Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Dr. Rameez Khalid
Committee Member 1
Dr. Rameez Khalid (Assistant Professor) Business Administration - Academic Affairs Institute of Business Administration (IBA), Karachi
MBA Research Project
Abstract / Summary
The growing trend of E-commerce has persuaded all forms of retail to transform their business models. The B2C market has been adapting well in contrast to the B2B retail which is gradually remodeling towards E-commerce. The trends have been shifting in the global market as well as in Pakistan as the consumer preferences change with time.
The report mainly focuses upon the transformation of B2B retail market towards e-commerce through the inception of web portals. The research is focused on activation of a dormant web portal named ‘Pakistani Mart’ that was developed to empower the SME sector of Pakistan, operating in B2B retail. The portal has been devised to provide a platform to buyers and sellers exclusively from B2B retail to connect online. This setup would give them an exposure to multiple opportunities across the country irrespective of their own location.
The study was performed to evaluate the need of such online platforms that can serve as a connecting platform for buyers and sellers. These connections were identified to be the sources of providing scalability to SMEs. The research relies upon the literature that has been reviewed alongside primary research which was done through conducting interviews of multiple website officials that can pose a competition to the client, potential suppliers and buyers. Moreover, a thorough audit of the existing portal was conducted to identify the issues that can hinder the target market from signing up on the portal. The research was conducted to formulate an actionable marketing, revenue and supply chain strategy that can serve as a launch pad for the portal.
The findings of this study suggest that the B2B retail sector of Pakistan is ready to adapt with the business models that are powered by e-commerce. However, the adaptability is derived by the factors of internet accessibility and smartphone availability for the target group. Moreover, the results discuss multiple revenue streams for the client's company. These include advertisements and commission on sales. The marketing strategy revolves around reaching out the target through the sales team, as well as SEO implementation for maximizing website traffic. The supply chain would however remain non-transactional and just focus on effective seller-buyer connectivity on the portal.
Ali, A., Kamal, A., Arshad, J., Khalid, M., & Saeed, M. A. (2021). Business case of a b2b e-commerce portal for Pakistan (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/277
Available for download on Tuesday, July 13, 2027
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