The future of marketing in Pakistan: Growing trends and shift towards e-commerce
The future of marketing has changed radically with the advent of smartphones and online shopping. In 2020, consumers just do not have the time to flip through catalogues, plan shopping trips and spend hours at the mall. Today’s consumers want everything at the touch of a button. This growing demand has been met by the local market with great enthusiasm.
E-commerce in Pakistan has been growing by leaps and bounds in the past few years, with MNCs grabbing the spotlight such as Unilever, L’Oréal, Coca Cola, to name a few. Online shopping has witnessed a boom, owing to the services sector, which showed a 60%1 contribution to the GDP in 2018, increasing from 52% in 2017.
E-commerce sites such as Daraz, Hummart, foodpanda and the like have received a positive response from the region, despite the 90%2 of the market opting for cash on delivery as a mode of payment.
Here are some key trends shaping the e-commerce industry in the year to come:
Consumers still want the personalized treatment they receive in store. They want the online store to suggest products based on preferences and not just push the best-selling item.
Siri, Alexa, Cortana, Google Assistant. They’re available any minute at your fingertips. All you have to do is greet them. Adding voice search to your shopping website can help add value to your local SEO.
Consumers Demand Transparency:
The main reason consumers visit an ecommerce site or app is product information. This can influence the purchase decision whether they’re window shopping, conducting pre-purchase research, or discount hunting. Something as simple as being transparent and providing the correct product information can give you a much-needed edge in Pakistan’s e-commerce industry.
Overall, focus on prioritizing the consumer’s needs over any other agenda. The more footfall your e-commerce site/app has, the more chances you have of converting that traffic to buyers.
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GM Marketing Bisconni & Head of Media and Communication Ismail Industries Limited
A dynamic and highly adaptable Senior Executive with global and local brands background who has authored Strategic short and Long-term Business Plans