A nationwide survey conducted by Gallup and Gilani Pakistan has highlighted the limited penetration of online shopping across the country, revealing that digital commerce remains a niche activity for a small segment of the population. According to the findings, an overwhelming 91 percent of respondents reported that they had not made a single online purchase during the past six months. The data reflects persistent barriers to broader ecommerce adoption, including trust issues, payment preferences, and limited engagement with digital platforms, despite growing access to the internet and smartphones.
Among the small group of respondents who did engage in online shopping, accounting for just 8 percent of the surveyed population, purchasing behaviour showed a strong preference for traditional payment methods and specific product categories. Cash on delivery emerged as the dominant mode of payment, used by 60 percent of online buyers, underscoring continued hesitation toward digital payments. Clothing was the most frequently purchased category, representing 30 percent of online transactions, while watches ranked second. The survey results suggest that even among digitally active consumers, spending remains cautious and focused on familiar, lower risk items rather than high value or essential goods.
The survey also explored how online shoppers in Pakistan access ecommerce platforms, revealing a fragmented digital marketplace. Of those who made online purchases, 52 percent used websites to place their orders, while 16 percent relied on local online stores operating through smaller platforms or social media channels. International ecommerce platforms had limited reach, with only 5 percent of respondents reporting purchases through Amazon and 3 percent using AliExpress. Payment preferences further highlighted the slow transition toward fintech solutions, as only 15 percent of online shoppers used Easypaisa, while just 7 percent paid via credit or debit cards. These figures reflect broader challenges faced by digital payment providers in convincing consumers to move away from cash based transactions, even in online environments.
Beyond ecommerce behaviour, the Gallup and Gilani Pakistan survey also provided insights into social preferences and personal values, offering context to the country’s digital habits. When asked who they would choose to spend a day with, 49 percent of respondents selected a religious leader or intellectual, suggesting a strong inclination toward spiritual or knowledge based engagement. In contrast, only 9 percent preferred spending time with a politician, while 7 percent chose an athlete. These preferences indicate broader societal priorities that may influence how people engage with technology, media, and commerce.
The survey further examined relationship values, finding that trust and tolerance were considered the most important factors by 34 percent of respondents. Love followed at 24 percent, while giving time was cited by 10 percent, reflecting cultural emphasis on interpersonal understanding over material considerations. This outlook was also evident in responses to a question about how people would spend a day without internet and cable TV. Half of the respondents said they would engage in worship, 19 percent would spend time talking to friends and family, and 7 percent said they would simply wait for services to return. Together, these findings paint a picture of a society where digital tools are still secondary to traditional values and routines, helping explain why online shopping and digital payments continue to see limited adoption across Pakistan.
Follow the SPIN IDG WhatsApp Channel for updates across the Smart Pakistan Insights Network covering all of Pakistan’s technology ecosystem.
