Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Shahid R. Mir, Assistant Professor, Department of Management

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

Covid-19 pandemic brought a colossal change in the personal and professional lives of people all over the world. What was never considered to be normal before, became the new normal after the pandemic. The change in lifestyle also brought a major shift in the way we buy products and services as the mode of purchase shifted from in-store purchase to online shopping to a greater extent giving boost to the e-commerce industry.

Online pharmacies appeared as one of the primaries means to obtain medicines. People all over the world resorted to buying medicines online. This encouraged many renowned pharmacies around the world to shift gears to online distribution of medicine with allied facilities such as online customer care, facility of online pharmacist etc.

Like contemporary countries, in Pakistan too, few online pharmacies initiated their online prong to facilitate supply of medicine to internet users. MedicineLo ( was one such pharmaceutical firm who started this venture capitalizing the opportunity. The firm did a good business during pandemic but observed a decline during period of relaxation in covid and possible end of pandemic in Pakistan.

This research project is aimed to understand the possible reasons that led to the decline in the e-pharmacy business in the post covid time. This project also helps to identify the potential opportunity areas for the e-pharmacy to improve their business in the current environment. The primary research of the project was conducted with the help of a questionnaire and focus group discussions with diverse groups of people from Karachi. Survey results data and themes coming out from the focus group discussions were then analyzed which helped in highlighting the possible reasons for decline and provided some valuable insights to formulate the potential opportunity areas for the business. In addition to primary research, secondary research was also carried out through literature review.

The result from the analysis shows that there is willingness of consumers to increase the use e-pharmacy over physical stores provided the e-pharmacy includes factors like convenience, product availability, timely delivery, and multiple and secure modes of payment along with some other additional factors.

The study results also indicate that the market for online pharmacies is primed for future expansion and development and its use will increase by customers to fulfil their healthcare demands, thus it will be crucial for these companies to adapt to changing consumer preferences and expectations.


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Available for download on Tuesday, October 15, 2030

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