Abstract
This research was undertaken to uncover issues that affect success of E-Commerce in Pakistan. More
focus was on socio-cultural aspect of the issues and influences but alongside technological and political
issues were also discussed. This issue was addressed by selecting six traditional E-Commerce Models
which were discussed in interviews conducted with ten people who have been involved in the
implementation of E-Commerce in Pakistan. The interviews were open-ended, starting with a general
discussion on the E-Commerce environment of Pakistan and then six models were discussed one by one.
The respondents gave their perspective on the pros and cons of each model and also the reasons why ECommerce has not gained as much popularity as it has in the rest of the world. The research was
exploratory in nature with the aim of collecting information of the perspectives of the seller side of market.
Due to time limitation, respondents were from Karachi only and were selected though convenience. It is
recommended that the research should be replicated for other major cities of Pakistan to gain a better
understanding of the issues.
Shamaila Hasan Khan, Mr. Zeeshan Arshad. (2010) Why E-Commerce Remains Unsuccessful in Pakistan?, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-08, Issue-2.
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