ROLE OF ELECTRONIC COMMERCE (E-COMMERCE) IN PAKISTAN: CONSUMER BEHAVIOR, GROWTH PROSPECTS, AND CHALLENGES

This research explained the factors that influence the adoption of e-commerce by organizations in Pakistan and analyze the influence of e-commerce on the consumer's behavior. In addition to that, analysis evaluated the impact of e-commerce on the organizational growth potential and examined its challenges. The identification of the study's findings is through the application of statistical methods like regression and correlation. The research results suggested that some of the factors that can influence the adoption of e-commerce by Pakistani firms are convenience, cost-effectiveness, and delivery speed. The statistical analysis outcomes depicted a positive influence of e-commerce on consumer behavior and organizational growth. Some of the organizational challenges that can arise because of e-commerce applications are lack of integration with corporate objectives and lack of organization's internal capabilities