KEY POINTS
- Online shopping trending high but offline still dominates
- Pakistan’s e-commerce sector is rapidly expanding
- Pakistan is the 50th largest e-commerce market globally
ISLAMABAD: With Eid-ul-Fitr just around the corner, the excitement is also buzzing in Pakistan’s capital Islamabad as shoppers fill the malls to shop for outfits, shoes, and other accessories to make this festival a memorable one. This shopping spree will culminate at the late night of Chaand Raat on Sunday.
An eager shopper, Ayesha Farooq finds herself in a vibrant yet jam-packed atmosphere of one of the mega shopping malls in the F-8 sector, making the final touches to her Eid preparations.
As she weaves in and out of various clothing outlets, her excitement is palpable; she’s on the verge of completing her festive wardrobe for one of the most significant celebrations in the Muslim calendar.
Ayesha cherishes the tactile experience of shopping in person, relishing the moment to examine the quality of each item before parting with her hard-earned cash.
There’s a certain joy in offline shopping,” she muses, “taking the time to find exactly what you want. While online shopping has its perks, especially in our fast-paced lives, it still hasn’t fully eclipsed the traditional experience here in Pakistan.”
Her sister, Fouzia Farooq, a working mother balancing the demands of her career, family, and personal passions, offers a different perspective.
In a world that often feels like a whirlwind, she finds herself hard-pressed to juggle her responsibilities, from her job and her daughter’s needs to her love for painting and fitness. For her, the digital marketplace has emerged as a beacon of convenience.
Online shopping is my saving grace,” she exclaims. “Not only have I completed my own Eid shopping, but I’ve also taken care of my daughter Mehru’s needs.”
While online shopping offers undeniable convenience, Ayesha said, there’s something special about the experience of shopping in person. “In the sweltering summer heat, though it’s (not too hot now) and amidst the chaotic traffic of Islamabad, the joys of browsing through stores, feeling the fabrics, and trying on clothes can’t be underestimated.
She said, “Shopping offline allows one to engage in bargaining, adding a layer of satisfaction that online transactions often lack.
The thrill of discovering unique items, coupled with the immediate gratification of taking your purchases home right away, is unmatched.
Plus, interacting with shopkeepers can provide valuable insights and recommendations that you simply won’t find online.
Pakistan’s e-commerce boom
In recent years, Pakistan’s e-commerce sector has undergone a remarkable evolution, fueled by a surge in internet connectivity, the rise of smartphone adoption, and a burgeoning desire for online shopping experiences.
As reported by the E-commerce data analytics platform (ECDB), Pakistan has emerged as the 50th largest e-commerce market globally, with anticipated revenues soaring to US$3,257.7 million, surpassing even Iran.
Projections indicate a robust compound annual growth rate (CAGR) of 14.0% from 2024 to 2028, paving the way for a substantial market volume estimated at US$5,493.3 million by 2028.
Hybrid model: online-offline shopping
The rise of online offline shopping models is a testament to the growing trend of blending the best of both worlds.
Many retailers now allow customers to buy items online and pick them up in-store, or even browse in-store and have the products delivered to their homes.
This merging of online and offline shopping creates a more flexible shopping experience that caters to modern consumer preferences.
As the retail landscape evolves, understanding the pros and cons of online shopping and offline shopping will help businesses craft strategies that combine the strengths of both, offering customers an enhanced and seamless shopping experience.
As WE News English explores the shopping habits of these sisters, it becomes clear that both online and offline shopping come with their unique advantages and challenges.
While the allure of exploring racks in a vibrant store cannot be understated, the efficiency of online shopping is steadily carving out its dominance in the retail landscape, reshaping the way families like the Farooqs celebrate cherished traditions.
Challenges and opportunities in digital shift
The shift from traditional shopping to digital marketplaces brings with it a blend of hurdles and possibilities.
Trust and authenticity are key concerns, as many consumers harbour doubts about the quality of products purchased online.
Reports of counterfeit items or mismatches between what is showcased and what arrives at their doorstep have only deepened this skepticism.
Furthermore, a portion of the population, especially older adults, may struggle with the digital skills needed to navigate e-commerce sites, which can limit the audience for online retailers.
Logistical challenges, such as ensuring prompt and precise deliveries across the country—particularly to remote regions—pose significant obstacles for e-commerce platforms.
Yet, amid these challenges, e-commerce offers retailers a golden opportunity to extend their reach far beyond local confines, connecting with a vast array of customers, including those from abroad.
Operating in the digital realm can also lower the overhead costs tied to physical stores, enabling businesses to present more competitive pricing.
Online platforms empower retailers to collect and analyze consumer data, paving the way for tailored marketing approaches and efficient inventory management.
