How to Succeed in Ecommerce in Pakistan: TikTok Ads vs Meta, Dropshipping vs Brand Building
Ecommerce Baithak Episode 1 — Reality, Trends, and the Future of Ecommerce in Pakistan
In Pakistan, ecommerce conversations often swing between two extremes. On one side are people claiming, “Just launch a store and the money will start coming in.” On the other side are those who portray ecommerce as impossibly complex.
Ecommerce Baithak – Episode 1 cuts through both illusions and presents ecommerce as it truly is — not a shortcut to quick money, but a long-term business journey.
This episode dives deep into:
- TikTok ads vs Meta and Google Ads
- Dropshipping vs brand building
- Ecommerce taxes and SME cash-flow issues
- Youth mindset and unrealistic expectations
- Pakistan’s ecommerce growth potential
What Is Ecommerce Baithak?
Ecommerce Baithak is a round-table style ecommerce podcast and discussion series focused on Pakistan’s digital commerce ecosystem.
Its purpose is to:
- Show the real picture of ecommerce in Pakistan
- Move young entrepreneurs away from shortcut thinking
- Unite brands, freelancers, agencies, and tech players
- Create a space for learning, networking, and inspiration
Unlike typical “make money online” content, Ecommerce Baithak emphasizes long-term brand building, operational discipline, and sustainable growth.
Global Digital Awards — More Than Just Trophies
The discussion opens with Global Digital Awards, revealing a powerful idea:
Awards are not just about handing out trophies — they are about creating stories that inspire others.
Purpose of Global Digital Awards
The awards aim to:
- Recognize unsung heroes of ecommerce and tech
- Provide role models for young entrepreneurs
- Unite Pakistan’s ecommerce ecosystem
- Promote Pakistani brands on a global stage
This year’s edition includes:
- International collaborations
- Foreign delegations
- A fashion show to showcase Pakistani brands globally
A Young Man’s Story — The Real Impact of Ecommerce Content
Jahangir Ali shares a story about a young man who:
- Started ecommerce after watching podcasts and videos
- Now supports his entire family
- Helps others in his community earn a living
Key Takeaway
Sometimes you don’t attend an event for yourself — you attend it to become someone else’s role model.
This moment highlights how meaningful content and community platforms can transform real lives.
Dropshipping in Pakistan — A Short-Term Game With Long-Term Damage
One of the strongest messages in the episode is this: Dropshipping is mostly a short-term, trend-based model.
Why Dropshipping Fails Long-Term
- Products work today, die tomorrow
- Constant hunt for “winning products”
- No brand equity or customer loyalty
- High refund and return rates
The Sustainable Alternative
The panel strongly recommends:
White-label and private-label ecommerce + brand building
This approach builds:
- Trust
- Repeat customers
- Long-term business value
Low-Quality Products Are Destroying Customer Trust
A major industry-wide issue discussed:
When sellers enter ecommerce only to make fast money using fake or low-grade products, customers lose trust in online shopping. Genuine brands then suffer due to market distrust, and the entire ecosystem pays the price.
Ecommerce Taxes in Pakistan and the SME Cash-Flow Crisis
The episode explains how ecommerce taxes and compliance requirements are crushing small businesses.
The Hand-to-Mouth Reality
Most SME sellers operate like this:
- Courier payment arrives → buy new stock
- Ads funded → orders come again
- Cycle repeats
When taxes, returns, and courier delays interrupt this cycle, sellers with 5–10 orders/day collapse first — which represents the majority of Pakistan’s ecommerce sellers.
TikTok Ads vs Meta & Google Ads — No Universal Formula
The TikTok advertising discussion delivers highly practical insights.
Case Study 1
- 1,700 orders from TikTok
- Only 4% returns
- Meta returns: 13–14%
Case Study 2
- Expensive products sold better on TikTok
- Cheap products failed completely
Conclusion
There is no universal ad formula. Platform performance depends on brand, content, and audience fit.
It’s also noted that:
- Meta took 18–20 years to mature
- TikTok is still in its learning phase
- Daily performance varies brand-to-brand
Ecommerce in Pakistan — We’ve Barely Scratched the Surface
A powerful comparison highlights growth potential:
- China: 46–48% of retail is ecommerce
- Pakistan: Still below 5%
The opportunity is massive, but it requires structure, patience, brand-first thinking, and operational discipline.
The Power of Niches in Ecommerce
Many ecommerce niches in Pakistan are still wide open, especially in baby care, newborn products, and imported niche utility products. These categories have real demand but very few serious brands — creating an opportunity for long-term dominance.
Final Message — Ecommerce Is a Journey, Not a Shortcut
The episode ends with a powerful analogy:
You can’t reach Karachi from Lahore in 50 kilometers — and you can’t build an ecommerce brand overnight either.
Keys to Ecommerce Success in Pakistan
- Focus on brand building
- Choose niches wisely
- Match content with audience behavior
- Plan for taxes, cash flow, and operations
- Stay consistent and patient
Global Digital Awards 2024 — Event Details
- Date: 8 November
- Venue: Nishat Hotel, Emporium Mall, Lahore
- Website: GlobalDigitalAwards.co
- Type: Invite-only
