su132212743

Naseem, Muhammad Hamza, Jiaqi Yang, and Ziquan Xiang. 2021. "Prioritizing the Solutions to Reverse Logistics Barriers for the E-Commerce Industry in Pakistan Based on a Fuzzy AHP-TOPSIS Approach" Sustainability 13, no. 22: 12743. https://doi.org/10.3390/su132212743

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E-commerce: up and up

If the growth trend seen in non-cash-based e-commerce transactions is any guide, the overall digital economy may continue to be on its northward trajectory. While the digital payments’ space was already in growth mode pre-pandemic, the health-cum-economic crisis seems to have fastened the migration to online channels for both buyers and sellers. Whether the digital adoption trend will be tenacious post-pandemic remains to be seen!

The Oct-Dec 2021 quarter data on e-commerce, which was released last Friday by the State Bank of Pakistan (SBP) show that the digitally-paid e-commerce transactions (for which the SBP receives data from banks based on reporting of/from registered e-commerce merchants) had reached almost 14 million (year-on-year growth of 143%), with a total value of nearly Rs27 billion (year-on-year growth of 78%).

Growth is turning up the dial: non-cash e-commerce transaction volume just in the last quarter of 2021 was equivalent to what the SBP reported for entire 2020! On a full calendar-year basis, these transactions reached a volume of 38.7 million and value of Rs82.7 billion in CY21, translating into year-on-year jump of 165 percent and 91 percent, respectively. These growth rates are even higher than the steep growth rates seen in CY20, when volume had gone up 80 percent and value had risen 37 percent year-on-year.

The official data suggest that the local e-commerce market is increasingly documenting itself with the banking channel, as a result of which there is more visibility on transaction flows and consequently growth seen in officially-reported data. As of December-end 2021, there were nearly 4,000 e-commerce registered with the banks, per SBP data. It’s a net addition of: a) about a thousand merchants in the three months since September 2021, and b) 1,500+ merchants in the twelve months since December 2020.

Assuming non-cash/digitally-paid e-commerce activity makes for 25 percent of all e-commerce payments (with remaining 75% share presumably driven by cash-on-delivery (COD) mode of payments), Pakistan’s overall e-commerce sector is estimated at Rs331 billion per annum (by value). Taking average exchange rate of Rs163.12 per US dollar during 2021 (calculated by using SBP data), the market size stood at just over $2 billion in CY21. No wonder there is huge foreign tech investors’ interest in this attractive space.

Meanwhile, the average transaction size is becoming increasingly smaller in the digitally-paid e-commerce space. During CY21, the non-cash e-commerce transactions had an average bill of Rs2,137, which was a 28 percent drop compared to Rs2,973 average payment in CY20. The CY20 average transaction size itself was down 24 percent relative to Rs3,914 average seen in CY19. One needs more evidence, but the declining transaction size may suggest an underlying shift in this market.

It is plausible that online shoppers are diversifying their purchases away from high-priced products (e.g. electronics and mobile phones) and towards medium-range goods (e.g. apparel/footwear, health and beauty products) and low-priced items (e.g. groceries). Or perhaps there is change in consumer taste vis-à-vis which goods folks now prefer to shop online versus offline. It could also be that income demographic of e-commerce users is becoming more balanced. Or it could be that e-commerce merchants that have been on-boarded by banks in recent years are offering products mostly in medium to low price range.

Lastly, considering the macroeconomic challenges and deeply-felt inflationary pressures, the important question is: for how long can the local e-commerce space continue this growth momentum and remain immune from all the chaos around it? There is no crystal ball to predict, so let’s wait and see what 2022 has in store for this sector!

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POPULARITY AND SCOPE OF E-COMMERCE IN PAKISTAN

Electronic Commerce or E-Commerce is already causing fundamental changes to the traditional economic market place, affecting every aspect of how business is, and will be conducted. This report is to be submitted after the hard endeavours and research upon the popularity and scope of e-commerce in Pakistan. The major issues are weather small and medium sized enterprises (SME’s), cottage & small scale industries, large scale industries, banks, travel agencies & air ticketing, from a layman to chef-de-voute, etc., will be able to take the advantages of the opportunities afforded by e-commerce, and to realize that in Pakistan, how much popular the e-commerce is? The literature and research surrounding e-commerce activity has been dominated by an examination of its relevance to the large enterprise. This paper addresses its relevance to the people’s attitude towards the applications, scope, and popularity of e-commerce in Pakistan. It describes research conducted on the awareness from the different individuals and organizations in Multan region, Pakistan, which is characterized by both extremes of economic prosperity and deprivation. My research suggests that mainly in banking sector, airlines, educational institutes and large scale industries of any discipline are mostly using the internet as a communication, information, advertising medium and a source of transaction. However, it is beyond to access, and even unpopular in laymen, rural areas and cottage & small scale industries (household) of the region (Multan, Pakistan).

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Abstract: Online shopping is a well-known phenomenon around the world. Bangladesh is not so far behind. A good number of online shopsare getting launched. This study explores the acceptance of online shopping in Bangladesh from consumer’s perspective. The present scenarios and behaviors among the internet users of Bangladesh are presented in the study. The reasons and inhibitions are also analyzed. Online shopping is in a race with traditional shopping. Which one is winning in the current scenario, it has also been disclosed in this paper. A recommendation to the online shop owners has also been given at the end of this study. Keywords: Acceptance, Bangladesh, E-shopping, Internet shopping, online Shopping, E-commerce, E-business, E-consumers

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