E-Commerce Growth in Pakistan: Privacy, Security, and Trust as Potential Issues

The internet has transformed the way business is conducted in the twenty-first century. It has changed the face and pace of business offering an indispensable opportunity to operate on digital platforms. Through these digital platforms, businesses find new sources of competitive advantage; thus, they are increasingly incorporating e-commerce channels. The advancements in telecommunication technologies have prompted the e-commerce environment around the globe. As e-commerce has grown and become an important tool for those living in developed countries but the growth and development of e-commerce in developing countries like Pakistan is slow. E-commerce privacy, security, and trust are critical issues that have been prompting negative and adversarial impacts on the development and expansion of e-commerce in Pakistan. In this study, the explanations of the customer’s privacy, security, and trust are considered to be discussed; the significance of the privacy concerns, suitable security measures, and trust development are also highlighted. This research depends on the literature that underlined the requirement of improved privacy and security measures and the significance of the Pakistani customer’s trust in building relations with e-commerce service providers. Few possible solutions are provided to resolve these issues.