Abstract

Ecommerce has been promoted across the globe as one of the key enablers for youth entrepreneurship and employment. Despite a favorable internet and mobile demographics and increasing ecommerce adoption, Pakistan’s ecommerce market size remains tiny compared to other similar countries. As part of a larger study aiming to explore the challenges and opportunities in Pakistani ecommerce, we conducted a qualitative study with 10 e-entrepreneurs to explore the factors hindering ecommerce growth in Pakistan. We identify that along with the challenges related to customer, payments and logistics; the absence of institutions and trade bodies to support and promote ecommerce, are hindering explosive ecommerce growth in Pakistan. We suggest that development of a rational ecommerce policy based on field data and ground realities; and effective implementation of such policy has a pivotal role in providing the enabling environment for ecommerce growth. Therefore, we propose an in depth inquiry into the nature and size of ecommerce market in Pakistan, based on which ecommerce policy guidelines will be developed for ecommerce growth in Pakistan. Should an enabling environment be provided for ecommerce growth in Pakistan, a huge opportunity for youth and female entrepreneurship and employment can be created.

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