Pakistan Ecommerce FAQ & Resources

Answers to the questions we hear most often from people building an ecommerce store in Pakistan — covering COD, logistics, sourcing, and the basics of running a Shopify store here. This page is a general resource, independent of any specific product or course.

Cash on Delivery (COD)

Why is COD so dominant in Pakistan compared to other countries?

Card and digital wallet adoption is still limited compared to markets like the US or UK, and many shoppers remain cautious about paying online before receiving a product. Over 80% of Pakistani ecommerce orders are still paid via COD, which is why most successful local stores build their entire operation — checkout, courier selection, cash flow planning — around it rather than treating it as a limitation.

What is RTO and why does it matter so much?

RTO (Return to Origin) happens when a customer orders COD but rejects the parcel at delivery. It's the single biggest hidden cost in Pakistani ecommerce, since the seller pays both outbound and return courier fees on a sale that never completes. Typical RTO rates range from 15–30% for new stores; confirming orders before shipping and collecting complete addresses are the two most effective ways to reduce it.

How long does it take to receive COD payments from a courier?

This varies by courier — some remit weekly, others every few days after delivery. It's worth checking a courier's remittance schedule before committing to them, since it directly affects how much working capital you need to keep the business running smoothly.

Sourcing & Products

Should I import products or source them locally?

For new sellers, local sourcing from wholesale hubs (like Shah Alam Market in Lahore, Jodia Bazaar in Karachi, or the Clock Tower markets in Faisalabad) is generally lower-risk than importing — faster turnaround, no customs delays, and no currency exposure. Many sellers move to importing later once a product is validated and they're ready to scale volume.

How do I know if a product will actually sell?

Check active ad libraries (Meta and TikTok) filtered to Pakistan for similar products, look at Google Trends for the category over the past 12 months, and see what's already performing well on local marketplaces. Ads running continuously for two or more weeks are a reasonably strong signal that a product is profitable for someone.

What markup should I aim for?

A common starting point is roughly 3x the wholesale cost, which leaves room to absorb courier fees, ad spend, and RTO losses while still leaving real profit. The right number varies by product category and price point.

Marketing

Should I advertise on TikTok or Meta (Facebook/Instagram)?

Both play a role. TikTok often has lower costs for new stores and works well for testing new products with UGC-style content. Meta tends to perform better once you have pixel data for retargeting and scaling proven winners. Many sellers test on TikTok first, then scale successful products on Meta.

Does advertising in Roman Urdu actually help?

Many sellers report noticeably better engagement and conversion with ad copy in Roman Urdu compared to pure English, since it tends to feel more authentic and relatable to local audiences.

Store Operations

What's the biggest mistake new Pakistani ecommerce sellers make?

Shipping every order immediately without any confirmation step. A simple WhatsApp confirmation message before dispatch catches a large share of fake, mistaken, or low-intent orders, meaningfully reducing RTO.

How important is packaging really?

More than most new sellers expect. Packaging affects both damage-related returns during transit and how trustworthy a parcel looks at the customer's door — both of which affect your bottom line directly.

Where can I read more?

Our blog covers these topics in more depth, including dedicated guides on pricing, RTO reduction, product research, checkout setup, and seasonal sales planning.