This comprehensive report focuses on a thorough assessment of the Pakistani ecommerce landscape. Our team of experts conducted research, studying the Pakistani market including an estimation of the e-commerce market size and an analysis of overall e-commerce landscape. Delving into the intricacies of the market, particularly scrutinizing the challenges and customer preferences associated with the prevalent use of Cash on Delivery (COD) over digital payment methods in ecommerce. The report has been crafted after conducting a detailed value chain analysis to identify the barriers created in the adoption of digital payments by the regulatory landscape, challenges faced by merchants in accepting digital payments, and motivations for consumers to transact using cash.