International businesses looking to establish themselves in the Pakistani e-commerce market will now have an easier time doing so, as payment technology provider, PayFuture, launches its operations in the country.
Consumers in Pakistan are quickly embracing digital solutions, with 83 per cent of the population having a smartphone, and 39 per cent having access to the internet. With over 240 million people in total currently, the demand for secure, accessible local payment options that connect them to global markets is on the rise.
With PayFuture’s payments technology and regulatory knowledge, businesses can now navigate the complexities of this high-potential market with ease. PayFuture allows international businesses to connect with popular local payment methods, such as Easypaisa and JazzCash. This enables them to cater to Pakistani consumers’ payment preferences, all while meeting stringent local compliance standards.
This expansion builds on strategic partnerships with payment providers in Pakistan. It creates a unique redundancy model that ensures uninterrupted service through rerouted transactions when necessary, providing consistent and reliable consumer experiences. This mitigates the risks often associated with frontier markets.
Furthermore, the establishment of operations in Pakistan marks a significant milestone in PayFuture’s global growth strategy. It reinforces its commitment to providing international brands with the payment solutions that make new markets accessible and profitable.
Breaking down barriers to entry
Manpreet Haer, CEO and co-founder of PayFuture
Manpreet Haer, CEO and co-founder of PayFuture commented: “Our entry into Pakistan offers businesses a comprehensive solution that combines localised payment integration, currency conversion, and robust fraud prevention. These features are designed to align with Pakistan’s regulatory framework, giving our clients the confidence to operate in a promising yet complex market with minimal friction.
“Many global businesses have hesitated to enter emerging and frontier markets like Pakistan due to regulatory challenges, cross-border payment complexities, and unfamiliar payment preferences. PayFuture removes these obstacles. Furthermore, we offer merchants a single integration point with built-in compliance that aligns with Pakistan’s data protection and foreign exchange laws. This simplified approach lets businesses enter the market without having to navigate the intricacies of regulatory approval independently.”
Zaki Farooq, chief technology officer and co-founder of PayFuture added: “Pakistan’s
evolving e-commerce landscape presents tremendous opportunities for global brands. With this launch, we are equipping businesses with the essential tools they need to succeed, including simplified regulatory compliance, access to preferred local payment methods, and a gateway to an increasingly engaged consumer base.
“Our mission is to empower merchants with the opportunity to deliver quality services in new territories that may have previously seemed too complex to navigate. We’re enabling them to maximise sales, profitability, and customer loyalty.”
Growth of e-commerce
In 2024, Pakistan’s retail payments saw remarkable growth, with transaction volumes rising from 4.7 billion to 6.4 billion in just one year. The widespread use of digital wallets has helped drive the major shift towards e-commerce, with approximately 87 per cent of digital payments made through wallets, compared to 78 per cent in 2023 – while only 13 per cent were through payment cards.
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