Jam Kamal Sees Skills and E-Commerce Driving Export Growth

Pakistan’s export strategy moved into fresh focus on Tuesday after Commerce Minister Jam Kamal Khan said the country could substantially raise overseas sales by combining skills development, digital commerce and a more documented economy. Speaking during a meeting with business leaders and development practitioners, the minister presented a broader vision in which exports are no longer driven only by traditional manufacturing volume, but increasingly by market access, branding, online platforms and local entrepreneurial capacity.

The remarks are significant because they come at a time when Pakistan is searching for more durable ways to expand exports beyond periodic currency support or short-term policy incentives. The minister argued that the country already possesses several core advantages, including an industrial base in textiles and leather, a growing pool of skilled labour and logistics strengths linked to major cities such as Karachi. In his view, the challenge is not the absence of productive potential, but the need to connect that potential with global demand in a more systematic and modern way.

A central part of that approach is the integration of e-commerce into the export ecosystem. Jam Kamal said sectors that once struggled because of weak market linkages, including handicrafts and carpet weaving, could regain commercial relevance if they are connected to digital selling channels and supported through modern platforms. That argument reflects a wider shift in trade thinking: products that were once constrained by geography, middlemen or limited storefront access can now reach foreign buyers directly if digital infrastructure, payment pathways and logistics systems are aligned.

The discussion also moved beyond established industry centres and focused on how export growth can be spread more widely across Pakistan. Participants cited examples from Balochistan, where vocational and stitching centres are training young women on modern equipment and helping communities produce goods that meet commercial standards. The minister’s response suggested that he sees these local initiatives as more than social projects. In practical terms, he framed them as possible feeders into national export growth, provided they are linked with real buyers and not left isolated from markets.

That emphasis on market access was one of the clearest messages of the meeting. Jam Kamal said training on its own is not enough if producers remain cut off from consumers, distributors and digital storefronts abroad. His point was that policy must move beyond skills certificates and workshops toward a complete chain that includes production quality, branding, logistics, digital visibility and buyer connections. Without that, many grassroots programmes risk producing capable workers but limited commercial outcomes.

The minister also highlighted the need to improve the business climate for compliant enterprises. He said the government is working on issues such as export-related charges, regulatory streamlining, tax refunds and claims processing, all of which directly affect exporter liquidity and competitiveness. For many firms, delays in refunds or an unpredictable regulatory burden can be just as damaging as weak demand, because they tie up working capital and reduce the ability to expand production or enter new markets.

Another important part of his message concerned the informal economy. Jam Kamal said undocumented businesses create an uneven environment for tax-paying and rule-following firms, undermining fair competition and discouraging investment. That observation points to a larger structural problem in Pakistan’s economy: the formal sector often bears a disproportionate compliance burden while segments operating outside documentation enjoy cost advantages. Bringing more of the economy into the formal net, if done credibly and fairly, could therefore improve both revenue collection and export competitiveness.

The meeting also explored newer forms of marketing, including storytelling-based branding that links products with themes such as women’s empowerment and community development. This matters because global consumers increasingly respond not only to price and quality, but also to identity, ethics and traceability. For Pakistan, that opens a pathway for value addition. Instead of competing only as a low-cost producer, exporters can try to build stronger brand recognition around craftsmanship, sustainability and social impact.

The broader significance of Tuesday’s discussion lies in its attempt to merge trade policy with technology, local development and institutional reform. It suggests that the government wants to frame export growth not simply as a matter of shipping more goods, but as a national economic strategy that includes digital access, women’s participation, regional inclusion and more efficient state support. If that thinking is carried into concrete policy, it could help smaller producers and non-traditional sectors participate more meaningfully in external markets.

The next test will be whether this vision is translated into measurable action. Exporters will be watching for practical steps on digital trade enablement, documentation, refund speed, regulatory simplification and market access support. If those reforms materialise, Pakistan may be able to build a more diversified export base that relies less on a few sectors and more on a wider network of skilled producers and digitally connected businesses. If they do not, the idea will remain persuasive in theory but limited in economic effect.