Impact of COVID-19 on the drivers of cash-based online transactions and consumer behaviour: evidence from a Muslim market

Abstract

PurposePakistan is predominantly a cash-based economy, with consumers showing several traits ranging from low confidence on the electronic commerce security, poor access to banking, absence of widespread awareness of e-payments and other religious and psychological barriers to adopting alternatives to cash. This study aims to examine e-payment modes in Pakistan with respect to their impact on supplier and consumer behaviour before and during the pandemic times.Design/methodology/approachThe research follows a qualitative approach. Focus groups and interviews are conducted to carry out an in-depth analysis of consumer and supplier behaviour.FindingsThe findings show that customers are not satisfied with the current e-commerce system in Pakistan, whereas though producers prefer prepayments, they are forced to rely on cash on delivery. However, due to the recent COVID-19 outbreak, consumers are going cashless to avoid physical cash and observe safety protocols. To convert this temporary and enforced patronage of online transactions into a long-term and sustainable one, massive marketing and a combined effort from the government, private bodies and financial institutions is required.Research limitations/implicationsThe study was conducted using online interviews which has the drawback of connection issues, delays and lags in the connectivity, and hence may lead to miss important gestures for data analysis.Originality/valueThis research can be of benefit to online consumers and the supplier side of the online retail industry, by providing them with insight into the various factors that affect consumer behaviour towards e-commerce payment options. An understanding of the behavioural motivators of consumers will allow e-retailers in developing more marketing strategies that are effective, to improve the satisfaction level of their customers and contribute to the development of Pakistan’s e-commerce sector into a globally competitive one.