Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing



Project Type

MBA Research Project

Keywords">eB2B, Marketplace, Grocery, Retailers, E-Commerce

Abstract / Summary

In Pakistan, if there is one thing that has an access beyond all bounds then that is its general retail trade with the size of revenue worth USD 6 Billion in 2021 with an expected CAGR of 7% for the next four years (ecommerceDB, 2022). This makes up an approx. 1.7% of the GDP i.e., USD 346.34 Billion (The World Bank, 2022) with sufficient growth potential. However, this market is highly unregulated and still quite far from technology due to which true picture of this market is extremely difficult to gauge.

Nevertheless, with increase of connectivity some retailers are shifting towards the eB2B channels. The aim of this project is to explore the factors under consideration by retailers when opting for such channels and the challenges they face in it. The objective of this study was to figure out media consumption pattern and social media influences on the retailers’ decisions as well as to understand the purchasing behavior of retailers such as their purchase frequency, cash management techniques, inclination towards credit, perceived barriers and benefits of credit etc.

Results of the study have indicated that age has a significant impact when considering online purchases. Another interesting insight gained was that expertise in using smart phones, access of internet in stores and social media consumption pattern also have a significant impact on intent to purchase inventory online by retailers.

However, the study had its fair share of limitations as eB2B is a relatively young industry due to which very limited secondary data was available for hypothesis formation. Additionally, retailers were extremely cautious about sharing information about their stores which made the data collection for primary research (i.e., survey and In-depth interviews) a very challenging task. Furthermore, the study was conducted in Karachi only due to mobility issues of group members however the same can be extrapolated to the population of Pakistan as the metro city is considered as mini-Pakistan.

Available for download on Thursday, June 06, 2030