CORPORATE WINDOW: Pakistan’s e-commerce at crossroads

In recent years, Pakistan’s e-commerce industry has emerged as a beacon of opportunity. Fuelled by growing internet penetration and a predominantly young, tech-savvy population, the sector generated $5.2 billion in revenue in 2023. The new 2024 Pakistan E-commerce Industry Report predicts this figure will rise to $6.7 billion by 2029, with a compound annual growth rate of 5.92 per cent.

Yet, despite these promising numbers, Pakistan’s e-commerce landscape remains in its infancy, particularly...