While Pakistan’s top grossing mobile apps are not localized in Urdu, the official national language of Pakistan, 75% of Codashop customer support inquiries are handled in Urdu. Many customer support requests are related to making payments and other in-app navigations due to language barriers, which indicates the importance of localizing in-app experiences and incorporating visual assets to assist with payment flow. 

Pakistan has witnessed the highest mobile revenue growth in Asia, with more than 25% growth between 2020-2021. 90% of the top 100 downloaded apps in Pakistan for 2021 were in the games category, with high performers across several genres including action/adventure, sports, arcade, casino, and strategy. In 2020, more than 82 million transactions were made through mobile banking in Pakistan, worth PKR 1.7 Trillion (US$9.7 billion) – an astonishing growth of 103.5% year over year.

Pakistan has not implemented sales tax on cross-border sales as of October 2022. Partnering with local entities and engaging a merchant of record like Codashop can help to ensure compliance in an evolving legislative landscape. 

In Pakistan, less than 8% of the population has a debit card and less than 1% has a credit card – overall, only 20% of Pakistanis have access to formal banking services. At the same time, 43% of the population has access to smartphones, which is why it’s no surprise that mobile wallet adoption has increased by more than 100% over the past few years.

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The Government of Pakistan is also in the process of building RAAST, an instant bank-based payment service that promises a user-friendly way for people in Pakistan who have a bank account to make payments.

Easypaisa Rs 100 Cashback on Royale Pass

This campaign with Easypaisa sought to increase TPV through cashback offers on the purchase of new season Royale Pass for PUBG Mobile, ultimately resulting in close to 200,000 transactions during the campaign period and increasing TPV by 173%.