Online market for women in Pakistan: assessing the level contribution influenced by information and communication technologies

Abstract

The objective of this investigation is to have the influence of information and communication technologies (ICT) on women's engagement in the online market in Pakistan evaluated, both preceding and following the COVID-19 pandemic. Data were sourced from comprehensive semi-structured interviews with participants, a survey involving 346 women, and supplementary data obtained from the National Bureau of Statistics of Pakistan. Methodological comprising two sequential stages of scrutiny: an evaluation of ICT development concerning gender dynamics from 2017 to 2022 and a quantitative assessment of the market landscape and its developmental trajectory in the online realm in Pakistan. The most frequented online marketplaces among women are Daraz.pk, Facebook, Cybermart.pk, Symbios.pk, and Aliexpress. The findings of the study reveal the discernible impact of the COVID-19 pandemic on the volume and structure of online purchases and sales, with a notable uptick. Potential applications in fostering women's entrepreneurship are extended by this research.