The Government of Pakistan has released the draft of its E-Commerce Policy 2025–30, presenting a comprehensive strategy to modernize and scale the country’s digital commerce ecosystem. Building on the foundations of the 2019 National E-Commerce Policy, this updated framework addresses key challenges and opportunities in payments, logistics, consumer protection, financial inclusion, cross-border trade, and digital trust.
The new policy introduces a lifecycle-based approach designed to support businesses and consumers from initial onboarding to final transaction and beyond. Structured around five strategic pillars, the policy focuses on expanding digital onboarding, promoting digital payments, developing sustainable logistics, strengthening consumer trust, and enabling cross-border trade. These pillars aim to create a cohesive and inclusive e-commerce environment that supports merchants, particularly micro, small, and medium enterprises, women entrepreneurs, freelancers, and informal sellers.
Pakistan’s strong mobile penetration, growing youth population, and the confidence of small businesses in digital tools are identified as national advantages. However, the policy acknowledges barriers such as the urban-rural digital divide, the dominance of cash-on-delivery in online transactions, fragmented regulatory environments, limited rural logistics infrastructure, and the absence of protections for gig economy workers.
To tackle these issues, the policy proposes simplified digital onboarding processes, especially for underserved segments. Public-private partnerships will be leveraged to reduce entry costs and improve digital literacy. A major priority is reducing cash-on-delivery, which currently accounts for 60 to 70 percent of transactions. The policy envisions a shift to secure, interoperable digital payments to promote transparency and convenience.
In the logistics domain, the government aims to develop rural delivery systems, introduce standardized address frameworks, and encourage green logistics practices. Urban areas have already achieved average delivery times under 24 hours, and the same efficiency is being targeted in less-developed regions.
On consumer protection, the policy mandates the establishment of clear dispute resolution channels, stricter enforcement of data privacy laws, anti-fraud measures, and mechanisms to build digital trust. One of the key performance indicators is to resolve 95 percent of e-commerce complaints within 72 hours.
To expand Pakistan’s share in the global digital economy, the policy simplifies cross-border trade processes. This includes digitizing customs procedures, introducing paperless clearance for low-value shipments, and signing digital trade agreements with international partners. The goal is to triple business-to-consumer e-commerce exports by 2030.
Institutional delivery of the policy will be led by the National e-Commerce Council, supported by specialized working groups and an E-Commerce Secretariat within the Ministry of Commerce. These bodies will coordinate across government agencies and private stakeholders, ensuring policy adaptability through real-time data feedback and annual performance monitoring. Independent audits are planned for the third and fifth years of the policy’s implementation.
Key targets include reducing reliance on cash-on-delivery to below 30 percent by 2027, significantly increasing digital adoption among MSMEs, and developing a modern, accessible e-commerce logistics infrastructure. The policy also introduces responsible participation options for youth aged 15–18 and incorporates environmental sustainability into packaging and delivery operations.
Pakistan’s E-Commerce Policy 2.0 presents a timely and ambitious roadmap to unlock digital growth, reduce systemic barriers, and position the country as a competitive and inclusive player in the global digital trade arena.
