E-Commerce is a form of computerized

buying & selling between the buyer and

seller, which facilitates choosing the
goods, ordering, delivery, after-sales
support and payment

Pakistan, although a late entrant

to the world of e-commerce, has recently recorded a massive rise
in online shopping trends and other e-commerce businesses.
Such exponential growth trends over the past few years with
US$30 million being spent on online purchases currently
depict a highly positive picture for the future and the size of
Pakistans e-commerce market is expected to reach over US$600
million by 2017.

Pakistans much-awaited entry

into 3G and LTE services in 2014 has increased internet
accessibility and will also most likely propel the growth of
online purchases. Statistics from the Pakistan
Telecommunication Authority (PTA) reveal that the total
number of third-generation (3G) mobile subscriptions have risen
up to 10.3 million in 2015. The number of 4G or Long Term
Evolution (LTE) subscribers also increased to over 68,000.

Over the next 5 years, 28 per

cent of the countrys population is estimated to have internet
access. With increased access to the internet and social media
sites such as Twitter and Facebook, marketing trends are also
rapidly changing and transforming the way opinions are now
being shaped.
Along with increased internet penetration, 73.2 per cent of the
entire population also have access to mobile phones. There is
also a recent surge in smartphone usage with an estimated 9
million smartphone users in Pakistan. Internet-enabled
smartphones have dramatically increased the ease of internet
access and made online businesses much more accessible for all.

Pakistans new e-commerce horizons

Many visionary local players such as Shop hive, Home shopping, ROZEE,
Just4girls.pk, and Pak wheels, as well as giant foreign investors such as Rocket
Internet with their diverse online initiatives such as Jovago, Tripda, and
Foodpanda, are all swooping in to establish their market share in the emerging e-
commerce industry of Pakistan, within their respective domains.

Various other local and home operated business have also flourished through
Facebook pages as a result of rapid penetration of the internet and smartphones,
COD and IBFT services and the overall growing trends of online shopping.

Online brands such as OLX have now begun to set up significant advertising
budgets for mainstream media advertising, as well as targeted digital marketing
initiatives through social media. Rocket Internet, which operates different ventures
in Pakistan, has injected a lot of capital into the Pakistani e-commerce market.

Unilevers recent partnership with Daraz to utilize the platform for reaching out to
consumers all over Pakistan for its beauty and personal care products signifies a
shift of the FMCG sector towards e-commerce as well.

Kaymu.pk has established itself as a successful online marketplace through a

consumer-to-consumer (C2C) and business-to-consumer (B2C) model. It has also
launched a mobile phone app to provide widespread access and opportunities to
existing and budding entrepreneurs. Approximately 17.3 per cent of ecommerce
activities take place via smartphones.

The target groups for this survey were:

1. Different Commercial Banks in Multan.

 2. Travel agencies (air-ticketing & reservation).
3. Insurance Companies.
4. Educational institutes.
Laymen and other relevant organizations

Top Five EStore of pakistan

1. Daraz.pk

2. shophive.com

3. Homeshopping

4. Mega.pk

5. azmalo.pk