You’ll Be Surprised How Much Pakistanis Spend on Online Apps

New data from the Federal Board of Revenue (FBR) shows just how much Pakistanis are spending online. For the fiscal year 2024–25, people in Pakistan spent over Rs. 317 billion on apps and services. This includes payments to big names like Meta, Apple, Google, Netflix, and even newer platforms like Temu.

That’s a huge number—and it’s still growing.

Government Introduces New Tax on Digital Services

In response to the growing volume of digital transactions, the federal government has introduced a new tax under the “Digital Presence” Proceeds Levy Act, 2025. This law imposes a 5% tax on all payments made for digitally ordered goods and services, whether purchased from international companies like

• Amazon
• Facebook
• Google
• Temu
• Local platforms like Daraz and PakWheels.

This move aims to bring more foreign digital companies into the tax net, especially those operating without a physical presence in Pakistan. It also marks a step toward regulating the booming online economy and generating additional revenue for the government.

Where Is the Money Going?

According to the breakdown:

• Meta (Facebook, Instagram, WhatsApp) led the spending list with Rs. 12.3 billion in transactions. This includes ad spending by businesses and digital creators across Facebook and Instagram.

• Apple/iTunes recorded the highest number of transactions, exceeding 5.1 million, with a total spend of nearly Rs. 6 billion.

• Google wasn’t far behind, with 2.3 million transactions amounting to Rs. 5.94 billion, showing the popularity of its paid services like YouTube Premium, Play Store purchases, and cloud services.

• AliExpress, one of the most popular e-commerce platforms in Pakistan, reported 944,466 transactions with spending close to Rs. 5 billion.

• Netflix, despite price hikes, remains a go-to streaming choice with 3.37 million transactions and a total spend of Rs. 2.79 billion.

• Temu, a relatively new entrant in the Pakistani market, surprisingly saw a notable Rs. 1.8 billion in spending, showing how fast new platforms can gain traction.

Even more remarkable is the Rs. 281.4 billion spent across 28.6 million transactions on platforms listed as “Other,” which could include lesser-known services, bundled transactions, digital games, mobile top-ups, and underreported vendor activity.

The Real Problem: Spending Without Realizing

Many users don’t even know how much they’re spending. A few hundred rupees on a subscription, some in-app purchases, and a couple of orders from online stores—it adds up fast.

And while digital services offer convenience, there are real downsides.

What’s the Harm in All This?

1. Money drains fast: Small charges go unnoticed until the bill piles up.

2. Impulsive buying: Flash sales and “one-click” buys tempt people to spend without thinking.

3. Digital overload: Too much screen time affects sleep, focus, and mental health.

4. Foreign flow: Most of this money goes to companies outside Pakistan.

5. Short-term value: Some purchases, like game items or content, don’t offer lasting value.

How to Cut Back

Worried you’re spending too much? You’re not alone. Here’s how to take control:

• Track your apps. List all subscriptions. Cancel the ones you rarely use.

• Set a monthly budget. Know your limit, and stick to it.

• Avoid saved cards: Make each purchase intentional by entering payment info manually.

• Use free versions: Many apps offer free or trial plans.

• Watch your screen time: less time online means fewer chances to spend.

• Support local: Where possible, use local apps or businesses.

Final Thoughts

Rs. 317 billion is a big number. It shows how much digital life has become part of everyday life in Pakistan. But convenience shouldn’t come at the cost of financial control.

Think before you spend. Review your habits. A few changes can save a lot, both in money and peace of mind.