A nationwide survey conducted by Gallup & Gilani Pakistan has revealed extremely low participation in online shopping across the country, highlighting the continued dominance of traditional buying habits and cash-based transactions. According to the survey findings, 91 percent of respondents reported that they had not made a single online purchase in the past six months, underscoring the challenges faced by Pakistan’s e-commerce sector despite growing internet and smartphone penetration.
The survey indicates that only 8 percent of respondents engaged in online shopping during the six-month period. Among this small segment of digital buyers, consumer behavior remained largely conservative. Cash on delivery emerged as the most preferred payment method, used by 60 percent of online shoppers, reflecting persistent trust issues with digital payments and card-based transactions. Clothing was identified as the most commonly purchased item online, accounting for 30 percent of purchases, followed by watches, suggesting that fashion-related products continue to drive limited e-commerce activity in the country.
Beyond shopping behavior, the survey also explored broader social preferences and lifestyle values among Pakistanis. Nearly half of respondents, 49 percent, said they would prefer to spend a day with a religious leader or an intellectual if given the opportunity. In contrast, only 9 percent expressed interest in spending time with a politician, while 7 percent chose an athlete. These findings reflect the strong influence of religious and intellectual figures in Pakistani society, as well as widespread public disengagement from political personalities.
The survey further examined relationship values, revealing that trust and tolerance were considered the most important factors by 34 percent of respondents. Love was ranked second at 24 percent, while 10 percent identified giving time as the most meaningful aspect of relationships. These responses point toward a values-driven society where emotional reliability and mutual respect outweigh material considerations.
Respondents were also asked how they would spend a day without access to the internet and cable television. Half of those surveyed said they would engage in worship, reinforcing the central role of religion in daily life. Another 19 percent said they would spend time talking to friends and family, while 7 percent indicated they would simply wait for services to be restored. The responses suggest that digital disconnection would push many individuals toward spiritual activities or interpersonal engagement rather than alternative forms of entertainment.
Among the limited number of online shoppers, the survey provided insights into platform usage patterns. Around 52 percent reported using websites for online purchases, while 16 percent relied on local online stores. International platforms remained marginal, with 5 percent using Amazon and only 3 percent shopping on AliExpress. These figures highlight the dominance of web-based shopping over mobile apps and the relatively low penetration of global e-commerce platforms in Pakistan’s consumer market.
Payment preferences among online buyers further illustrated the dominance of cash-based transactions. While 60 percent relied on cash on delivery, only 15 percent used Easypaisa, and just 7 percent paid through credit or debit cards. The limited use of formal digital payment methods reflects ongoing concerns around trust, security, and accessibility, which continue to constrain the growth of Pakistan’s digital commerce ecosystem.
Overall, the Gallup & Gilani Pakistan survey paints a picture of an economy where online shopping remains the exception rather than the norm. Despite the availability of digital platforms, consumer trust, payment infrastructure, and cultural habits continue to shape purchasing decisions. The findings suggest that for e-commerce to scale meaningfully in Pakistan, sustained efforts will be required to improve digital payment adoption, consumer confidence, and platform reliability, alongside broader awareness and education initiatives aimed at shifting long-established shopping behaviors.
Follow the SPIN IDG WhatsApp Channel for updates across the Smart Pakistan Insights Network covering all of Pakistan’s technology ecosystem.
