A year after joining Amazon Marketplace, Pakistan is currently ranked as the third biggest source of new sellers joining in 2022, according to Marketplace Pulse research. Amazon e-commerce platform has global reach. As of March 2021, Amazon Marketplace operated and sold in 18 countries, mostly in advanced economies of Europe, Japan and North America as well as in emerging markets like Brazil, China, India, Arab Gulf states and Turkey.
|Pakistani Sells on Amazon Marketplace. Source: Runway Pakistan|
Amazon added Pakistan to the countries allowed to sell on its marketplace in May 2021 after a year-long talks between Amazon, Pakistan’s Ministry of Commerce, and the National e-Commerce Council. Prime Minister Imran Khan's Special Assistant Razzak Dawood personally led this effort to boost Pakistan's exports. Eventually, the new sellers from Pakistan will contribute significantly to the country's exports, particularly in cotton textiles and apparel categories.
Even before officially joining Amazon Marketplace, there was already a cottage industry of gig workers that had sprung up in Pakistan to support merchants who had been unofficially selling products on Amazon Marketplace. These Pakistani merchants registered from countries such as the United Kingdom which are already on Amazon's approved list.
Pakistani gig workers include Amazon Virtual Assistants. These are freelancers providing services such as customer call centers, administrative tasks, fulfillment, and web development. Online freelance marketplace Fiverr lists over 7,000 Pakistanis who advertise themselves as Amazon Virtual Assistants, more than from any other country.
Here's Amazon Marketplace Pulse's ranked list of seller countries in terms of new sellers who have joined Amazon Marketplace in the last 12 months:
Rank Seller Country
1 United States
4 United Kingdom
As to future growth, Marketplace Pulse Research projects a lot more sellers coming from Pakistan which is home to the world’s largest Amazon seller groups: “eCommerce by Enablers” with over 1.2 million members, “Extreme Commerce by Sunny Ali” has more than 1.1 million members, and “Ecommerce Success Pakistan” has nearly 200,000. The groups started years before Pakistani sellers were officially allowed to sell on Amazon.
Grants of up to PKR 20M on offer from USAID for Pakistani companies seeking to export to US and to receive FDI.
Pakistan a popular seller on Amazon
Over 1.2m vendors of country registered with marketplace
Pakistan has now become the third largest popular new seller on the Amazon marketplace, after the United States and China, with over 1.2 million registered vendors.
Pakistan was allowed to enter the Amazon marketplace in May 2021, a year after talks began in 2020, following the implementation of Pakistan’s first e-commerce policy, Marketplace
There are more sellers in Pakistan as compared to India, Vietnam, the UK
The country, which has just registered itself with the marketplace, is home to the world’s three largest Amazon seller groups. These vendors are expected to contribute to Pakistan’s exports of over
Young entrepreneurs and small and medium-sized enterprises across the country will be able to avail the benefits offered by the platform, which will widen and diversify Pakistan’s export basket.
This will not only enhance their revenues but will also help the government in improving the macroeconomic outlook of the country,
The expansion of the e-commerce industry is important to support the medium and small-sized businesses to operate and make profit with the rising cost of
Pakistan’s e-commerce policy is part of the overall Digital Pakistan vision aimed at paving the way for a holistic growth of e-commerce by creating an enabling environment in which enterprises have equal opportunity to grow steadily.
Major exports of Pakistan that contribute to the national economy include textiles, leather and sports goods, chemicals, carpets and rugs. Pakistan also exports significant quantities of rice, sugar, cotton, fish, fruits
According to eCommerce analysis, Pakistan is the 37th largest market for eCommerce with revenue of $5.9 billion in 2021, placing it ahead of Iran.
With an increase of 45%, the Pakistani eCommerce market contributed to the worldwide growth rate of 15% in 2021.
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