Challenges of Online Business in Pakistan: Buyer’s Perspective

Abstract

The study's main aim is to highlight the challenges in online business in Pakistan. Apart from the challenges, some other factors, buyers' perceptions, preferences, experiences, and online shopping frequency, were also studied. For this purpose, the research was conducted in the South Punjab region of Pakistan, and the sample consisted of 48 business students from the public university named Bahauddin Zakariya University. Exploratory research was employed, and questionnaires were delivered through the mail. The response rate remained at 70%, which was quite acceptable. Of the 34 respondents, 21 were male students, and the responses were analyzed using content analysis techniques. The results showed that buyers preferred online business because of its convenience. However, they hesitated due to trust issues that a review and rating system could mitigate. Understanding the nuances of online business challenges and exploring the barriers to the seamless adoption of online business in Pakistan is imperative to unlocking the full potential of e-commerce as a driver of economic growth. It provides valuable insights for decision-making for policymakers, businesses, and consumers but is also helpful for researchers interested in developing innovative solutions, improving consumer experiences, and conducting consumer research.