E-commerce in Pakistan: A New Horizon for Pakistani Products in European Markets

Abstract

The purpose of this article is to present an overview of the e-commerce potential of Pakistani markets in the world particularly in European countries by identifying the directions of expansion of the e-commerce in Pakistan. Businesses of all types are going to digitalize, and use websites to promote their products. This study aims to find the answers to “How e-commerce growth can promote business for SMEs”? Buying and selling exclusively done through online business transactions can lead to the low cost of production including direct and indirect costs which is very beneficial for a developing country like Pakistan. But the question arises how can commersial websites be reliable and effective for even a primary educated person so that e-commerce can be further developed in the country. Furthermore, how can Pakistani e-commerce websites attract the masses in the country and abroad by convencing them to purchase online frequently?

To analysis the impact of quality of Websites on E-commerce, and to investigate above mention queries, a survey-based experts’ views (who are the website developers of famous business sites in Pakistan) have been referenced. A pairwise / bipolar questionnaire, preferring a mix of main and sub-criteria also mentioned. With the help of the Analytical Hierarchy Process (AHP), data has been analyzed. It reveals that the more user-friendly, customer-friendly websites that respond quickly to customers’ queries with up-dated informations can grasp a large number of online business transactions.