Karachi, May 2025 – The State Bank of Pakistan (SBP), in partnership with 22 leading commercial banks, has launched a comprehensive nationwide campaign to accelerate the digitalisation of payments in cattle markets across the country. This initiative, running from May 15 to June 6, 2025, aims to transform the traditionally cash-heavy sector by encouraging buyers and sellers to adopt digital payment methods for purchasing sacrificial animals and related services such as food, water, and parking.
This move aligns with SBP’s broader vision of expanding digital financial services throughout Pakistan, reducing dependence on cash transactions, and promoting financial inclusion. The campaign builds on the momentum generated by last year’s effort, which successfully onboarded over 4,000 merchants and recorded more than 13,000 digital transactions amounting to Rs. 560 million. For 2025, the campaign ambitiously targets 100,000 digital transactions within the 54 major cattle markets spread over 21 districts.
Cattle markets, particularly during the festive season of Eid-ul-Adha, see intense trading activities involving high volumes of cash. The SBP’s digitalisation drive seeks to address security risks and inefficiencies linked to cash handling, while also bringing transparency and accountability to the payment process. This initiative is a key step toward integrating rural and semi-urban populations into Pakistan’s growing digital economy.
The 2025 campaign includes enhanced transaction limits to accommodate the high-value purchases typically made in cattle markets. To facilitate smooth adoption, SBP has deployed on-ground support teams alongside digital awareness channels. These teams will actively onboard merchants and educate buyers about using QR codes, mobile wallets, and banking apps for seamless, secure transactions.
The positive public reception observed during the previous campaign has reaffirmed the demand for cashless solutions even in traditional market settings. This year, the SBP aims to deepen this acceptance by providing extensive technical support and simplifying the payment experience for both merchants and customers.
By integrating digital payments into cattle markets, SBP is not only fostering safer and more efficient financial transactions but also promoting broader economic benefits. These include improved record-keeping, reduced chances of fraud, and enhanced financial data collection that can support better policymaking and economic planning.
Moreover, this initiative complements Pakistan’s overall push toward a digital economy, contributing to the government’s goals of increasing digital literacy and financial inclusion across all sectors. It also positions the country favorably in line with global trends where cashless payments are increasingly becoming the norm, even in traditionally cash-dependent markets.
As Pakistan embraces this digital shift, the SBP’s campaign in cattle markets marks a significant milestone in reshaping the payment landscape. The successful implementation of this initiative will pave the way for expanding digital financial services to other informal sectors, driving Pakistan’s financial ecosystem into a more inclusive, efficient, and secure future.