Several recent studies have supported the fact that Pakistan’s e-commerce industry is growing rapidly and has the potential of extending multi folds in the near future.
In Pakistan, there are about 30 million internet users. The online purchases have accounted for $30 million and are expected to grow among them. But most of these purchases are reported to be done far more than males relative to the female community. According to the E-commerce Report by Kaymu in 2015, About 70% of the online purchases are done by males while the purchases carried out by female internet users are only 30%.
This figure is very low because of many reasons. There are some affairs which regard women more than men when shopping online. According to a survey, the major issue is the hesitation problem in terms of social factors, emotional, psychological and privacy factors. Women’s aim to shop is principally dependent on an experience of direct narration from a trustworthy friend who shopped online before. So, the words of mouth play a strong role in supporting their intention to do online shopping.
When a woman has to buy something online, it’s mostly about fashion related. Even though she would prefer to shop physically but if she faces some obstacle or wants to avoid the hustle, she would open up her laptop or mobile app at her home, and start browsing across various online shopping sites. They also shop online if they fail to find something similar in the ground shops which is not available due to new trends set by the online shops.
Many best online shopping stores in Pakistan, to which a massive traffic of women proceeds to make an online purchase, have been keeping track of women’s purchasing behavior. So according to those shopping stores, there are very high peak times, when a large number of potential female consumers come across, looking for an online purchase. They experienced low peak hours when the female visitors or consumers traffic is low.
In terms of online purchases, different websites may have different timings of their high peak and low peak hours. But according to Kaymu.pk e-commerce report, on average, Most of the Pakistanis do online shopping between 2:00 pm to 8:00 pm. According to Coupons.pk, they experience high peaks from Thursday to Sunday. And the rest of the days, the consumer traffic is low.
With the passage of time, the female consumer intention to make online purchases has increased due to the introduction of top clothing and accessories brands to the online stores. Brands like Khaadi, Sapphire, Tesoro, Elan, etc. have launched their online retail stores, so giving the opportunity to women from far off areas to order their products online and they delivered to their doorstep. They also enjoy a competing advantage in terms of brand recognition and brand loyalty. So, the women are less hesitant to order online from their websites. But if they are to order online from a platform like Yayvo.com or Daraz.pk, then they are forced to think twice. Because of the price competition and the cloth quality. They do make purchases after reading the positive customer reviews about that items.
Even when it comes to purchasing fashion wears online, there is a trend among women of purchasing items which are smaller in the price range. This shows a connotation of dubiousness while ordering products online in Pakistan. They are doubtful to buy something with a heavy amount as it is necessary for them to physically examine it before buying.
Moreover, the payment method and the mode of delivery also plays a major role in women’s plan to shop online. Despite the availability of other trusted payment methods, the cash on delivery method is the most common and trusted mode of payment among online shoppers of Pakistan. This is majorly because of the physical association factor. As long as people don’t physically see and touch the product, they will be suspicious of their money being lost. That is why COD is supposed to be a comfortable, trustworthy and secure mode of payment. Furthermore, the delivery service facilitates women to avoid traffic hustle, long ques as well as severe weathers in Pakistan. The most commonly used courier services among online shopping stores for their order deliveries include TCS & Leopard courier.