The Asian Development Bank (ADB) has highlighted a dramatic surge in online shopping trends in Pakistan, with the country's e-commerce sector reaching $10.42 billion, thanks to increased internet access, smartphone usage, and digital literacy.

According to the latest data, electronics, fashion, beauty care, and luxury goods are among the most popular categories for Pakistani online shoppers. The digital shift — accelerated by the COVID-19 pandemic — has transformed consumer behaviour, creating a thriving online retail environment.

Key highlights from report:

Electronics dominated online purchases, accounting for $3.22 billion in 2023.
Online air ticket bookings totalled $2.3 billion annually.
Fashion-related purchases made up $1 billion, highlighting growing consumer interest in clothing and accessories.
Package holidays were also in demand, with spending exceeding $620 million, and online hotel bookings reached nearly $700 million.

The report further revealed:

Train ticket sales amounted to $245.9 million,
Car rentals brought in $287.1 million,
Toys recorded $140 million in online sales,
Beauty and personal care products reached $320 million,
Online food orders contributed Rs168.4 million,
Online medicine sales stood at $111.2 million,
Furniture purchases totalled $84.6 million,
While media equipment reached $12.7 million.

The report underscores that the e-commerce boom is not just a trend but a significant economic shift, with tourism-related bookings (hotels, buses, ships) and lifestyle goods gaining popularity.