The Asian Development Bank (ADB) has reported a remarkable boom in Pakistan’s e-commerce sector, which has now reached a market value of $10.42 billion, driven by better internet penetration, increased smartphone usage, and rising digital literacy. This significant surge has reshaped consumer preferences and positioned Pakistan’s digital economy for continued growth.
According to the ADB’s findings, Pakistani online shoppers spend most on electronics, fashion, beauty, and luxury goods, making these categories the top performers in the expanding digital retail space. Electronics alone accounted for $3.22 billion in online sales last year, underscoring the country’s appetite for gadgets, mobile devices, and tech accessories.
In addition to electronics, online air ticket bookings emerged as the second-biggest segment, generating around $2.3 billion annually. Fashion purchases, including clothing and accessories, recorded nearly $1 billion, reflecting a rising trend among young consumers embracing digital shopping for style and convenience.
The report highlights how the pandemic accelerated this digital transformation, shifting traditional shopping habits toward mobile apps and websites. Other popular segments include package holidays, which attracted spending above $620 million, and online hotel bookings totaling nearly $700 million, pointing to increased interest in domestic and international travel.
Beyond travel and electronics, beauty and personal care products added around $320 million to the online economy, while toys contributed $140 million, and car rentals reached $287.1 million. Online train ticket purchases brought in about $245.9 million, demonstrating that Pakistanis are increasingly booking all forms of transport digitally.
Although smaller in scale, categories like online medicine sales at $111.2 million, furniture purchases worth $84.6 million, and media equipment sales of $12.7 million also highlight how e-commerce has become part of everyday life across different demographics.
Notably, the report pointed out that online food orders contributed Rs168.4 million, further demonstrating a shift in lifestyle choices as consumers embrace digital convenience even for daily essentials.
Overall, the ADB’s findings confirm that Pakistan’s e-commerce boom is more than a passing trend—it represents a structural shift in the economy. The growing popularity of tourism-related bookings, lifestyle goods, and luxury items illustrates how digital platforms are now the preferred marketplace for millions of Pakistani consumers. As internet access expands and payment systems improve, the country’s e-commerce market is expected to keep growing, opening new opportunities for businesses and consumers alike.
