Below is a clear execution-maturity matrix, not a popularity list.
It maps Pakistan’s top online retailers by how well they execute after the order is placed—delivery, installation, tracking, returns, and service.
Pakistan E-Commerce Execution-Maturity Matrix
🟥 Tier 1 — High Scale / Low Execution
Traffic leaders, execution bottlenecks
These platforms win on reach but leak cost and trust post-checkout.
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Daraz
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Goto
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Tejar
Characteristics
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Marketplace-heavy
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Fragmented sellers
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Weak installation ownership
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Returns handled defensively, not strategically
Risk: Margin erosion, rising CAC, customer churn
Opportunity: WaaS + LaaS integration, installer partnerships
🟧 Tier 2 — Medium Scale / Medium Execution
Structured retailers, inconsistent last mile
Better control, but not end-to-end yet.
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iShopping
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Telemart
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HomeShopping
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Paklap
Characteristics
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Central warehousing
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Partial delivery SLAs
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Installation outsourced
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Tracking present but unreliable
Risk: Cost creep via repeat visits
Opportunity: City hubs, first-time-right installation
🟨 Tier 3 — Low Scale / High Execution
Execution winners, scale constrained
These are closest to the Appliances Online philosophy.
