The Trend of E-commerce in Pakistan, Identifying its Benefits and Challenges
Abstract
This research has intended to explore the views and opinions of Pakistani consumers regarding shopping from e-commerce websites. Theory of Technology Readiness has served as the foundation of the study. The study used a qualitative exploratory research design. The findings of the study were based on primary data acquired through purposive sampling technique from 15 buyers of e-commerce businesses in Pakistan. The data was gathered using an in-depth interview as a research tool. Thematic analysis was utilized to analyze the data and two main themes were emerged, beneficial aspect and challenging aspect which were further classified into sub-themes and relevant codes. The findings of the study states that the beneficial aspects of e-commerce platforms like navigation factors, attractive features and customer supporting factors are the drivers for online shopping among Pakistani consumers. However, it was found that trust factors, logistic issues and quality factors are the challenges customers have to face while satisfying their shopping needs. The study provides recommendations to the online business retailers in Pakistan to reduce these challenging aspects in order to gain customer satisfaction and increase revenue during pandemic.
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