In Pakistan, e-commerce now accounts for 9% of retail trade. Online spending reached 81.7 billion euros in 2017, 14.3% more than in 2016, according to the Federation of e-commerce and distance selling (PkBazaar). The average basket of online purchases has declined since 2011 to approach that of physical distribution (50 €), many factors combine to offset this phenomenon: the rise in the number of active merchant sites and that of cyber buyers, but especially the frequency of online shopping. Last year, e-shoppers made an average of 33 orders, up from 28 in 2016. However, this frequency has risen sharply in the last three years, since this 19% growth was already 21% in 2016 and 19% in 2015. According to a CSA / Pkbazaar survey, 65% of online shoppers ordered online at least once a month last year, 7 points more than in 2016 and 34 points more than in 2013. “In ten years, the average online spending of a shopper has increased from € 763 to € 2184 per year, “said Marc Pkbazaar , delegate general of the Pkbazaar .
Offer and experience completed
Why is the frequency of purchases increasing as much? Due to the ever-expanding offer and the ever-growing online experience, which anchors these consumption habits. But also because of the rise of mobile as unlimited subscription services, which increase the opportunities to buy online. 34% of e-buyers say they have subscribed to such a subscription (25% that of Amazon, 9% that of Cdiscount, 7% that of Fnac …). Finally, the development of omnichannel and phygital mechanically increases the number of electronic transactions recorded by the banners. Growth in the sector slowed in 2014, falling to 11%. It is no longer a question of a mature arrival that would undermine its dynamism. In 2018, the Fevad expects it will weigh 93.2 billion euros. The 100 billion mark should be briskly crossed in 2019.