Online Shopping Behaviour of Pakistani Consumers
Since the arrival of internet business world has been changed significantly. The Internet has enabled the consumers to interact with different businesses by one click. Online shopping is an emerging phenomena in Pakistan and day by day it is strengthening its roots in the society. E-commerce has made the customers more aware by giving them ease of access and multiple options at their door steps. This phenomena is new in Pakistan but its quick growth has made different businesses to think on getting an online portal for catering its customers. The major reasons behind is quick success are ease, convenience, comfort, time saving, cost saving and quick delivery as compared to the traditional shopping. It has been observed that online shopping has a quick growth rate in countries like China, Russia, Japan and Brazil. Whereas Pakistan being a developing country has a slower growth rate of e-commerce, still it has much more potential for e-commerce growth then the developed countries. Studies conducted by iris communications identified that reasons behind this low growth rate are low Internet penetration, less knowledge of computer usage and lack of trust on online portals. Despite of which it also shows that the trend of moving towards online shopping is increasing very quickly with the passage of time. A 12% growth has been observed since 2012 towards the online shopping in the Karachi city which indicates the vast potential of growth in this area. The introduction of online stores such as Daraz.pk, Kaymu, Shophive, Olx and a few more have increased the credibility of online shopping in Pakistan. They have provided an ease of access to a wide range of products with free home delivery at very reasonable prices to their target audience. Customers can order smartphones, home appliances, garments, shoes, perfumes etc. just by a few clicks without any fear of deception. As per our research it has been found that in Pakistan tendency to trust others is very low as compared to countries like China, USA, and Japan etc. This is another major reason of slow growth rate in the online shopping industry but by the emergence of above mentioned online stores the trend is changing. With the passage of time we can see a lot of opportunities in this industry and a very bright scope in the near future. Increase in the access to computers and internet usage along with improved credibility of the online services will be a very positive influence on this industry.