Look through enough new Pakistani ecommerce stores and one mistake shows up more than any other, offering only one way to pay and assuming it covers everyone. Some stores go COD only and lose the customers who’d have paid instantly through a wallet. Others push online payment hard and lose the much larger group still uneasy about paying before they see the product.
The instinct behind this is usually simplicity, fewer options means less to build and manage. But Pakistani buyers aren’t a single group with one payment habit. Someone in Karachi ordering from a store they already trust might happily pay through Easypaisa upfront. Someone in a smaller city ordering from a page they found through an ad an hour ago almost certainly wants cash on delivery as reassurance, because they’ve got no other reason to trust this specific seller yet. A store built around only one of these behaviours is quietly turning away the other.
The second common mistake sits right next to the first, not showing the total cost, including delivery, until deep into checkout. Combined with a narrow payment setup, it creates two separate points where a ready to buy customer can drop off before ever reaching a completed order.
What a stronger setup looks like
- Offer cash on delivery alongside JazzCash and Easypaisa, not one instead of the other
- Show full pricing, including delivery, before the final checkout step
- Make payment options visible on the product page itself, not just at checkout
Small visual cues help more than store owners expect here too. A row of payment icons directly under the price on a product page, JazzCash, Easypaisa, and a COD label together, answers a question before the customer has to ask it in a message. Stores that wait until the checkout page to reveal what’s actually accepted often lose buyers who never got that far in the first place.
Ikonix Marketing Agency builds payment setups for ecommerce clients around this exact gap, combining COD with mobile wallet options and surfacing both early enough that a customer never has to wonder what their choices even are. It’s a straightforward fix once it’s pointed out, but it’s consistently the change that moves order completion the most compared to anything done on the marketing side.
Getting more traffic or running better ads matters, but it’s wasted effort if the payment setup itself is quietly filtering out a chunk of ready buyers before they ever complete an order. Fixing that gap is usually the cheapest, fastest improvement available to a struggling store.