Companies›Digikala

Digikala

Verified
E-commerceDigikala Group ›Index constituentFlagship dossier
Entity IDIR-CO-001
SectorE-commerce
Founded2006
HQTehran
VerificationVerified
Last reviewed2026-07-23

Iran's largest e-commerce marketplace, founded 2006 by the Mohammadi brothers.

Tehran Index tracks this company as part of a source-linked research record on Iran’s technology economy. Access opens to a limited first cohort. Register for access, or browse the registry.

Decision snapshot
Marketplace sellers
≈ 550,000
2025-26Founder disclosure
Annual reportCompany statementExecutive interview
Product variety
≈ 15M SKUs
2025-26Founder disclosure
Annual reportCompany statementExecutive interview
Group staff
≈ 10,000 (~90% in Digikala)
2025-26Founder disclosure
Annual reportExecutive interview
Registered capital
6,410,250,000,000 IRR
Current registry recordOfficial record
Registry record
NMV (net merchandise value)
≈ $1.2 to 1.3B / year
2025-26Founder disclosure
Annual reportFinancial filingExecutive interview
Monthly active users
40 to 45M (10 to 11M active customers)
2025-26Founder disclosure
Annual reportExecutive interview
E-commerce market share
≈ 30% of Iran e-commerce (CEO estimate)
2026Founder disclosure
Annual reportExecutive interview
All-time capital raised
≈ $130M (of which $100M is the documented 2016 IIIC round)
To 2025Founder disclosure
Executive interviewShareholder report

Every field carries an explicit evidence state and its source. Self-reported figures are labelled as such; nothing is presented with more certainty than its source supports.

Operating metrics, period-stamped
Marketplace sellers2021-25Company disclosed
250,000+ → 308,000 → 418,727 → 466,169
Annual reportClean, comparable series; roughly 1.9× in three years.
Daily traffic2024-25Company disclosed
5.5M average daily visits · 4.4M average daily product searches
Annual reportCompany statement
Group operating revenue2024-25Third-party reported
30,423B toman (≈$435M at the 2024-25 average of ~70,000 toman/$)
Financial filingGroup scope: Digikala, Digipay, Diginext, Fidibo and others. We hold the press report of the audited statements, not the filing itself, hence third-party reported, not official record. FX RESTATED 2026-08-21: the FY1403 average was corrected from ~62,000 to ~70,000 toman/$ after Mehdi challenged the canon and the desk audit confirmed him (tgju 50-point series, simple mean 70,080, monthly means 69,100; Research/_inbox/FX_1403_AUDIT_OUTPUT_2026-08-21.md). Dollar figure recomputed; toman figure unchanged.
Online-store revenue growth2024-25Company disclosed
+90% YoY (GMV +71%, orders +30%)
Annual reportCompany statementReported independently by DMBoard, Peivast, Zoomit and Digiato from the same report.
Share of Iran online retail2024-25Company disclosed
28% of online retail, which is itself 6.4% of total Iranian retail
Annual reportCompany statementThe report's own figure. The CEO's ≈30% characterisation (2026) is a separate, later, unaudited estimate, both are shown; neither is silently preferred.
Group net profit2024-25Third-party reported
538.9B toman (≈$7.7M at the 2024-25 average of ~70,000 toman/$)
Financial filingPrecisely 538,891M toman. A ~1.8% net margin. Second-half net profit fell 32% against the first half even as operating revenue grew 23%, the group is profitable but the margin is thin and moving. FX RESTATED 2026-08-21: the FY1403 average was corrected from ~62,000 to ~70,000 toman/$ after Mehdi challenged the canon and the desk audit confirmed him (tgju 50-point series, simple mean 70,080, monthly means 69,100; Research/_inbox/FX_1403_AUDIT_OUTPUT_2026-08-21.md). Dollar figure recomputed; toman figure unchanged.
Last-mile scale (DigiExpress)2024-25Company disclosed
34M+ packages delivered nationally (≈93,000/day) · Tehran ≈16M · peak day ≈150,000 · 95%+ on time
Annual reportExecutive interviewCorrected 2026-07-12. Previously recorded as "≈100,000 packages/day in Tehran" from a spoken interview. The logistics arm's own report puts ~100k/day at the NATIONAL level; Tehran runs ~44k/day. Scope error, now documented.
Product variety (SKUs)2021-25Company disclosed
7.5M+ → 9.7M → 12.5M → 14.5M
Annual reportRoughly 1.9× in three years.
GMV growth2021-22, 2024-25Company disclosed
+49% YoY (2021-22) · +71% YoY (2024-25) · orders +30% (2024-25)
Annual reportThe reports disclose growth rates, never an absolute GMV figure.
Employees2021-25Company disclosed
~10,000 → 8,199 → 12,260 → 10,510
Annual reportNon-monotonic; reflects hiring cycles.
Visitors2021-22 → 2024-25Company disclosed
39.5M → 41.5M monthly uniques (2021-22) · 5.5M avg daily visits (2023-24)
Annual reportMetric definition changed between FY1401 and FY1402 (monthly unique → daily average); not one continuous series.
Geographic reach2024-25Company disclosed
Sellers in 1,615 cities and villages; customers in 2,279
Annual report
Balance-sheet items (group)2024-25Third-party reported
Current liabilities 12,485B toman · non-current assets ≈5,001B toman
Financial filingThe only public balance-sheet detail for the group. Not a full statement: no cash, receivables or equity line is disclosed.
Half-year trend (group)2024-25Third-party reported
H2 operating revenue +23% on H1, while net profit fell 32%
Financial filingGrowth is being bought: revenue accelerated into the second half while profit contracted.
Average seller sales2022-25Company disclosed
360M → 588M → 831M toman per seller per year
Annual reportNominal toman; the FY1403 report itself attributes part of the rise to inflation. FY1402 report states +63.4% for FY1402 over FY1401.
Shareholder-reported growth (March 2024 to March 2025)Iranian financial year to 20 March 2025Third-party reported
Net merchandise value grew 69%, revenue grew 90% and profit before tax rose 75%, attributed to cost reductions in operations and marketing, with additional growth in advertising services and shipping. Reported by a listed minority shareholder in its audited annual report.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13Growth rates are as stated by the shareholder and are not recomputed by Tehran Index. No absolute figures were disclosed, so these percentages cannot be converted to values.
Metric series, change over time
Marketplace sellers
2021-22250,000+
2022-23308,000
2023-24418,727
2024-25466,169
2025-26≈ 550,000
Digikala annual reports (official series) ↗ · Saeid Mohammadi (co-founder), on-record video interview ↗
Registered capital (Digikala.com opco) · operating entity
2013-01100M rial (founding)
2015-12126.4B rial
2019-034,135B rial
2023-033,101.25B rial
2025-016,410.25B rial
Official corporate registry records
Employees
2021-22~10,000
2022-238,199
2023-2412,260
2024-2510,510
Digikala annual reports (official series) ↗
Product variety (SKUs)
2021-227.5M+
2022-239.7M
2023-2412.5M
2024-2514.5M
Digikala annual reports (official series) ↗
Registered capital (group entity) · group entity
2018-06100M rial (founding)
2023-118,550B rial
2024-079,287B rial
Official corporate registry records

Series are basis-consistent: values are only charted against comparable prior periods. Approximation qualifiers from the source are preserved. Rial figures follow the filing convention (million rial); toman conversions are ours and labelled.

Business model & group
Business modelDurableCompany disclosed
Marketplace-led e-commerce group: third-party marketplace plus first-party retail, with logistics, fintech, adtech, cloud and content arms
Annual reportRetail-only 2006-2016 (120,000 SKUs); marketplace since 1395 (2016). Group holding: legal entity registered June 2018 (registry); holding became OPERATIONAL July 2021 (1400) per the group's own structure page, supersedes the earlier "~2020" note from the founder interview.
Group companies (10 or 11, see note)Group structure page, retrieved 2026-07-11Company disclosed
Digikala (opco, 100% group-owned) · Fidibo · Digipay · Smartech · Diginext (innovation & investment) · Digify · DigiExpress · Pindo · Ganje · Optime (AI routing optimization). The group holds all or part of the shares of each.
Digikala Group corporate site (about.digikala.com/en/digikala-group) ↗ · retrieved 2026-07-10CORRECTED 2026-07-11 (twice): (1) an earlier version conflated group companies with Digikala.com service lines; (2) Komoda REMOVED per Tehran Index research determination, it exited the group; the group site's structure page (retrieved 2026-07-11) still lists it and is treated as outdated on this point. Historical: Digikala invested in Komoda ~2020 (Zoomit), with Smartup exiting via that deal; Smartup's current portfolio page lists Komodaa. Post-removal check (desk re-verification, 2026-07-11): no exit coverage found; komodaa.com live; founder Sana Khalesi self-describes as founder & FORMER CEO (leadership change signal); a 2026 FDA filtering order hit the platform. Removal stands as the desk determination. ‖ UPDATED 2026-08-01: the group publishes TWO of its own lists that do not agree, and both are recorded rather than reconciled by assumption. Its English structure page (retrieved 2026-07-11) gives ten group companies and places Digikala Jet among Digikala.com service lines. Its Persian company list gives each business a founding year and treats Digikala Jet (start 1400 / 2021) as its own entry, which reads as eleven. Where the group's own materials disagree, Tehran Index shows the disagreement.
Digipay scale (group fintech)2025-26Founder disclosure
≈ 20 hemmat/month credit issuance; ≈ 7 hemmat/month credit usage
Financial filingExecutive interview1 hemmat = 1,000 billion toman. Founder-stated, rounded. Digipay has its own profile.
Fidibo catalogue (content arm)2024-25Company disclosed
81,000 e-books + 16,000 audiobooks
Annual report
Digikala.com service lines (not separate companies)Group structure page, retrieved 2026-07-11Company disclosed
Digikala Jet (q-commerce) · Digistyle (fashion) · Magnet (product reviews) · Digikala Business (B2B) · Digikala Mag & Content Factory · Digiplus (subscription) · Digicloud · local-business empowerment project
Digikala Group corporate site ↗ · retrieved 2026-07-11Explicitly described by the group as core SERVICES of the largest operating company, distinct from the group companies.
DigiExpress legal entity2026Company disclosed
Noavaran Haml o Naghl Chabok Iranian Co., the group's in-house logistics arm (founded 2020; 500+ staff)
IranTalent company profile ↗ · retrieved 2026-07-11Registry-grade name for entity resolution.
Fulfilment footprint2024-25Company disclosed
959 infrastructure centres · 731 in-person pickup points · ~1M items/day processing capacity
Annual reportCompany statement
Logistics network (DigiExpress)2024-25Company disclosed
59 distribution centres · 251 parcel lockers (2M+ packages collected) · 54.6M km driven · ~2,500 staff
Annual reportLocker daily processing capacity grew 239% year on year, the clearest signal that pickup is being pushed away from doorstep delivery.
Digipay financials (group fintech, Codal)2025-26, year ended 21 Dec 2025Third-party reported
Operating revenue 1,163B toman (≈$6.5M at ~178,000 toman/$) · net profit 25B toman · gross margin 75%
Financial filingRevenue 2.4x in one year (237B → 494B → 1,163B toman). But G&A went 82B → 316B → 776B, so net profit is only 25B after a 2B loss the year before. Growth is being bought. FX note: no FY1404 anchor exists in fx_rates, so the conversion uses the current rate.
Digipay revenue trajectory (Codal)2023-24 → 2025-26Third-party reported
237B → 494B → 1,163B toman · G&A 82B → 316B → 776B · net 71B → (2B) → 25B
Financial filingCodal does not disclose the cost breakdown, so the quality of the FY1404 profit cannot be judged from the filing alone. Stated, not modelled.
Strategy for the year from March 2025Year from 21 March 2025Third-party reported
Three stated priorities for the year: strengthening the core business, innovating the business model, and what the group calls phygitalisation, meaning combining online services such as e-commerce, digital payments and recommendation systems with physical infrastructure including warehouses, delivery logistics and offline service counters. A dedicated artificial intelligence transformation programme was launched in the same period.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13Company strategy as described by a shareholder, not a Tehran Index assessment.
Leadership
Co-foundersDurableCompany disclosed
Hamid Mohammadi & Saeid Mohammadi. Saeid: co-founder & Group CEO (since Sep 2023). Hamid: co-founder & Vice Chairman (since Oct 2024; Chairman 2022 to 24; also Chairman, MyDigipay board since 2018)
Annual reportShareholder reportCORRECTED 2026-07-11: previously read "Saeed: co-founder & chairman", the chairman label came from a secondary gloss, not the source. Role structure per the executives' own current profiles.
Group CEOCurrentCompany disclosed
Saeid Mohammadi (co-founder; Co-Founder & CEO, Digikala E-Commerce Group since Sep 2023; previously co-founder & CEO of Digikala.com 2007 to 2023)
Self-declared LinkedIn profile (retrieved 2026-07-11) ↗ · retrieved 2026-07-07CORRECTED 2026-07-11: previously listed Masoud Tabatabaei as Group CEO. Tabatabaei is CEO of Digikala.com, the operating company, see next row.
CEO, Digikala.com (operating company)CurrentCompany disclosed
Masoud Tabatabaei (since Apr 2023; ex-CEO Snapp Express 2020 to 23, ex-CEO Alibaba Travels 2018 to 20)
Self-declared LinkedIn profile (retrieved 2026-07-11); executive statement on record ↗ · retrieved 2026-07-11Operating-company CEO, distinct from the Group CEO (Saeid Mohammadi).
Group board (registry)Sep 2024Official record
Chairman: Mohammad-Mahdi Abbaskhani (representative of Harekat-e Aval) · Vice Chairman: Hamid Mohammadi · CEO: Saeid Mohammadi · Corporate members: MCI / Hamrah-e Aval (rep. S.A. Nourbakhsh) and Asman Value Management (rep. A. Fayyazbakhsh) · Term runs to 1405/06/19 (~Sep 2026)
Registry recordThe group board is chaired by an investor-side representative, not a founder. OPEN ITEM: affiliation of Asman Value Management not independently established, whether MCI-linked entities hold 2 or 3 of 5 seats is unverified; the CEO said on record (2026-07-04 interview) that MCI holds 2 of 5.
Digikala.com board (registry)Aug 2025Official record
Chairman: Saeid Mohammadi · Vice Chairman: Hamid Mohammadi · CEO: Seyed Masoud Tabatabaei Asl · Members: S.Y. Dibaji Forushani, A. Fayyazbakhsh, M. Darjazi Dolagh
Registry recordOperating-company board; confirms the group-vs-opco CEO split corrected earlier today.
Group company leaders (public)CurrentCompany disclosed
Digipay: Omid Torabi · Fidibo: Amir Behdani · DigiExpress: Alishad Etezadi · Ganje: Arian Bagheri (co-founder)
Group leadership page; LinkedIn; IranTalent ↗ · retrieved 2026-07-11Collected 2026-07-11; per-company sources in the registry file.
Corporate family
Digikala Group
DigiExpressLogisticsDigifySaaSDigikala JetE-commerceDiginextAcceleratorsDigipayFintechDigistyleE-commerceFidiboMediaGanjehLogisticsMiareMobilityOptimeAIPindoE-commerceSmartechSaaS

Tracked entities in the same corporate family. Ownership percentages appear in Ownership & capital only when disclosed.

Ownership & capital
Shareholder structureAs disclosed 2022; pre-dates the 2024 MCI transactionCompany disclosed
Co-founders (Hamid + Saeid Mohammadi) >33% · IIIC 32.67% · Sarava Pars 25.64% · ESOP 4.46% · others >4% (Lilian Mod Tejarat, Bazaar-e Ati Ara, Pomegranate Investment AB, Kia Asa Tejarat Toos, Pars Gostar Dina)
Shareholder reportThe company's own published structure. It pre-dates MCI/Hamrah-e Aval taking a stake in 2024, so the current percentages are not fully re-stated publicly, that gap is disclosed rather than modelled.
Funding historyDurableCompany disclosed
Bootstrapped to 2012 → Sarava Pars (2012) → IIIC, $100M (2016, first foreign capital, FIPPA licence) → MCI / Hamrah-e Aval (2024)
Executive interviewShareholder reportCorrected 2026-07-12: previously recorded as "3IC", the investor is IIIC (International Internet Investment Cooperatief U.A.). The transcription error survived because the fact rested on a spoken interview alone.
Valuation anchors2024-2025Third-party reported
MCI ~40% purchase (mid-2024) implied ≈ $441M · Pomegranate's 11.3% mark (€65.9M) implies ≈ $632M
Zoomit valuation analysis; Pomegranate Investment published portfolio mark · retrieved 2026-07-08No verified transaction since. Tehran Index publishes no valuation of its own as fact; a labelled modeled scenario appears in the Hidden Unicorns insight. Third-party figures differ on the MCI deal: Zoomit's analysis implied ~$441M; Dealroom lists ~$500M for the ~40% (Aug 2024), both recorded, neither verified.
Public listingDurableFounder disclosure
None. IPO application historically queued, never completed
Executive interview
Group legal entity (registry)Registry record, retrieved 2026-07-11Official record
Digikala E-Commerce Trading Group Co., private joint stock, active. Registered June 2018 (1397/03/23), Tehran (Innovation Tower, SBU Science & Technology Park). Registered capital 9,287B rial (raised from 8,550B in Nov 2023; 100M rial at founding)
Registry recordThe group HOLDING entity; the operating company (Noavaran Fan Avazeh, reg. 2013) is recorded separately on this profile.
Foreign shareholders exited to a local vehicle (August 2024)August 2024, interest figure as at 30 April 2025Official record
In August 2024 the Swedish listed investor Pomegranate Investment and the holding company through which it held its stake, Iran Internet International Holding, sold all of their shares in Digikala Group to a local special purpose company for a deferred purchase price, converting their position from shareholders into creditors. Before that exit the Swedish investor's look-through economic interest in Digikala was 9.4%.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13Disclosed in an audited annual report by the exiting shareholder, which makes it a firmer source than press reporting. The identity of the local purchasing vehicle is not named in the disclosure and Tehran Index has not established it. Note the direction of travel: a European institutional holder became a creditor rather than being bought out in cash.
Competitive set
Competitive setCurrentTI derived
Basalam (social marketplace) · Torob (price discovery) · Technolife (electronics) · Okala (grocery) · SnappMarket / Snapp Shop (group rival)
Registry recordDerived from the tracked-entity registry, not a market study.
Evidence timeline, how this record was built
2026-07-11Registry documentCorporate registry records, Digikala group + operating entities11 records
2026-07-11Company statementDigikala Group corporate structure page ↗3 records
2026-07-10Executive interviewExecutive interview, Saeid Mohammadi (Digikala Group) ↗, Saeid Mohammadi12 records
2026-07-04Executive interviewExecutive interview, Masoud Tabatabaei (Digikala.com) ↗, Masoud Tabatabaei8 records
2026-07-01Exchange filingDigipay FY1402-FY1404 financials on Codal, reported by Digiato ↗7 records
2025-10-12Annual reportDigiExpress FY1403 performance report (group logistics arm), reported by Zoomit ↗10 records
2025-09-07Company statementTrade-press read-through of the FY1403 annual report ↗6 records
2025-09-07Annual reportDigikala annual report FY1403, operating and marketplace figures ↗9 records
2025-05-29Exchange filingDigikala Group FY1403 audited financial statements (as reported) ↗6 records
2023-07-01Annual reportDigipay annual report FY1401 (third edition) ↗9 records
2022-11-06Shareholder reportDigikala Group shareholding structure (company disclosure, reported by Zoomit) ↗8 records
Date pendingExecutive interviewExecutive interview, Arian Bagheri (Ganje) ↗
Date pendingAnnual reportDigikala annual reports (official series) ↗5 records

Primary sources catalogued in the Evidence Library; extracted claims appear above as period-stamped facts, never as current news.

What we don't know
Audited financialsNot disclosed
Audited FY1403 group statements exist and were reported by trade press; the group revenue and net profit on the metrics tab come from that reporting. We hold the report, not the filing. The company itself publishes operating KPIs and growth rates only.
Absolute GMV / revenue (toman)Not disclosed
Group operating revenue and net profit closed via the reported FY1403 statements (metrics tab). Platform GMV in toman remains undisclosed. The founder gave a USD NMV estimate, shown on the snapshot and labelled as a founder statement.
Per-subsidiary financialsCoverage pending
Digipay has a separate profile; other group arms are not yet covered at depth.

Stated gaps are part of the record: in an opaque market, knowing what is NOT publicly established is as decision-relevant as what is.

Source ledger, every field, its evidence
Marketplace sellersCompany disclosed2021-25
250,000+ → 308,000 → 418,727 → 466,169
Annual reportretrieved 2026-07-09
Marketplace sellersFounder disclosure2025-26
≈ 550,000
Annual reportCompany statementExecutive interviewretrieved 2026-07-10
Product varietyFounder disclosure2025-26
≈ 15M SKUs
Annual reportCompany statementExecutive interviewretrieved 2026-07-10
Daily trafficCompany disclosed2024-25
5.5M average daily visits · 4.4M average daily product searches
Annual reportCompany statementretrieved 2026-07-12
Group operating revenueThird-party reported2024-25
30,423B toman (≈$435M at the 2024-25 average of ~70,000 toman/$)
Financial filingretrieved 2026-07-12
Online-store revenue growthCompany disclosed2024-25
+90% YoY (GMV +71%, orders +30%)
Annual reportCompany statementretrieved 2026-07-12
Share of Iran online retailCompany disclosed2024-25
28% of online retail, which is itself 6.4% of total Iranian retail
Annual reportCompany statementretrieved 2026-07-12
Group net profitThird-party reported2024-25
538.9B toman (≈$7.7M at the 2024-25 average of ~70,000 toman/$)
Financial filingretrieved 2026-07-12
Group staffFounder disclosure2025-26
≈ 10,000 (~90% in Digikala)
Annual reportExecutive interviewretrieved 2026-07-10
Registered capitalOfficial recordCurrent registry record
6,410,250,000,000 IRR
Registry recordretrieved 2026-06-23
Last-mile scale (DigiExpress)Company disclosed2024-25
34M+ packages delivered nationally (≈93,000/day) · Tehran ≈16M · peak day ≈150,000 · 95%+ on time
Annual reportExecutive interviewretrieved 2026-07-12
NMV (net merchandise value)Founder disclosure2025-26
≈ $1.2 to 1.3B / year
Annual reportFinancial filingExecutive interviewretrieved 2026-07-10
Product variety (SKUs)Company disclosed2021-25
7.5M+ → 9.7M → 12.5M → 14.5M
Annual reportretrieved 2026-07-09
Monthly active usersFounder disclosure2025-26
40 to 45M (10 to 11M active customers)
Annual reportExecutive interviewretrieved 2026-07-10
GMV growthCompany disclosed2021-22, 2024-25
+49% YoY (2021-22) · +71% YoY (2024-25) · orders +30% (2024-25)
Annual reportretrieved 2026-07-09
E-commerce market shareFounder disclosure2026
≈ 30% of Iran e-commerce (CEO estimate)
Annual reportExecutive interviewretrieved 2026-07-07
EmployeesCompany disclosed2021-25
~10,000 → 8,199 → 12,260 → 10,510
Annual reportretrieved 2026-07-09
All-time capital raisedFounder disclosureTo 2025
≈ $130M (of which $100M is the documented 2016 IIIC round)
Executive interviewShareholder reportretrieved 2026-07-12
VisitorsCompany disclosed2021-22 → 2024-25
39.5M → 41.5M monthly uniques (2021-22) · 5.5M avg daily visits (2023-24)
Annual reportretrieved 2026-07-09
Geographic reachCompany disclosed2024-25
Sellers in 1,615 cities and villages; customers in 2,279
Annual reportretrieved 2026-07-09
Business modelCompany disclosedDurable
Marketplace-led e-commerce group: third-party marketplace plus first-party retail, with logistics, fintech, adtech, cloud and content arms
Annual reportretrieved 2026-07-09
Group companies (10 or 11, see note)Company disclosedGroup structure page, retrieved 2026-07-11
Digikala (opco, 100% group-owned) · Fidibo · Digipay · Smartech · Diginext (innovation & investment) · Digify · DigiExpress · Pindo · Ganje · Optime (AI routing optimization). The group holds all or part of the shares of each.
Digikala Group corporate site (about.digikala.com/en/digikala-group) ↗ · retrieved 2026-07-10retrieved 2026-07-10
Digipay scale (group fintech)Founder disclosure2025-26
≈ 20 hemmat/month credit issuance; ≈ 7 hemmat/month credit usage
Financial filingExecutive interviewretrieved 2026-07-10
Fidibo catalogue (content arm)Company disclosed2024-25
81,000 e-books + 16,000 audiobooks
Annual reportretrieved 2026-07-09
Digikala.com service lines (not separate companies)Company disclosedGroup structure page, retrieved 2026-07-11
Digikala Jet (q-commerce) · Digistyle (fashion) · Magnet (product reviews) · Digikala Business (B2B) · Digikala Mag & Content Factory · Digiplus (subscription) · Digicloud · local-business empowerment project
Digikala Group corporate site ↗ · retrieved 2026-07-11retrieved 2026-07-11
DigiExpress legal entityCompany disclosed2026
Noavaran Haml o Naghl Chabok Iranian Co., the group's in-house logistics arm (founded 2020; 500+ staff)
IranTalent company profile ↗ · retrieved 2026-07-11retrieved 2026-07-11
Fulfilment footprintCompany disclosed2024-25
959 infrastructure centres · 731 in-person pickup points · ~1M items/day processing capacity
Annual reportCompany statementretrieved 2026-07-12
Balance-sheet items (group)Third-party reported2024-25
Current liabilities 12,485B toman · non-current assets ≈5,001B toman
Financial filingretrieved 2026-07-12
Half-year trend (group)Third-party reported2024-25
H2 operating revenue +23% on H1, while net profit fell 32%
Financial filingretrieved 2026-07-12
Logistics network (DigiExpress)Company disclosed2024-25
59 distribution centres · 251 parcel lockers (2M+ packages collected) · 54.6M km driven · ~2,500 staff
Annual reportretrieved 2026-07-12
Average seller salesCompany disclosed2022-25
360M → 588M → 831M toman per seller per year
Annual reportretrieved 2026-07-13
Digipay financials (group fintech, Codal)Third-party reported2025-26, year ended 21 Dec 2025
Operating revenue 1,163B toman (≈$6.5M at ~178,000 toman/$) · net profit 25B toman · gross margin 75%
Financial filingretrieved 2026-07-12
Digipay revenue trajectory (Codal)Third-party reported2023-24 → 2025-26
237B → 494B → 1,163B toman · G&A 82B → 316B → 776B · net 71B → (2B) → 25B
Financial filingretrieved 2026-07-12
Co-foundersCompany disclosedDurable
Hamid Mohammadi & Saeid Mohammadi. Saeid: co-founder & Group CEO (since Sep 2023). Hamid: co-founder & Vice Chairman (since Oct 2024; Chairman 2022 to 24; also Chairman, MyDigipay board since 2018)
Annual reportShareholder reportretrieved 2026-07-10
Group CEOCompany disclosedCurrent
Saeid Mohammadi (co-founder; Co-Founder & CEO, Digikala E-Commerce Group since Sep 2023; previously co-founder & CEO of Digikala.com 2007 to 2023)
Self-declared LinkedIn profile (retrieved 2026-07-11) ↗ · retrieved 2026-07-07retrieved 2026-07-07
CEO, Digikala.com (operating company)Company disclosedCurrent
Masoud Tabatabaei (since Apr 2023; ex-CEO Snapp Express 2020 to 23, ex-CEO Alibaba Travels 2018 to 20)
Self-declared LinkedIn profile (retrieved 2026-07-11); executive statement on record ↗ · retrieved 2026-07-11retrieved 2026-07-11
Group board (registry)Official recordSep 2024
Chairman: Mohammad-Mahdi Abbaskhani (representative of Harekat-e Aval) · Vice Chairman: Hamid Mohammadi · CEO: Saeid Mohammadi · Corporate members: MCI / Hamrah-e Aval (rep. S.A. Nourbakhsh) and Asman Value Management (rep. A. Fayyazbakhsh) · Term runs to 1405/06/19 (~Sep 2026)
Registry recordretrieved 2026-07-11
Digikala.com board (registry)Official recordAug 2025
Chairman: Saeid Mohammadi · Vice Chairman: Hamid Mohammadi · CEO: Seyed Masoud Tabatabaei Asl · Members: S.Y. Dibaji Forushani, A. Fayyazbakhsh, M. Darjazi Dolagh
Registry recordretrieved 2026-07-11
Group company leaders (public)Company disclosedCurrent
Digipay: Omid Torabi · Fidibo: Amir Behdani · DigiExpress: Alishad Etezadi · Ganje: Arian Bagheri (co-founder)
Group leadership page; LinkedIn; IranTalent ↗ · retrieved 2026-07-11retrieved 2026-07-11
Shareholder structureCompany disclosedAs disclosed 2022; pre-dates the 2024 MCI transaction
Co-founders (Hamid + Saeid Mohammadi) >33% · IIIC 32.67% · Sarava Pars 25.64% · ESOP 4.46% · others >4% (Lilian Mod Tejarat, Bazaar-e Ati Ara, Pomegranate Investment AB, Kia Asa Tejarat Toos, Pars Gostar Dina)
Shareholder reportretrieved 2026-07-12
Funding historyCompany disclosedDurable
Bootstrapped to 2012 → Sarava Pars (2012) → IIIC, $100M (2016, first foreign capital, FIPPA licence) → MCI / Hamrah-e Aval (2024)
Executive interviewShareholder reportretrieved 2026-07-12
Valuation anchorsThird-party reported2024-2025
MCI ~40% purchase (mid-2024) implied ≈ $441M · Pomegranate's 11.3% mark (€65.9M) implies ≈ $632M
Zoomit valuation analysis; Pomegranate Investment published portfolio mark · retrieved 2026-07-08retrieved 2026-07-08
Public listingFounder disclosureDurable
None. IPO application historically queued, never completed
Executive interviewretrieved 2026-07-10
Group legal entity (registry)Official recordRegistry record, retrieved 2026-07-11
Digikala E-Commerce Trading Group Co., private joint stock, active. Registered June 2018 (1397/03/23), Tehran (Innovation Tower, SBU Science & Technology Park). Registered capital 9,287B rial (raised from 8,550B in Nov 2023; 100M rial at founding)
Registry recordretrieved 2026-07-11
Competitive setTI derivedCurrent
Basalam (social marketplace) · Torob (price discovery) · Technolife (electronics) · Okala (grocery) · SnappMarket / Snapp Shop (group rival)
Registry recordretrieved 2026-07-10
Shareholder-reported growth (March 2024 to March 2025)Third-party reportedIranian financial year to 20 March 2025
Net merchandise value grew 69%, revenue grew 90% and profit before tax rose 75%, attributed to cost reductions in operations and marketing, with additional growth in advertising services and shipping. Reported by a listed minority shareholder in its audited annual report.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13retrieved 2026-08-13
Strategy for the year from March 2025Third-party reportedYear from 21 March 2025
Three stated priorities for the year: strengthening the core business, innovating the business model, and what the group calls phygitalisation, meaning combining online services such as e-commerce, digital payments and recommendation systems with physical infrastructure including warehouses, delivery logistics and offline service counters. A dedicated artificial intelligence transformation programme was launched in the same period.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13retrieved 2026-08-13
Foreign shareholders exited to a local vehicle (August 2024)Official recordAugust 2024, interest figure as at 30 April 2025
In August 2024 the Swedish listed investor Pomegranate Investment and the holding company through which it held its stake, Iran Internet International Holding, sold all of their shares in Digikala Group to a local special purpose company for a deferred purchase price, converting their position from shareholders into creditors. Before that exit the Swedish investor's look-through economic interest in Digikala was 9.4%.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13retrieved 2026-08-13

Last full review: 2026-07-23 · Tehran Index research desk · corrections: desk@tehranindex.com

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Registered entity
Legal entityNoavaran Fanavazeh
Entity typeoperating
StatusActive
Registered1391/11/03 (2013-01-23)
Registered capital6.4 trillion IRR
Ownership[2026-07-07, CEO on record, video interview: MCI holds 2/5 Digikala Group board seats + 2 at opco; founders hold 2/5; MCI does not interfere operationally; joint fintech projects planned. CEO Tabatabaei works from Canada per the interview.] | Cap table (2024 restructuring): MCI VC arm Harakat Aval ~40% (largest single stake, 2024, ~$500M implied valuation); founders Hamid & Saeed Mohammadi ~22% with operational authority; ~38% domestic institutional consortium + international holdings via IIIC; no single shareholder holds absolute control (Digikala newsroom; bne IntelliNews; Pomegranate PGI). Aug 2024: IIIC and Pomegranate exited ALL their Digikala shares to a local SPV for a deferred purchase price, becoming creditors not equity holders (Pomegranate 2024/25 annual report).
Entity notesOperating metrics FY1403 (per Pomegranate 2024/25 audited annual report, Digikala Group section): NMV +71% YoY, revenue +90%, profit-before-tax +75%; B2B line ~IRR 13T in the final month.

Registered capital is the share capital recorded in the official gazette. Increases are real corporate events, but they are commonly funded from retained earnings or converted receivables and are also driven by inflation and regulatory minimums. It is not a valuation, and Tehran Index does not present it as one.

Official contact
Registered addressNo. 28, 21st St, Gandi South St, Kavousiyeh, Tehran, Iran (9th floor)
Postal code1517863332
Phone021-61930000
Emailinfo@digikala.com
Instagram@digikala_com
Evidence & verification
Verification tierVerified, registry / official source
Primary evidenceabout.digikala.com
Registry identifiersWithheld for compliance

Fields on this profile derive from linked public sources or the official company registry; unknown values stay blank rather than guessed, and estimates are always labelled. How we verify →

Quick facts
Tehran, Iran
Founded 2006
www.digikala.com/LinkedIn
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