What Is The Future Of eCommerce In Pakistan For Women?

eCommerce has greatly revolutionized the way businesses operate in Pakistan. Consumers, particularly those who live in cities, prefer Internet shopping because of its accessibility and ease. With the pandemic accelerating the adoption of eCommerce, the industry has seen unprecedented growth in recent years. But what is the future of eCommerce in Pakistan, and what does it hold for businesses in the country?

Experts predict that the industry will expand, with more businesses going digital and consumers increasingly embracing online shopping. However, challenges such as logistics, payment methods, and cybersecurity need to be addressed to ensure the sustainable growth of the industry.

We have witnessed an incredible growth trend in eCommerce in Pakistan in recent years, with an exponential rise in the number of online customers. According to Statista’s analysis, the market volume is anticipated to reach US$8,101.00 million by 2027, growing at a compound annual growth rate (CAGR) of 6.23% each year between 2023 and 2027. While eCommerce is a promising industry for all, it holds particular importance for women in Pakistan. Women in Pakistan face numerous challenges in accessing formal employment opportunities, and many are confined to their homes due to cultural and social norms. eCommerce provides them with an alternative means of earning a livelihood and becoming financially independent, as it allows them to start their online businesses from the comfort of their homes.

The purpose of this blog is to delve deeper into what the future of eCommerce in Pakistan is for women and how they can leverage this growing industry to their advantage. We will discuss the opportunities and challenges that women entrepreneurs may face in this space and highlight some success stories of women who have made a mark in the e-commerce industry. Let’s delve into and discover the dynamic realm of eCommerce in Pakistan!

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1. The Current State of eCommerce In Pakistan for Women

The prevalence of eCommerce has been increasing in Pakistan in recent years, and its growth has received a substantial boost due to the COVID-19 pandemic. eCommerce is a popular option for Pakistani customers, particularly women, due to the ease of purchasing from home, the availability of a large selection of goods, and the simplicity of payment. However, despite the eCommerce growth in Pakistan, women still encounter several barriers to employment.

1.1. Statistics and Data on eCommerce in Pakistan

According to recent Pakistan eCommerce statistics, the future of the eCommerce industry in Pakistan is projected to reach $5.39 billion by 2025, with a year-on-year growth rate of 21.7%.

As of 2023, the number of internet users in Pakistan is estimated to be around 100 million, and the number of mobile phone users has crossed 165 million. The penetration of smartphones in Pakistan has been on the rise, and it is estimated that by 2025, more than 80% of the population will have a smartphone, hence contributing to the growth of eCommerce in Pakistan.

1.2. Gender Gap in eCommerce

The Global Mobile Communication Systems (GSMA) has reported a gender gap in South Asian countries, including Pakistan. Recent statistics reveal that 38% of Pakistani women are less likely than men to own a mobile phone, while 49% are less likely to use mobile internet. This data highlights the enormous barriers that Pakistani women face when it comes to participating in the digital economy, especially eCommerce.

The gender gap in mobile phone usage and ownership in Pakistan is a complex issue, influenced by limited access to technology, cultural barriers, and a lack of digital literacy. Financial constraints and social norms may prevent women from owning a mobile phone, and the lack of necessary skills to navigate eCommerce platforms further exacerbates this problem. As a result, women are unable to take advantage of the opportunities and benefits that eCommerce offers, hindering their participation in the digital economy.

Closing the gender gap in mobile phone ownership and usage is crucial to ensuring gender equality and promoting women’s participation in the eCommerce industry. Achieving this goal will require efforts to improve access to technology, increase digital literacy among women, and promote gender equality in Pakistan.

1.3 Challenges Faced by Women in eCommerce

Several challenges stand in the way of women’s participation in eCommerce in Pakistan. Some of these challenges include:

  • No or Less Access to the Internet and Technology

As mentioned earlier, women in Pakistan have less access to the internet and mobile phones than men, which limits their ability to participate in eCommerce.

  • Social and Cultural Barriers

In some parts of Pakistan, there are social and cultural barriers that prevent women from leaving their homes to work or engage in commercial activities. This limits their ability to participate in eCommerce as entrepreneurs, sellers, or even consumers.

  • Lack of Trust in Online Transactions

Many women in Pakistan are hesitant to engage in online transactions due to concerns about fraud, security, and privacy. This lack of trust is a significant barrier to eCommerce adoption among women.

  • Limited Availability of Products and Services

Some eCommerce platforms in Pakistan do not offer products and services that cater to the specific needs and preferences of women, such as products that align with cultural or religious values. This limited availability of products and services makes eCommerce less appealing to women.

2. Future of eCommerce in Pakistan for Women

The eCommerce industry in Pakistan has witnessed significant growth in recent years, and it is pretty much expected to continue on this trajectory in the future. With the rise of digital technology and changing consumer behavior, eCommerce is poised to become an even more integral part of the Pakistani economy. Women, in particular, stand to benefit from the growth of eCommerce, as it offers new opportunities for entrepreneurship and economic empowerment.

2.1 Emerging Trends in eCommerce

The future of eCommerce in Pakistan is characterized by several emerging trends. One of the most notable trends is the growth of mobile eCommerce. As the penetration of smartphones in Pakistan continues to increase, more and more consumers are using their mobile devices to shop online. This trend is more likely to continue, as mobile eCommerce is more convenient and accessible than traditional eCommerce platforms.

Another emerging trend in eCommerce is the rise of social commerce. Instagram and Facebook are emerging as popular eCommerce channels, providing businesses with a platform to directly engage with consumers and sell their products through social media pages. This trend offers fresh prospects for women entrepreneurs, as social commerce platforms can be a successful approach to attracting new customers and building a loyal customer base.

2.2 Opportunities for Women in eCommerce

The growth of eCommerce in Pakistan presents new opportunities for female entrepreneurs and business owners. eCommerce allows women to start and operate their businesses with relatively low start-up costs and minimal barriers to entry. Additionally, eCommerce platforms offer women access to a wider range of customers and markets, which can help them grow their businesses more quickly.

Women in Pakistan can also benefit from the growing demand for products and services that cater specifically to women’s needs and preferences. By leveraging eCommerce platforms to offer unique and specialized products and services, women entrepreneurs can differentiate themselves in a crowded market and build a loyal customer base.

2.3 Technology Influencing the Future of eCommerce

Technology will play a critical role in shaping the future of eCommerce in Pakistan. Advances in mobile technology and internet connectivity will continue to drive the growth of eCommerce, making it more accessible and convenient for consumers. Additionally, technology will enable the development of new eCommerce platforms and business models, which will create new opportunities for women entrepreneurs and business owners.

Artificial intelligence (AI) and Machine learning (ML) are also likely to play an increasingly important part in eCommerce. These technologies can be used to personalize the eCommerce experience for consumers, making it more engaging and relevant to their individual needs and preferences. They can also help businesses optimize their operations and improve their efficiency, which can ultimately lead to higher profits and growth.

 3. Strategies for Women to Succeed in eCommerce

To succeed in the eCommerce industry in Pakistan, women need to adopt some strategies that can help them overcome these challenges and grow their businesses. In this article, we will discuss some strategies for women to succeed in Pakistan’s eCommerce industry.

3.1 Identify a Niche Market

One of the key strategies for women entrepreneurs in Pakistani eCommerce is to identify a niche market. With so many players in the eCommerce industry, it is essential to find a unique and untapped market that has not yet been explored. By identifying a niche market, women entrepreneurs can differentiate themselves from the competition and offer unique products or services that appeal to a specific target audience.

3.2. Leverage Social Media Marketing.

eCommerce businesses can leverage social media platforms such as Facebook, Twitter, and Instagram as effective marketing tools. Women entrepreneurs in Pakistan can leverage social media marketing to reach a wider audience, build brand awareness, and promote their products or services. By creating engaging and visually appealing content, women entrepreneurs can attract potential customers, build a loyal following, and increase their sales.

3.3. Develop a Strong Brand Identity

Developing a strong brand identity is important for success in the eCommerce industry. Women entrepreneurs in Pakistan need to invest in creating a brand that resonates with their target audience, communicates their values and mission, and differentiates them from the competition.

A strong brand identity can help women entrepreneurs build credibility and trust with their customers, which can lead to increased sales and brand loyalty.

3.4 Focus On Customer Experience

In the eCommerce industry, customer experience is everything. Women entrepreneurs in Pakistan need to prioritize providing exceptional customer service and delivering a seamless and personalized shopping experience. By focusing on customer experience, women entrepreneurs can generate a loyal customer base, increase customer satisfaction, and differentiate themselves from competitors.

3.5. Collaborate With Other Women Entrepreneurs

Collaboration is key to success in the eCommerce industry. Women entrepreneurs in Pakistan can collaborate with other women entrepreneurs to share knowledge, expertise, and resources. By forming partnerships, women entrepreneurs can access new markets, expand their reach, and create a supportive community that can help them overcome challenges and achieve success.

3.6. Invest in Training and Development

Finally, women entrepreneurs in Pakistan need to invest in their education and growth. This can include taking courses or attending workshops on eCommerce, marketing, and business management. By investing in training and development, women entrepreneurs may build the skills and knowledge necessary to expand their businesses and compete in the eCommerce industry.


1. What are the challenges that the eCommerce industry is encountering in Pakistan?

eCommerce is facing challenges, including payment gateways, a lack of Information and Communications Technology (ICT) infrastructure, multiple taxes on ICT products, and a lack of e-payment regulations.

2. What opportunities does BS eCommerce offer in Pakistan?

Pursuing a BS eCommerce degree in Pakistan can create various avenues for business in the service sector, such as online education, medical services, consultancy, and data exchange. It can also lead to expansion in trade through conducting domestic and international market research, advertising, and marketing.

3. What is the future of the eCommerce industry in Pakistan?

It is anticipated that the market size will reach US$8,100.5 million by 2027, as revenue is predicted to exhibit a compound annual growth rate (CAGR 2023-2027) of 6.2%.


In conclusion, the future of eCommerce in Pakistan for women holds great promise but also presents significant challenges. Although there is a gender disparity in the country’s eCommerce market at the moment, women entrepreneurs are increasingly driving growth and innovation in the industry. With emerging trends, technological advancements, and ample opportunities for women in eCommerce, there is a significant potential for growth and success.

However, to achieve this potential, women must overcome the challenges they face, including cultural and societal barriers, limited access to finance and resources, and a lack of supportive policies and infrastructure. Nonetheless, the success stories of women entrepreneurs in eCommerce, and their approaches to overcoming obstacles serve as an inspiration and a guide for aspiring women business owners to clearly illustrate what the future of eCommerce in Pakistan would look like. As such, it is essential to prioritize efforts to create an enabling environment for women in eCommerce, to ensure that they can fully participate in and contribute to the industry’s growth and success.

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