A few years ago, the idea of buying clothes, groceries, or a new phone online felt risky or even unthinkable to many people in Pakistan. Fast forward to today, and online shopping has become part of everyday life. Whether you're browsing for lawn suits, ordering groceries for the week, or grabbing the latest tech gadget, chances are you’re doing it from your phone or laptop.
Online shopping in Pakistan has come a long way, and it’s growing faster than ever. Thanks to more internet access, better smartphones, and mobile wallets like Easypaisa and JazzCash, e-commerce is now booming. Let’s take a deep dive into how this digital shift is changing the way we shop, what platforms are leading the charge, and what the future might look like.
How It All Started
Pakistan’s e-commerce story started slow. Back in the early 2000s, only a few online stores existed, mostly selling electronics or computer accessories. People were skeptical. Many preferred to “see and touch” what they were buying, and cash-on-delivery wasn’t even an option yet.
But things started to change over the last decade. The rise of 3G/4G internet, smartphones, and especially the COVID-19 pandemic gave online shopping a major push. When lockdowns made traditional shopping difficult, even those who were once hesitant gave online stores a try—and they liked it.
Why Online Shopping Took Off
Here are a few reasons why online shopping is growing so quickly in Pakistan:
More people online: Over 120 million Pakistanis are now internet users.
Affordable smartphones: Almost everyone has access to a smartphone these days, even in rural areas.
Easy payments: Mobile wallets and digital banking apps have made online payments simpler and safer.
Young population: A huge chunk of Pakistan’s population is under 30—tech-savvy, social media-driven, and eager to try new trends.
COVID-19: The pandemic pushed people to shop online for safety and convenience.
The Big Players: Who’s Selling What?
Let’s talk about some of the most popular online shopping platforms in Pakistan.
1. Daraz.pk
Daraz is easily the biggest name in Pakistani e-commerce. It offers everything from clothes and electronics to kitchen items and groceries. With mega sales like 11.11, Black Friday, and DarazMall, it has something for everyone.
Why people love it:
Easy to use mobile app
Fast delivery in major cities
Great discounts
Trusted brands
Option to pay with cash or digitally
2. HumMart
If you need groceries delivered to your doorstep, HumMart is a great choice—especially if you live in Karachi. Run by Hum Network, it focuses on fresh produce, household goods, and daily essentials.
3. Telemart
Tech lovers swear by Telemart. It's known for mobiles, laptops, and electronic accessories. You can even buy on installments (EMI) and get official brand warranties.
4. Yayvo.com
Yayvo, backed by TCS, offers electronics, clothes, and more. It’s not as huge as Daraz, but it’s reliable and known for good delivery service.
5. Fashion Brands Going Online
Fashion brands have really stepped up their online game. Now you can browse collections and shop directly from websites of brands like:
Khaadi
Sana Safinaz
Sapphire
Alkaram
Gul Ahmed
Limelight
Most of them offer seasonal sales, free delivery deals, and easy returns.
What Are People Buying?
1. Clothes and Accessories
Fashion tops the list. People love ordering lawn suits, party wear, shoes, and accessories online. It saves time and gives more variety than local stores.
2. Phones and Gadgets
Mobile phones, wireless earbuds, and gaming consoles are hot sellers. Shoppers compare specs and prices across sites before clicking "buy."
3. Groceries
Urban shoppers, especially in cities like Karachi, Lahore, and Islamabad, now regularly order groceries online. It’s quick and hassle-free.
4. Electronics and Appliances
Microwaves, fridges, washing machines—you name it. These are often cheaper online and come with seasonal discounts.
5. Skincare and Makeup
Both international and local beauty brands are doing really well online. Reviews, unboxing videos, and influencer promotions help a lot here.
How Do People Pay?
In Pakistan, Cash on Delivery (COD) is still king. Most shoppers feel safer paying after they receive the product. But digital payments are growing steadily.
Here’s how people usually pay:
Cash on Delivery
JazzCash or Easypaisa
Bank transfers
Credit/debit cards
Raast instant payments (starting to pick up)
As people get more comfortable with online banking, cashless payments are expected to become more common.
Why People Love Shopping Online
1. It’s Super Convenient
You can shop anytime, from anywhere. No need to travel, deal with crowds, or waste time.
2. More Choices
Online stores have more variety than your local mall. You can compare prices, colors, and models in just a few clicks.
3. Discounts & Sales
Online stores are constantly offering deals. Whether it’s a flash sale or a special Eid discount, there’s always a bargain to be found.
4. Home Delivery
Getting packages delivered right to your door—what’s not to love?
5. Reviews Help
Customer reviews help buyers make smarter decisions and avoid low-quality products.
But It’s Not All Perfect
Online shopping in Pakistan has its downsides too. Here are a few common complaints:
1. Scams and Fake Products
Unverified sellers sometimes send cheap or fake items. This happens a lot on smaller websites or Instagram pages.
2. Trust Issues
People are still cautious, especially with expensive items. What if the product is broken? What if no one picks up your return request?
3. Delivery Delays
In big cities, delivery is usually fast. But in smaller towns or remote areas, delays are common.
4. Poor Return Policies
Not all websites have easy returns. Some only allow exchanges or make you wait weeks for refunds.
5. Low Digital Literacy
Many potential shoppers—especially older folks—aren’t comfortable using apps or navigating websites.
Social Media Shops & Influencers
Social media has become a huge part of the online shopping experience in Pakistan.
Thousands of small businesses now operate through Facebook, Instagram, and WhatsApp. These home-based sellers offer everything from handmade jewelry to customized cakes.
Plus, influencers are playing a big role. They post reviews, wear sponsored clothes, and give out promo codes—making it easy for followers to trust and buy the same products.
Government Support for E-Commerce
The Pakistani government is finally waking up to e-commerce’s potential. A few positive steps include:
E-Commerce Policy 2019: Focuses on boosting digital trade, protecting consumers, and encouraging fintech.
Digital Pakistan Initiative: Promotes internet access and tech literacy across the country.
Raast by SBP: A secure digital payment system for faster, easier transactions.
These policies aim to make it safer and easier for more people to shop and sell online.
What’s Next?
The future of online shopping in Pakistan is super exciting. Here are some trends to watch:
Same-Day Delivery in major cities
AR Try-Ons so you can see clothes or furniture before buying
Voice Search and Chatbots to help you shop faster
Subscription Boxes for groceries, skincare, and read more
Cross-Border Shopping with better payment options for sites like Amazon or SHEIN
Final Thoughts
Online shopping in Pakistan isn’t just a trend—it’s a full-blown lifestyle shift. From teenagers buying sneakers to moms ordering rice and flour, digital commerce is touching everyone’s life.
Sure, there are challenges. But the convenience, variety, and growing trust in online sellers are pushing this industry forward fast. Whether you’re a casual shopper or a small business owner, now’s a great time to be part of Pakistan’s e-commerce revolution.
So the next time you hit "add to cart," just know—you’re not alone. You’re part of something much bigger.