How do Pakistanis choose their purchases, Google reveals key insights

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In a few decades, mobile phones became an essential part of our lives. After the launch of smartphones, a positive impact is created on different industries including e-commerce.

In Pakistan, the trend of online shopping is also prevailing as people now prefer to do shopping within the comfort of their homes. The cheap availability of internet also played a key role in the growth of e-commerce industry in Pakistan.


Recently, Google partnered with key research firms, Quantum and Ipsos, to study the purchasing habits of Pakistanis. The research findings gave great insight into how the digital platforms have changed the purchasing dynamics and how companies can tap these latest trends to make themselves prepare regarding the future of e-commerce.

Here are some key findings.

A large number of Pakistani shoppers goes online to get the detailed information regarding the product category before making a purchase.

Several shoppers from Pakistan learn about a product online that they do physically. For every 10 shoppers who visit a store to check out a product there are 30 shoppers who will never visit a store but instead do online search to learn about a product from that brand.

1.6x more shoppers from Pakistan seek details about a skincare product than visit the physical store.

2.1x more shoppers from Pakistan seek details about a mobile phone than visit the physical store.

3x more shoppers from Pakistan seek details about the fashion wear product than visit the physical store.

Pakistanis are getting more knowledge about products through digital platforms as compared to actual physical stores.

When shoppers from Pakistan go online to get details about a specific product, they mainly utilize Google Search for that purpose.

2.1x more shoppers say they seek details about skincare on Google Vs non Google social media platform than visit the physical store.

2.6x more shoppers say they seek details about skincare on Google Vs non Google social media platform than visit the physical store.

2.4x more shoppers say they seek details about women’s fashion wear on Google Vs non Google social media platform than visit the physical store.

Shoppers from Pakistan utilize Google Search several times, or for many more sessions than they do on any other digital platform.

Shoppers from Pakistan spend 2x more sessions on Google Search than the other most visited social media platforms while purchasing  a skincare product

Google Search is the first and last touchpoint shoppers from Pakistan have along their path to buy prior to point of sale.

Skincare – 7.8x more shoppers begin their pre-purchase journey at Google Search than any other online resource or physical store.

Skincare – Before the POS, 4x more people end their pre-purchase journey at Google Search as compare to social media platform or physical store.

Smartphones – 10x more shoppers begin their pre-purchase journey at Google Search than any other online resource or physical store.

Smartphones – Before the POS, 5.2x more people end their pre-purchase journey at Google Search as compared to social media platform or physical store.

Women’s Fashion Wear – 5.2x more shoppers begin their pre-purchase journey at Google Search than any other online resource or physical store.

Women’s Fashion Wear – Before the POS, 4.5x more people end their pre-purchase journey at Google Search as compare to social media platform or physical store.

Advertisements on Google Search are more strongly recalled by shoppers from Pakistan than advertisements on other platforms.

In the 4 weeks before purchasing, 2x more shoppers from Pakistan recall seeing an ad for skincare product on Google Search than other platforms.

In the 4 weeks before purchasing, 2.4x more shoppers from Pakistan recall seeing an ad for smartphone on Google Search than other platforms.

In the 4 weeks before purchasing, 2.4x more shoppers from Pakistan recall seeing an ad for women’s fashion wear on Google Search than other platforms.

At the actual POS, the study reveals that while there has not been a huge shift in shopping habits for shoppers from Pakistan, there are a few burgeoning trends. As, the practice of “webrooming” is becoming common in physical stores. However, it is a slang term for the consumer practice of researching a product online while said consumer is in the actual physical store where they actually plan on buying the product in-person.

Some shoppers from Pakistan are starting to adopt the consumer practice of webrooming while at the point of sale.

While, webrooming, 3x more shoppers from Pakistan turn to Google than any other digital platform. After shoppers do a purchase, some are still searching online to further get details related to the product. In short, there are high opportunities for brands to use these insights to sell more products and services and ultimately increase their brand value.

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