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The Impact of E-commerce on Traditional Retail in Pakistan

By 19/09/2023 0 Comments

In Pakistan, as in many parts of the world, the retail landscape is undergoing a significant transformation. The rise of e-commerce has brought about a paradigm shift in the way consumers shop, altering the dynamics of traditional retail. With the convenience of online shopping and the expansion of digital platforms, e-commerce is reshaping consumer behaviours, challenging traditional retail models, and presenting both opportunities and challenges for businesses in Pakistan.

The E-commerce Boom in Pakistan

The past decade has witnessed a remarkable e-commerce boom in Pakistan. This surge can be attributed to several key factors:

Increased Internet Penetration

Pakistan has experienced a surge in internet penetration, with millions of people gaining access to the web. This digital leap has paved the way for e-commerce growth, enabling more Pakistanis to shop online.

Proliferation of Smartphones

The widespread availability and affordability of smartphones have made it easier for people to connect to the internet and access e-commerce platforms. This has expanded the potential customer base for online retailers.

Digital Payment Solutions

The development of secure and user-friendly digital payment solutions has played a crucial role in boosting e-commerce. Mobile wallets and online payment gateways have made transactions more convenient and secure.

Rising Middle-Class Population

Pakistan’s expanding middle-class population, with increased disposable income, has contributed to the growth of e-commerce. As consumers become more tech-savvy, they are more inclined to explore online shopping options.

Online Marketplaces

Local and international e-commerce platforms have entered the Pakistani market, offering a wide range of products and services. Marketplaces like Daraz, OLX, and Kaymu have become household names, providing consumers with a diverse shopping experience.

Entrepreneurship and Digital Literacy

Entrepreneurial spirit and digital literacy have flourished in Pakistan. Many startups have emerged, creating innovative e-commerce platforms and services that cater to the specific needs and preferences of Pakistani consumers.

Impact on Traditional Retailers

Changing Consumer Preferences

Challenge: E-commerce has altered the way consumers shop, with many preferring the convenience of browsing and purchasing products online.

Way Forward: Traditional retailers need to adapt by providing a seamless omnichannel shopping experience. Integrating online platforms with brick-and-mortar stores can help bridge the gap between physical and digital shopping.

Increased Competition

Challenge: E-commerce has opened the door for a multitude of competitors, including international e-commerce giants like Amazon and Alibaba, challenging the dominance of traditional retailers.

Way Forward: Traditional retailers must focus on differentiation, offering unique in-store experiences, personalized services, and niche products that online platforms may not provide as effectively.

Cost of Operation

Challenge: Operating a physical store involves costs such as rent, utilities, and staff salaries. E-commerce businesses, on the other hand, often have lower overheads.

Way Forward: Traditional retailers should optimize their operations, explore cost-saving measures, and consider e-commerce as a supplementary channel to reach a wider audience.

Data-Driven Insights

Challenge: E-commerce platforms collect vast amounts of data on consumer behavior, enabling them to tailor marketing efforts and product recommendations.

Way Forward: Traditional retailers should invest in data analytics and customer relationship management (CRM) systems to gain valuable insights into consumer preferences and behavior.

Supply Chain and Logistics

Challenge: E-commerce demands efficient logistics and supply chain management to ensure timely deliveries, a challenge for many traditional retailers.

Way Forward: Traditional retailers can partner with third-party logistics providers or invest in improving their own supply chain processes to meet the expectations of online shoppers.

Opportunities for Traditional Retailers

While e-commerce poses challenges to traditional retail, it also presents several opportunities:

Omnichannel Retail

Opportunity: Traditional retailers can leverage both physical stores and e-commerce platforms to create a seamless omnichannel shopping experience.

Way Forward: Integrating inventory management and offering options like “click and collect” can enhance the shopping journey for customers.

Local Focus

Opportunity: Traditional retailers have a deep understanding of local markets and consumer preferences, which can be a competitive advantage.

Way Forward: Focusing on local products, promoting artisanal goods, and building strong community ties can attract loyal customers.

Customer Engagement

Opportunity: Physical stores allow for face-to-face customer interactions and personalized service.

Way Forward: Investing in staff training and creating memorable in-store experiences can build customer loyalty and differentiate from online competitors.

Niche Markets

Opportunity: Traditional retailers can cater to niche markets and unique product categories that may be underserved in the e-commerce space.

Way Forward: Identifying and targeting these niche markets can result in a dedicated customer base.

Government Initiatives and Support

The government of Pakistan has recognized the importance of e-commerce and has taken steps to promote the sector. Initiatives such as the introduction of an e-commerce policy, digital payment gateways, and regulatory frameworks are aimed at fostering a favorable environment for both e-commerce and traditional retail to thrive.

E-commerce Policy

The government has formulated an e-commerce policy to provide a regulatory framework for the sector. This policy addresses issues related to taxation, consumer protection, and digital payments, creating a more stable and conducive environment for e-commerce businesses to operate.

Digital Payment Solutions

The government has encouraged the development of digital payment solutions, making it easier for consumers to make online transactions securely. This has facilitated the growth of e-commerce by reducing barriers to entry for both businesses and consumers.

Regulatory Framework

A clear and well-defined regulatory framework for e-commerce activities has been put in place to ensure fair competition, protect consumers’ rights, and provide legal certainty for businesses.

Skill Development Programs

The government, in collaboration with various organizations, has initiated skill development programs to train individuals in e-commerce-related skills, fostering entrepreneurship and job creation.


The impact of e-commerce on traditional retail in Pakistan is undeniable, with changing consumer preferences and increased competition reshaping the retail landscape. However, traditional retailers can navigate these challenges and leverage opportunities by embracing technology, adopting omnichannel strategies, and focusing on providing exceptional customer experiences. As the retail sector continues to evolve, it’s the adaptability and innovation of traditional retailers that will determine their long-term success in an increasingly digital world. With government support and strategic planning, both e-commerce and traditional retail can coexist and thrive, contributing to the economic growth and development of Pakistan.

This article is written by Radma Nouman. Radma is a research analyst at the Iqbal Institute of Policy Studies (IIPS).

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