KARACHI: Estimates about the size of Pakistan’s e-commerce industry have been many and varied, and there seems to be no ballpark number. While recent figures put it around $100 million, it may be greater than that, stakeholders believe. Part of the reason why some people underestimate the size could be their lack of understanding of the concept of e-commerce, believes Adam Dawood, the managing director of online marketplace Kaymu.pk. He gives an example: “Buying airline tickets online is e-commerce, too. PIA alone should be generating annual revenue of $8 million given a conservative figure of 250 online reservations per day and Rs9,000 per ticket.” He, however, concedes...
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