A recent nationwide survey conducted by Gallup & Gilani Pakistan highlights a strikingly low adoption of online shopping across the country. According to the survey, a staggering 91 percent of respondents reported that they had not made any online purchases over the past six months. This reveals a slow pace of e-commerce penetration despite increasing global digital trends.
Among the minority of 8 percent who shopped online, the survey found that cash on delivery (COD) remained the most prevalent payment option, used by 60 percent of online buyers. Digital wallets and banking methods lagged significantly, with only 15 percent opting for Easypaisa payments and a mere 7 percent using credit or debit cards. The findings suggest that concerns around digital payment security and trust may still pose barriers to broader online shopping adoption.
In terms of product preferences, clothing emerged as the most popular purchase category, accounting for 30 percent of online transactions. Watches followed as the second most common item, while other categories saw considerably lower engagement. Buyers primarily used websites for shopping, with 52 percent purchasing via general websites, 16 percent through local online stores, 5 percent on Amazon, and just 3 percent on AliExpress, highlighting the limited exposure to international platforms.
The survey also explored social and lifestyle attitudes in Pakistan. Nearly half of respondents 49 percent indicated they would prefer to spend a day with a religious leader or intellectual if given the opportunity, reflecting societal priorities. Politicians and athletes were less favored, at 9 percent and 7 percent, respectively. When asked about key relationship values, 34 percent highlighted trust and tolerance as most important, followed by love at 24 percent and giving time at 10 percent.
In a scenario without internet or cable TV, half of the respondents stated they would engage in worship, 19 percent would spend time with friends and family, and 7 percent would simply wait for services to return, underscoring the centrality of faith and personal interactions in daily life.
Overall, the survey presents a clear picture: online shopping adoption remains limited in Pakistan, with traditional cash-based transactions and conservative purchase behavior dominating consumer patterns. While e-commerce growth may continue, the data indicates that a combination of trust-building, improved payment solutions, and increased awareness will be essential for expanding Pakistan’s online retail market in the coming years.
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