Analysis of the e-commerce market in Nepal

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e-commerce market in Nepal

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E-commerce, or electronic commerce, refers to the buying and selling of goods and services over the internet. E-commerce has revolutionized the way businesses operate, providing an alternative to traditional brick-and-mortar stores. Nepal, like many countries, has seen a surge in e-commerce activity in recent years, with more consumers turning to online shopping for convenience, affordability, and variety.

This analysis aims to provide an overview of the e-commerce market in Nepal, examining its current state and future prospects. We will explore the size and scope of the industry, consumer behavior and trends, challenges and opportunities faced by e-commerce businesses, and the competitive landscape of the market. By analyzing these factors, we hope to gain insights into the e-commerce industry in Nepal and provide recommendations for businesses and policymakers to help facilitate its growth.

Market Overview

Demographics of Nepal

Nepal is a small landlocked country located in South Asia, with a population of approximately 29.3 million people. The median age in Nepal is 24.9 years, with a literacy rate of 65.9%. The majority of the population lives in rural areas, with a small urban population concentrated in the Kathmandu Valley.

Internet Penetration Rate in Nepal

As of January 2022, the internet penetration rate in Nepal was approximately 29%, according to Datareportal. While the rate of internet adoption has been increasing rapidly in recent years, it remains relatively low compared to other countries in the region.

E-commerce Industry Size in Nepal

The e-commerce market in Nepal is still in its early stages, but it has been growing rapidly. According to a report by the Federation of Nepalese Chambers of Commerce and Industry, the e-commerce market in Nepal is expected to reach NPR 150 billion (approximately USD 1.2 billion) by 2023. This growth is being driven by increased internet penetration, rising disposable incomes, and a growing consumer preference for online shopping.

Top E-commerce Players in Nepal

The e-commerce market in Nepal is dominated by a few major players, including Daraz, Sastodeal, and Gyapu. These companies offer a wide range of products and services, from electronics and clothing to food delivery and ride-hailing.

Types of E-commerce Models in Nepal

There are several types of e-commerce models in Nepal, including business-to-consumer (B2C), consumer-to-consumer (C2C), and business-to-business (B2B) e-commerce. B2C e-commerce is the most common model, with companies such as Daraz and Sastodeal offering online marketplaces for consumers to purchase goods from a variety of vendors. C2C e-commerce is also popular, with platforms such as Hamrobazaar and Oliz Store allowing individuals to buy and sell products with each other. B2B e-commerce is less prevalent but is growing, with companies such as NepalB2B and Bizmandu offering online marketplaces for businesses to purchase goods and services from each other.

Consumer Behavior and Trends

Consumer Preferences for Online Shopping

Consumers in Nepal are increasingly turning to online shopping for its convenience and affordability. According to a survey by the Nepal Rastra Bank, the most popular items purchased online are clothing, electronics, and household goods. Consumers are also attracted to the wide range of products available online, as well as the ability to compare prices and read reviews before making a purchase.

Payment Methods Used by Consumers

Cash on delivery (COD) is the most popular payment method used by consumers in Nepal, accounting for approximately 90% of all transactions. This is due in part to the low credit card penetration rate in the country, but also to a general preference for cash payments. Mobile payments, such as eSewa and Khalti, are also gaining popularity, particularly among younger consumers.

Consumer Trust in E-commerce Platforms

Consumer trust in e-commerce platforms is a key factor in the growth of the industry. According to a survey by the Nepal Telecommunications Authority, trust in online platforms is generally high, with consumers citing factors such as easy returns and refunds, secure payment methods, and reliable delivery as important considerations when shopping online.

Key Drivers of E-commerce Growth in Nepal

Several factors are driving the growth of e-commerce in Nepal. The increasing availability of internet access, particularly through mobile devices, is making it easier for consumers to shop online. The rise of social media platforms, such as Facebook and Instagram, is also facilitating online transactions, as businesses are able to connect with customers and promote their products directly on these platforms. Finally, the COVID-19 pandemic has accelerated the shift towards online shopping, as consumers have been forced to stay home and avoid in-person shopping trips.

Challenges and Opportunities


Despite the rapid growth of e-commerce in Nepal, there are several challenges that the industry faces. These include:

  1. Low internet penetration rate: While the internet penetration rate is increasing, it is still relatively low compared to other countries in the region.
  2. Low credit card penetration rate: Cash on delivery is the most popular payment method in Nepal, in part due to the low credit card penetration rate.
  3. Lack of trust: While consumer trust in e-commerce platforms is generally high, there have been cases of fraud and scams, which can erode trust in the industry as a whole.
  4. Logistics and infrastructure: Nepal’s mountainous terrain and underdeveloped infrastructure can make it difficult to deliver goods to remote areas, which can limit the reach of e-commerce businesses.


Despite these challenges, there are several opportunities for e-commerce businesses in Nepal. These include:

  1. Growing middle class: Nepal’s growing middle class is driving demand for consumer goods and services, and e-commerce is well-positioned to tap into this market.
  2. Rising mobile phone adoption: As mobile phone adoption continues to rise, e-commerce businesses can leverage mobile platforms to reach a wider audience.
  3. Government support: The Nepalese government has taken steps to support the growth of e-commerce, including providing tax incentives and infrastructure development.
  4. Untapped markets: There are still many untapped markets in Nepal, particularly in rural areas, which represent an opportunity for e-commerce businesses to expand their reach.

Competitive Analysis

Major Players in the E-commerce Market

The e-commerce market in Nepal is dominated by a few major players, including:

  1. Daraz: Owned by the Alibaba Group, Daraz is the largest e-commerce platform in Nepal, offering a wide range of products, from electronics and fashion to home appliances and groceries.
  2. Sastodeal: Sastodeal is the second-largest e-commerce platform in Nepal, with a focus on consumer electronics, mobile phones, and fashion.

Competitive Landscape

The competition among these major players is intense, with each platform vying for a larger share of the market. Some of the key factors that differentiate these platforms include:

  1. Product Range: Each platform offers a different range of products, with some focusing more on electronics and others on fashion or groceries.
  2. Pricing: Pricing is a key consideration for consumers, and each platform employs different pricing strategies to attract customers.
  3. Delivery and logistics: Reliable and timely delivery is essential for customer satisfaction, and platforms that are able to provide fast and efficient delivery are more likely to win customers.
  4. Payment methods: Different platforms offer different payment options, with some offering more options than others, such as mobile payments or installment payments.
  5. Customer service: Customer service is an important factor in building trust with customers, and platforms that are able to provide good customer service are more likely to retain customers over the long term.

Overall, the e-commerce market in Nepal is highly competitive, with each platform striving to provide the best customer experience and attract a larger share of the market.

Future Outlook

The e-commerce market in Nepal is expected to continue to grow rapidly in the coming years, driven by several factors:

  1. Increasing internet and mobile phone penetration: As internet and mobile phone penetration rates continue to rise, more consumers are expected to adopt e-commerce platforms.
  2. Government support: The Nepalese government has shown a commitment to supporting the growth of e-commerce, which is likely to encourage more investment in the industry.
  3. Growing middle class: As Nepal’s middle class continues to grow, demand for consumer goods and services is expected to increase, providing an opportunity for e-commerce businesses.
  4. Technological advancements: Advancements in technology, such as improved logistics and payment systems, are likely to make e-commerce platforms more efficient and reliable.

However, there are also some challenges that the e-commerce market in Nepal will need to overcome, such as:

  1. Limited infrastructure: Nepal’s underdeveloped infrastructure, particularly in rural areas, can make it difficult for e-commerce businesses to reach customers in these areas.
  2. Payment methods: The low credit card penetration rate in Nepal means that cash on delivery is still the most popular payment method, which can create logistical challenges for e-commerce businesses.

Despite these challenges, the overall outlook for the e-commerce market in Nepal is positive, with the potential for significant growth in the coming years.


In conclusion, the e-commerce market in Nepal has seen rapid growth in recent years, driven by factors such as increasing internet and mobile phone penetration, a growing middle class, and government support. The market is dominated by a few major players, including Daraz and Sastodeal, which compete on factors such as product range, pricing, and delivery logistics.

While there are challenges that the industry faces, such as limited infrastructure and low credit card penetration, the future outlook for the e-commerce market in Nepal is positive, with the potential for significant growth in the coming years. With continued investment in technology and infrastructure, as well as improvements in payment systems, e-commerce businesses in Nepal are well-positioned to meet the evolving needs of consumers and tap into new markets.

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