Perceived Risk and Online Shopping Behaviour in Pakistan Evidence from a Post-COVID E-Commerce Context

The rapid expansion of e-commerce has transformed consumer purchasing behaviour in developing economies; however, concerns related to perceived risk and trust continue to hinder the widespread adoption of online shopping. This study examines the influence of perceived risk factors on online shopping behaviour in Pakistan within a post-COVID e-commerce context. Drawing on the Theory of Planned Behavior and perceived risk theory, the study investigates the effects of financial risk, product risk, convenience risk, non-delivery risk, and return policy risk on consumers’ online shopping behaviour. A quantitative research design was employed using primary survey data collected in 2021 from university students and working professionals in major urban centres of Pakistan. Responses were manually screened for completeness and analysed using descriptive statistics, chi-square tests, and multiple regression analysis. The findings indicate that financial risk and non-delivery risk exert the strongest negative influence on online shopping behaviour, while product risk and convenience risk also significantly affect consumers’ purchasing decisions. Return policy risk demonstrates a weaker but still relevant effect. The study contributes empirical evidence from a developing-country context and highlights the continued importance of perceived risk in shaping online consumer behaviour in post-pandemic digital markets. The findings offer practical implications for e-commerce platforms, logistics providers, and policymakers seeking to strengthen consumer trust and promote sustainable growth in Pakistan’s digital economy.