Effect of Work from Home on Employee Productivity in ECommerce Industry of Pakistan: Mediated by Relational Culture

Abstract

Over the past decade, e-commerce has experienced rapid growth as businesses worldwide transition online. It is now a vital component of modern economies. Technological developments have improved online platforms and increased operational capabilities, allowing businesses to engage with customers more successfully, which is promoting work-from-home arrangements. Product search, secure checkout, inventory management, and real-time order tracking are just a few of the features that are integrated into digital storefronts developed for e-commerce. This study examines the variables that affect work-from-home (WFH) effectiveness and its impact on employee productivity within Pakistan's e-commerce sector. The study employs a quantitative, explanatory, cross-sectional design, informed by a post-positivist philosophy and a realist ontological position. A structured questionnaire was used to gather information from 464 full-time remote workers, who were selected through stratified random sampling and worked for platform based companies, SMEs, and digital vendors. Hypothesized relationships, including the mediating roles of Relational Culture (RC), were evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM). RC mediates the WFH–productivity link, strengthening it. The model exhibits strong predictive ability, accounting for 79.2% of the variance in productivity and 71.6% of the variance in RC. Validity and reliability tests confirm strong measurement quality for EP, RC, and WFH. The study offers empirical proof that the success of WFH in Pakistan's e-commerce industry depends more on relational cultures, with social support, job autonomy, home workspace suitability, and WFH longevity serving as important facilitators.