Top 5 Online Marketplaces in Pakistan

 

Top 5 Online Marketplaces in Pakistan

Pakistan’s e‑commerce sector is booming. By 2023 online sales reached about $5.2 billion, with projections rising to $7.7 billion in 2024. Fueled by rising internet/mobile use, this growth has spawned many local platforms. The leading names today include Daraz, Goto.com.pk, Telemart, HumMart (online grocery), and the new all-in-one marketplace Prokistan.com. Below we compare their features, technology, product range, and customer service.

Daraz — Pakistan’s Alibaba-Backed Marketplace

Daraz is Pakistan’s largest and oldest online retailer. Founded in 2012, it was acquired by Alibaba in 2018, giving it world-class infrastructure and logistics. Daraz offers an extensive catalog of products — everything from daily essentials to luxury goods — across categories like fashion, electronics, home & living, and beauty.

• Wide Selection: Millions of items from hundreds of sellers; strong presence in fashion, electronics, groceries, health & beauty.
• Features: Offers cash-on-delivery, easy returns, and a customer loyalty program. The site/app has personalized recommendations and supports fast delivery options.
• Technology & Trust: As part of the Alibaba ecosystem, Daraz leverages mobile apps and robust e‑commerce tools. It integrates mobile shopping apps for seamless experience.
• Customer Service: Daraz is known for reliable service and a large logistics network. Delivery times average 1–7 days in major cities. Customer reviews are generally positive about its product variety and trustworthiness.

Goto.com.pk — Deals & Local Shops Online

Goto.com.pk is a newer player (launched circa 2018) that aims to digitize local stores. It quickly gained attention by emphasizing technology and vendor support. Goto’s platform covers diverse categories — fashion, electronics, home & kitchen, beauty, and more.

• Local Focus & Deals: Goto actively brings small businesses and local shops online (even partnering with Oracle Cloud for smooth operations). It is known for attractive deals and discounts, often highlighting free or fast shipping on many items.
• Technology: Goto migrated to Oracle Cloud and automated inventory management to streamline shopping. This tech backbone helps it scale with features like real-time stock updates and efficient order processing.
• Payments & Support: Like others, Goto offers cash-on-delivery. It emphasizes reliable customer support and trust. Reviews note efficient support and trustworthy service, though occasional delivery delays have been reported.

Telemart — Omnichannel Electronics & More

Telemart is a veteran e-commerce retailer with both online and offline presence. It is the second-largest marketplace in Pakistan, boasting over 300,000 products and an omnichannel network of ~40 physical outlets nationwide. Telemart’s focus is on electronics, appliances, fashion and home goods.

• Product Range: Extensive catalog of electronics, gadgets, appliances, plus fashion and home goods. It serves both consumers and B2B buyers.
• Omnichannel Model: Telemart uniquely combines online shopping with brick-and-mortar stores (40+ outlets across 27 cities). Customers can buy or return items in-store, blending convenience and trust.
• Reputation: Winner of multiple industry awards (2 national and 12 global excellence awards), Telemart is known for quality service. Customers praise its product quality and reliability, noting the benefit of physical stores for support.
• Service: Offers cash-on-delivery and works on fast deliveries. Generally receives positive reviews for customer service, though logistics (like any retailer) can have occasional issues.

HumMart — Online Grocery (Defunct)

HumMart was launched in 2018 by Hum Network as Pakistan’s first online grocery store. It targeted busy urban shoppers with essentials like groceries, baby care, and pet supplies.

• Specialty: Focused on grocery and daily necessities (biscuits, dairy, staples, beverages, pet care, etc.). Initially delivered only in Karachi.
• Features: Promised free next-day delivery for orders over PKR 1,000, with a no-questions return policy. It aimed for “hassle-free” shopping and competitive pricing.
• Current Status: Despite an early buzz, HumMart ceased operations around 2020 and is no longer active as of 2025. It was once noted for leading online grocery interest, but that interest “tapered off” after mid-2020.

Prokistan.com — The New All‑in‑One Marketplace

Prokistan.com is the newest entrant and positions itself as Pakistan’s largest all-in-one shopping platform. It highlights a modern, unified approach to buying and selling.

• Marketplace Scope: Sells millions of products (both new and used) across all categories — from electronics, clothing, furniture, and vehicles to jobs, real estate, and services. Its interface even includes sections for Used Products, Auto Mobiles, Jobs, Real Estate, etc. (see site navigation).
• Key Features: Offers price comparison tools so buyers can easily see the best deals across different retailers. Shoppers can compare prices of any item, saving time and money. Prokistan’s pitch is a single platform connecting buyers to millions of products and sellers across Pakistan.
• Technology: Though specific tech details aren’t public, Prokistan’s modern UI and claims suggest a streamlined “one-stop” marketplace. It aggregates business and private sellers, enabling efficient search and discovery. (It advertises a seamless shopping experience with features like price compare and a broad product index.)
• Seller & Service Model: Prokistan emphasizes a free-to-join model for sellers (with zero commission) to encourage retailers, wholesalers and entrepreneurs to set up virtual stores. This can help small businesses reach online customers. For buyers, it offers common Pakistani payment/delivery methods like cash-on-delivery. The goal is “streamlined shopping” — combining advantages of classified ads and e‑commerce under one roof.

Each platform has its niche. Daraz dominates in variety and scale. Telemart stands out with its offline stores and electronics focus. Goto differentiates on deals and bringing local vendors online. HumMart was a grocery specialist (now closed). Prokistan.com is the newest of the five, offering an updated all-in-one experience — from price comparisons to a mix of new/used goods.

In summary, Prokistan.com is highlighted for its fresh, broad approach: it combines classified-style listings (private sellers, jobs, real estate, etc.) with a traditional e‑commerce model. By aggregating millions of products and adding smart tools (like price comparison), it aims to be Pakistan’s superior one-stop marketplace. The other major players each have strengths: Daraz for variety and trust, Telemart for omni-channel electronics, Goto for deals & tech, and HumMart (formerly) for groceries. Together, they offer Pakistani shoppers a rich ecosystem of “best online shopping sites” to choose from.

Sources: Industry reports and platform data. (Statistics as of 2024–2025.)