LAHORE: Sarfaraz Ahmed, a resident of Lahore, is a car enthusiast interested in collecting vintage cars. His hobby has had him collect a couple of classic cars but now when he wants any advice on the matter he logs on to his online account at www.pakwheels.com and finds a lively and informed discussion on almost anything concerning automobiles.

In another part of the city, Shaista, who works in a private firm, often shops online. She usually prefers placing orders for products such as clothing accessories or computer accessories and other useful stuf f.

`Usually the order is delivered within the week,` she says, adding this has saved her from searching for what she wants and everything is just a click away.In fact, online transactions have increased over the years as the Internet has become more pervasive. Despite the fact that the Internet is accessed by only a segment of society, the part e-commerce plays in satisfying the demand in the market is a growing one and it plays an important role in providing a portal to small and medium businesses.

For instance, in 2013 about 30m internet users were reported all over the country out of which 15m users browsed online using their phones. There has been a mushroom growth of Pakistani commercial websites, information portals and specialised search engines.

Most of all them are the classifiedwebsites which have increased in number. The trend of delivering their products has led to many brands while they also keep a separate section for this reason on their websites. One of the well-known clothing stores in Karachi has a small outlet but it also focuses a lot on its online delivery orders and residents of Lahore can easily shop online. Usually no credit cards are required which makes it much easier for the consumers whose backgrounds and ages vary and not all of them may possess credit cards.

Many websites act as portals of classified advertisements while others expect cash on delivery.

The websites like www.kaymu.

pk and the www.olx.com.pk have several categories. In this regard OLX stands alone in having the vastest range of various categories. www.zameen.com is one of the most used sites for real estate advertisement.

For food, online orders and reviews, www.foodpanda.pk or https://eatoey.pk are hit, especially among young people.

Then there is www.carmudi.pk /for cars but the more established website in this regard is www.

pakwheels.com which is also incidentally the pioneer of such websites. Launched in 2003, this also has the most number of vehiclesover 120,000 used cars twice the number on www.olx.com.pk and ten times the number of cars on www.carmudi.pk.

Buttheuniqueaspectthatholds www.pakwheels.com over the others is the fact that it does not just stop at online transactions but also includes automotive reviews, news, prices and solutions to problems.

`We have an excellent number of loyal customers and people trust our content,` says an official from the website. `This is basically a very vast portal that deals with almost every aspect of car enthusiasts` concerns not just a one-time buying and selling experience.

Now with increased usage of theInternet on the phone, mobile apps are also posing as equally useful.

`It is an important development in Pakistan,` says economic expert Dr Qais Aslam. `First of all this kind of transaction shortens the time spent between the buyer and the seller, and second it removes the middleman. Because of this there is a decrease in cost of production but at the same time an increase in profit margin.

In other words what was being sold for Rs100 in the market and at Rs50 in factory outlets is now available for Rs75. This means Rs25 less for the consumer and more profit for the seller too.

`This concept unites the markets, and as a concept it is pushing the market for small and medium businesses towards free market, Aslam says. `It has also become easier for people to start small and medium businesses.