Iran's largest e-commerce marketplace, founded 2006 by the Mohammadi brothers. Tehran Index record: headquartered in Tehran, part of Digikala Group.
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Decision snapshot
Marketplace sellers
≈ 550,000
FY2025-26Founder disclosure
Annual reportCompany statementExecutive interview
Product variety
≈ 15M SKUs
FY2025-26Founder disclosure
Annual reportCompany statementExecutive interview
Group staff
≈ 10,000 direct staff across the group
FY2025-26Founder 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
FY2025-26Founder disclosure
Annual reportFinancial filingExecutive interview
Monthly active users
40 to 45M (10 to 11M active customers)
FY2025-26Founder disclosure
Annual reportExecutive interview
Share of the market Digikala says it cannot sell into
The CEO says roughly 30 per cent of the market is closed to Digikala because goods sold there are labelled contraband (قاچاق). This is a market-access constraint the company describes, not an estimate of Digikala's share of e-commerce.
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
Digikala group staffYear to 20 March 2019Company disclosed
2,754
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06The report's series of staff since the company's founding; for the current year it splits the total across Digikala, Digipay, Fidibo and Diginext, so the series counts the group. The page does not say whether each figure is a year-end or an average count.
Website and app sessions on a typical dayA typical day, as reported in the annual report for the year to 19 March 2020Company disclosed
5.4 million
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Sessions on an ordinary day, not unique visitors.
New customers on a typical dayA typical day, as reported in the annual report for the year to 19 March 2020Company disclosed
12,000
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06
Items ordered on a typical dayA typical day, as reported in the annual report for the year to 19 March 2020Company disclosed
300 thousand
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06A count of items ordered, not of orders; one order can hold several items.
Operational staff, share of full-time staffReported in the annual report for the year to 19 March 2020Company disclosed
77 per cent
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Elsewhere the same report counts 35 centres where staff work, a different basis.
Daily processing capacity of the Danesh fulfilment centreReported in the annual report for the year to 19 March 2020Company disclosed
500 thousand items a day
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Capacity of one centre in Tehran, not the number of items actually processed. The following year's report gives 750 thousand.
Villages with customersReported in the annual report for the year to 19 March 2020Company disclosed
12,230
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Villages where at least one customer lives, not a count of customers.
Customer phone calls per day, averageReported in the annual report for the year to 19 March 2020Company disclosed
18,200
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06
Full-time staffAt 19 March 2020Company disclosed
4,073
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Full-time staff in 35 Digikala centres across 26 provinces at the year end; the report does not say whether staff of its subsidiaries are included.
Average monthly sales per active marketplace sellerYear to 19 March 2020Company disclosed
39 million toman
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06The following year's report gives 510 million rial (51 million toman).
Distance travelled by the delivery fleetYear to 19 March 2020Company disclosed
33 million kilometres
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06
Job applicants to Digikala technology and non-operations teamsYear to 19 March 2020Company disclosed
8,816
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06
Recruitment interviews for Digikala operations teamYear to 19 March 2020Company disclosed
18,624
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06
Highest one-month sales by a single marketplace seller21 January to 19 February 2020Company disclosed
32 billion toman
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06One seller's record month, not an average.
Digikala group staffYear to 20 March 2018Company disclosed
2,429
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06The report's series of staff since the company's founding; for the current year it splits the total across Digikala, Digipay, Fidibo and Diginext, so the series counts the group. The page does not say whether each figure is a year-end or an average count.
Job applicants to Digikala technology and non-operations teamsYear to 20 March 2019Company disclosed
6,700
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06
Average time to fill an operations roleSix months to 21 September 2020Company disclosed
10 days
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06Warehouse, distribution and customer-service roles.
Businesses with an active marketplace accountQuarter to 19 March 2020Company disclosed
61 thousand
Digikala presentation on online marketplace platforms, 2020 · retrieved 2026-10-06Businesses holding an active account on the Digikala marketplace. The chart beside this figure prints 61,014 for the quarter to 19 March 2020. Holding an account is not the same as making a sale.
Iranian goods' share of items soldYear to 19 March 2020Company disclosed
about 69 per cent
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Measured by number of items sold, not by value. The following year's report gives about 78 per cent.
Digikala group staffYear to 20 March 2014Company disclosed
190
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06The report's series of staff since the company's founding; for the current year it splits the total across Digikala, Digipay, Fidibo and Diginext, so the series counts the group. The page does not say whether each figure is a year-end or an average count.
Average time to fill a technology or non-operations roleYear to 20 March 2019Company disclosed
44 days
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06
Technology staff who left citing emigration, share of leaversYear to 19 March 2020Company disclosed
51 per cent
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06A share of the technology staff who left during the year, not of all technology staff.
Net merchandise value (NMV) in rial, average annual growth over eight yearsEight years to 19 March 2020Company disclosed
112 per cent a year
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06A rate of growth in rial terms, before inflation; the report prints no absolute sales value. The page title calls the series net merchandise value (NMV).
Job applicants to Digikala technology and non-operations teamsSix months to 21 September 2020Company disclosed
7,282
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06Applicants for technology and non-operations roles only; operations hiring is counted separately.
Hires into Digikala operations teamSix months to 21 September 2020Company disclosed
3,028
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06Operations covers warehouse, distribution, delivery and customer service staff, plus 27 engineering and management hires.
Net merchandise value (NMV) in rial, compound annual growth over eight yearsEight years to 19 March 2020Company disclosed
106 per cent a year
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Compound rate in rial terms, before inflation, measured from the year to March 2012.
Digikala group staffYear to 19 March 2020Company disclosed
4,088
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06The report's series of staff since the company's founding; for the current year it splits the total across Digikala, Digipay, Fidibo and Diginext, so the series counts the group. The page does not say whether each figure is a year-end or an average count.
Hires into Digikala technology and non-operations teamsSix months to 21 September 2020Company disclosed
161
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06Hires through the recruitment funnel for technology and non-operations roles; operations hiring is counted separately.
Recruitment interviews for Digikala warehouse, distribution and customer-service rolesSix months to 21 September 2020Company disclosed
16,930
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06
Digikala group staffYear to 20 March 2017Company disclosed
2,044
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06The report's series of staff since the company's founding; for the current year it splits the total across Digikala, Digipay, Fidibo and Diginext, so the series counts the group. The page does not say whether each figure is a year-end or an average count.
Average time to fill a technology or non-operations roleYear to 19 March 2020Company disclosed
34 days
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06
Hires into Digikala operations team in one month20 March to 19 April 2020Company disclosed
more than 900
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06The report links the hiring to the spread of coronavirus.
New items added to the catalogueSix months to 22 September 2019Company disclosed
540,000
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Mobile app downloads per month, averageReported in the half-year report for the six months to 22 September 2019Company disclosed
400 thousand
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Iranian goods' share of items soldSix months to 22 September 2019Company disclosed
68 per cent
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06Measured by number of items sold, not by value.
Direct jobsReported in the half-year report for the six months to 22 September 2019Company disclosed
3,400
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06Jobs the company counts as created directly; the report does not say whether this is a headcount at a date or whether it includes contractors.
Villages whose residents have bought from DigikalaReported in the half-year report for the six months to 22 September 2019Company disclosed
11,132
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06A cumulative count of villages with at least one customer since the company began, not villages served in the half-year alone.
Iranian businesses selling on the marketplaceReported in the half-year report for the six months to 22 September 2019Company disclosed
more than 30,000
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Customer support agentsReported in the half-year report for the six months to 22 September 2019Company disclosed
408
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Website and app sessions on a typical dayA typical day in the six months to 22 September 2019Company disclosed
4.1 million
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Customer phone calls per day, averageReported in the half-year report for the six months to 22 September 2019Company disclosed
19,812
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Items ordered on a typical dayA typical day in the six months to 22 September 2019Company disclosed
150 to 200 thousand
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06Counts items, not orders; the report prints a range rather than a single figure.
Average order valueSix months to 22 September 2019Company disclosed
418 thousand toman
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06Average value of an order in the first half of the year, in toman as printed; the report also charts it as 418,916 toman.
Product variety, total listed itemsReported in the half-year report for the six months to 22 September 2019Company disclosed
1,700,154
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Marketplace applicants accepted as sellers, shareSix months to 22 September 2019Company disclosed
67 per cent
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06A share of the businesses that applied in the half-year, not of all sellers.
Average monthly sales per active marketplace sellerSix months to 22 September 2019Company disclosed
23 million toman
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Monthly unique visitorsSix months to 22 September 2019Company disclosed
20 million
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06A monthly unique-visitor count given for the first half of the year; the report does not say which month or whether it is an average.
Mobile app share of ordersReported in the half-year report for the six months to 22 September 2019Company disclosed
50 per cent
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06Share of the number of orders placed through the mobile app; by rial value the app's share was 47 per cent.
New customers on a typical dayA typical day in the six months to 22 September 2019Company disclosed
10,206
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Businesses that applied to sell on the marketplaceSix months to 22 September 2019Company disclosed
18,482
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06
Highest one-month sales by a single marketplace seller23 July to 22 August 2019Company disclosed
20 billion toman
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06The record for one marketplace seller in one month at the time of the report.
Share of Iran's total retail marketYear to 20 March 2026Company disclosed
1.8 per cent
Digikala group annual report for the year to 20 March 2026This is Digikala's share of all Iranian retail, not of online retail. The 5.6 printed near it on the page is the daily visitor count, not the market share; each figure was matched to its caption by its position on the page.
Cities orders were shipped toReported in the annual report for the year to 20 March 2025Company disclosed
2,239
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06Cities shipped to; distinct from the 2,279 cities and villages where the company says it has customers.
Active sellers at year endYear to 20 March 2026Company disclosed
426,865
Digikala group annual report for the year to 20 March 2026The same report calls this figure the total of active sellers on one page and, as 426,862, the total of verified sellers on another, and states no activity window. It is not comparable with the 466,169 sellers a year earlier, which is a running total of everyone who joined.
Orders placed during the Black Friday saleBlack Friday sale, 21 to 30 November 2024Company disclosed
1,499,930
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Items sold during the Black Friday saleBlack Friday sale, 21 to 30 November 2024Company disclosed
7,198,526
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Average items per basket during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
3.84 items, up 4.1 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06The same page prints 3.69 items before the war and 3.88 after the ceasefire. These windows are not comparable with the annual items-per-order series (3.8 for the year to 20 March 2026).
Local and indigenous product sellersYear to 19 March 2024Company disclosed
9,500
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Customers who bought on instalmentsYear to 19 March 2024Company disclosed
182,429
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Iranian brands selling on DigikalaAt 19 March 2020Company disclosed
2,512
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06
Infrastructure centres outside TehranAt 20 March 2025, as reported in the annual report for that yearCompany disclosed
544
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06Part of the 959 infrastructure centres the company reports nationally.
Digiplus subscriptionsAt 19 March 2024Company disclosed
2.5 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06Subscriptions, which may not equal the number of distinct subscribers.
Visitors to the physical storeYear to 20 March 2025; the store opened on 17 May 2024Company disclosed
200,000
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06Digikala's physical store, in a Tehran shopping centre, selling digital goods, mobile phones and accessories.
Searches for the word 'cheap' on DigikalaYear to 20 March 2026Company disclosed
745,437
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06Counts searches on Digikala for the Persian word for 'cheap', not unique users.
Customer calls answeredYear to 19 March 2024Company disclosed
6.3 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Searches for the word 'second-hand' on DigikalaYear to 20 March 2026Company disclosed
116,078
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06Counts searches on Digikala for the Persian phrase for 'second-hand', not unique users.
Products listed by Boomi Mahalli producersReported in the annual report for the year to 20 March 2022Company disclosed
30,444
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06
Searches for the word 'discount' on DigikalaYear to 20 March 2026Company disclosed
197,832
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06Counts searches on Digikala for the Persian word for 'discount', not unique users.
Visits on the busiest day of the year22 November 2023Company disclosed
12,692,291
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06The first day of Digikala's Black Friday sale.
Meat's share of grocery spending on Digikala, changeYear to 20 March 2026, against the year to 20 March 2025Company disclosed
20 per cent lower
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06A fall in meat's share of what customers spent on groceries at Digikala, not a fall in meat prices or in the number of meat orders.
Four-instalment credit purchases, share of items soldYear to 20 March 2026Company disclosed
20 per cent
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06A share of the number of items sold, not of sales value.
Single-instalment credit purchases, share of items soldYear to 20 March 2026Company disclosed
7.3 per cent
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06A share of the number of items sold, not of sales value.
Credit purchases' share in Alborz province, highest of any provinceYear to 20 March 2026Company disclosed
31 per cent
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06The page says Alborz had the highest share of all four instalment methods; it does not print the national figure to compare.
Books sold on DigikalaYear to 20 March 2026Company disclosed
2,772,640 items
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06A count of books sold as items in the year, not a value. The page presents it under a headline about internet restrictions; the figure covers the whole year.
Games and brain-teasers sold on DigikalaYear to 20 March 2026Company disclosed
939,608 items
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06A count of items sold, not a value.
Seller satisfaction with DigikalaReported in the annual report for the year to 20 March 2025Company disclosed
63.55 per cent
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06A survey of sellers reported by the company; the report gives no sample size.
Average daily product searchesYear to 19 March 2024Company disclosed
3.5 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Marketplace sellers, year-on-year changeYear to 19 March 2024Company disclosed
up 36 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
New sellers joining in the yearYear to 19 March 2024Company disclosed
110,524
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06This equals the net rise in the seller count over the year, so it may be net of sellers who left.
Local and indigenous product sellersReported in the annual report for the year to 20 March 2023Company disclosed
6,765
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Product variety, year-on-year changeYear to 19 March 2024Company disclosed
up 29 per cent, to 12.5 million items
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Daily searchesYear to 20 March 2026Company disclosed
4.4 million
Digikala group annual report for the year to 20 March 2026
Growth in average price of goods sold, excluding the supermarketYear to 20 March 2026Company disclosed
72 per cent
Digikala group annual report for the year to 20 March 2026
Growth in average price of goods sold, including the supermarketYear to 20 March 2026Company disclosed
74 per cent
Digikala group annual report for the year to 20 March 2026
Daily visitorsYear to 20 March 2026Company disclosed
5.6 million
Digikala group annual report for the year to 20 March 2026
Growth in average price of supermarket goodsYear to 20 March 2026Company disclosed
55 per cent
Digikala group annual report for the year to 20 March 2026
Products available to findYear to 20 March 2026Company disclosed
15.3 million
Digikala group annual report for the year to 20 March 2026
Cities and villages with sellersYear to 20 March 2026Company disclosed
1,615
Digikala group annual report for the year to 20 March 2026
Full-time employeesYear to 20 March 2026Company disclosed
9,700
Digikala group annual report for the year to 20 March 2026
Infrastructure centresYear to 20 March 2026Company disclosed
959
Digikala group annual report for the year to 20 March 2026
Cities and villages with customersYear to 20 March 2026Company disclosed
2,740
Digikala group annual report for the year to 20 March 2026
Daily processing capacityYear to 20 March 2026Company disclosed
more than 1 million items
Digikala group annual report for the year to 20 March 2026
Growth in value of goods soldYear to 20 March 2026Company disclosed
56 per cent
Digikala group annual report for the year to 20 March 2026
Gold bars and gold plaques purchases, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 53 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in purchases of this category on Digikala against the previous summer. The report does not say whether purchases are counted as orders, units or value, and gives no base figure, so a large rise may be from a small base.
Gold jewellery purchases, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 7 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in purchases of this category on Digikala against the previous summer. The report does not say whether purchases are counted as orders, units or value, and gives no base figure, so a large rise may be from a small base.
Matcha searches, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 243 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in searches for this category on Digikala against the previous summer. It counts interest, not sales, and the report gives no base figure.
Matcha purchases, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 62 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in purchases of this category on Digikala against the previous summer. The report does not say whether purchases are counted as orders, units or value, and gives no base figure, so a large rise may be from a small base.
Group employeesYear to 19 March 2024Company disclosed
12,260
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06Group-wide headcount. The same page reports more than 3,000 people working with Digikala as flexible staff; it does not say whether they are included.
Low making-charge gold jewellery purchases, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 15,900 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in purchases of this category on Digikala against the previous summer. The report does not say whether purchases are counted as orders, units or value, and gives no base figure, so a large rise may be from a small base.
Melted gold purchases, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 324 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in purchases of this category on Digikala against the previous summer. The report does not say whether purchases are counted as orders, units or value, and gives no base figure, so a large rise may be from a small base.
Infrastructure centresYear to 19 March 2024Company disclosed
530
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Rechargeable fan searches, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 282 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in searches for this category on Digikala against the previous summer. It counts interest, not sales, and the report gives no base figure.
Car battery purchases, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 283 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in purchases of this category on Digikala against the previous summer. The report does not say whether purchases are counted as orders, units or value, and gives no base figure, so a large rise may be from a small base.
Low making-charge gold jewellery searches, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 9,762 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in searches for this category on Digikala against the previous summer. It counts interest, not sales, and the report gives no base figure.
Cities and villages with customersReported in the annual report for the year to 19 March 2024Company disclosed
2,265
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Gold jewellery searches, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 556 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in searches for this category on Digikala against the previous summer. It counts interest, not sales, and the report gives no base figure.
New sellers who joined during the yearYear to 20 March 2025Company disclosed
47,442
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06Net growth in the seller count between the two year ends, which the report labels as sellers who joined in the year; it does not separately state sellers who left.
Plus subscribersAt 20 March 2025Company disclosed
3.5 million, from 2.5 million a year earlier
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06Plus is Digikala's subscription programme, with free monthly shipments and other benefits.
Items returned by customersYear to 20 March 2025Company disclosed
2.48 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Product variety, year-on-year changeYear to 20 March 2025Company disclosed
up 16 per cent, to 14.5 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Marketplace sellersYear to 19 March 2024Company disclosed
418,727
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06Seller partners on the marketplace, as the company counts them; the report does not say whether this counts registered or active sellers.
Dashcam purchases, change on the previous summer22 June to 22 September 2025, compared with 21 June to 21 September 2024Company disclosed
Up 1,794 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06Change in purchases of this category on Digikala against the previous summer. The report does not say whether purchases are counted as orders, units or value, and gives no base figure, so a large rise may be from a small base.
Sellers, year-on-year changeYear to 20 March 2025Company disclosed
up 11.32 per cent
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06From 418,727 sellers a year earlier to 466,169.
Customers who made their first purchase in the yearYear to 20 March 2025Company disclosed
2,337,977
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Orders shipped free to Plus subscribersYear to 20 March 2025Company disclosed
7.5 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Customer calls answered by the contact centreYear to 20 March 2025Company disclosed
6,495,609
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Daily iPhone sales, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
down 68 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06
Average daily orders, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
down 48.7 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06
Share of gold and silver in the basket, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
up 10 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06Relative or percentage points not stated.
Average basket value, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
down 0.6 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06Nominal value; the report gives no currency or price adjustment.
Order cancellation rate during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
28 per cent, a 33.3 per cent increase
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06
Return rateYear to 20 March 2025Company disclosed
4.97 per cent
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06The report does not state the base of the rate (items or orders).
Daily sales of electrical home appliances, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
down 61 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06
Daily sales of furniture, carpets and decor, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
down 51 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06
Sales of foreign rice, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 84 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Share of daily sales, medicine and food supplements, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
up 18.6 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06A rise in share of daily sales, not in sales. The report does not say whether the change is relative or in percentage points.
Average shipping time during the warDuring the war of 14 to 26 June 2025 as the report dates itCompany disclosed
5 days
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Sales of canned lentils, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 64 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Orders collected in person at pickup pointsYear to 20 March 2025Company disclosed
1,806,379
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06
Share of daily sales, power banks, chargers and batteries, change during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
up 13 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06A rise in share of daily sales, not in sales. Relative or percentage points not stated.
Visits to the food group, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 20 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Searches for Labubu dolls, change after the war27 June to 15 July 2025, against the war of 14 to 26 June 2025Company disclosed
up 3,200 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Average daily searches for 'gold' during the warDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
4,782, 39 per cent more than before the war
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06
Visits to fashion and clothing, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
down 11 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Share of gold coins, change during the war (base not stated by the report)During the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war windowCompany disclosed
down 62 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06
Visits to toys, children and baby, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 7 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Searches for game consoles, change after the war27 June to 15 July 2025, against the war of 14 to 26 June 2025Company disclosed
up 852 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Visits to ADSL modems and routers, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 101 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Visits to canned fish, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 85 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Sales of hardware cryptocurrency wallets, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 218 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Sales of blood glucose test strips, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 296 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Sales of canned aubergine, change during the warDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war windowCompany disclosed
up 87 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Sales of game controllers, change after the war27 June to 15 July 2025, against the war of 14 to 26 June 2025Company disclosed
up 102 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Sales of home console games, change after the war27 June to 15 July 2025, against the war of 14 to 26 June 2025Company disclosed
up 93 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06
Daily processing capacityReported in the annual report for the year to 20 March 2023Company disclosed
904 thousand items
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Share of order payments made onlineYear to 20 March 2023Company disclosed
66.8 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Cash on delivery took 24.5 per cent, credit 4.7, wallet 3.6 and gift cards 0.4. The report does not say whether shares are by number of payments or by value.
Marketplace sellers, year-on-year changeYear to 20 March 2022Company disclosed
up 63.6 per cent
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06
Provinces where group staff workReported in the annual report for the year to 20 March 2022Company disclosed
24
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06
Infrastructure centresReported in the annual report for the year to 20 March 2022Company disclosed
126
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06The 1401 report counts 530 centres; the report does not define a centre, so the two figures may not be comparable.
Chief executiveReported in the annual report for the year to 20 March 2022Company disclosed
Hamid Mohammadi
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Chief executive at the time of this report.
Women's share of customersReported in the annual report for the year to 20 March 2025Company disclosed
38 per cent (men 62 per cent)
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06The report does not say whether the split counts customers or accounts.
Customers outside TehranReported in the annual report for the year to 20 March 2025Company disclosed
5.2 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06The report does not say whether this counts the year's buyers or all customers to date.
Average daily visitsYear to 19 March 2024Company disclosed
5.5 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06Average visits a day, not unique visitors. Earlier reports counted monthly unique visitors, which is a different measure.
In-person order pickup centresYear to 19 March 2024Company disclosed
355
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Daily processing capacityYear to 19 March 2024Company disclosed
1 million items
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06A capacity, not a measure of items actually processed. The report's own table of processing centres sums to 927,000 items a day.
Cities and villages with sellersReported in the annual report for the year to 19 March 2024Company disclosed
1,614
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06
Net Promoter Score, average for the yearYear to 19 March 2024Company disclosed
46
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06The company's own measurement. The report compares it with scores it attributes to foreign online retailers.
Average sales per seller, year-on-year changeYear to 19 March 2024Company disclosed
up 63.4 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06The change in average sales per seller, in nominal toman, not in total marketplace sales.
Orders shipped to places outside TehranYear to 19 March 2024Company disclosed
16.4 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06Orders delivered outside the city of Tehran, not a total order count.
Sellers' share of net merchandise valueYear to 19 March 2024Company disclosed
68.35 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06Third-party sellers' share of the net value of goods sold on Digikala. It was 66.25 per cent the year before.
Digikala Ads advertising revenue, changeYear to 19 March 2024Company disclosed
fourfold
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06Digikala Ads is Digikala's advertising agency. The report gives no amount.
Share of order payments made onlineYear to 19 March 2024Company disclosed
62 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06The next largest method was payment by card terminal (POS), at 24 per cent.
Daily unique product searchesYear to 20 March 2023Company disclosed
3.5 million
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Storage capacityReported in the annual report for the year to 20 March 2023Company disclosed
7.2 million items
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Capacity to hold goods in storage, counted in items; it is not a count of items sold.
EmployeesReported in the annual report for the year to 20 March 2023Company disclosed
8,199
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06The report counts 'colleagues' without saying whether the figure covers Digikala alone or the wider group.
Satisfaction with Digikala Service after-sales repairsYear to 20 March 2023Company disclosed
81.3 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Digikala Service is the company's warranty and repair arm; the report does not describe how satisfaction was surveyed.
Daily processing capacityReported in the annual report for the year to 20 March 2022Company disclosed
more than 960,000 items a day
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06
Customer phone calls answered per dayYear to 20 March 2023Company disclosed
20,802
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Contact-centre answers to customer phone calls in a day; chat, email and seller calls are counted separately.
Monthly unique visitorsReported in the annual report for the year to 20 March 2022Company disclosed
more than 39.5 million
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Unique visitors in a month. Later reports switched to average daily visits, which is a different measure.
Iranian goods' share of items soldYear to 20 March 2022Company disclosed
about 79 per cent
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Measured by number of items sold, not by sales value.
Infrastructure centresReported in the annual report for the year to 20 March 2023Company disclosed
530
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Marketplace sellersYear to 20 March 2023Company disclosed
308,203
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Average annual sales per sellerYear to 20 March 2023Company disclosed
360 million toman
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06An average per seller for the year; the report does not say whether inactive sellers are counted, or give the median.
Product variety, year-on-year changeYear to 20 March 2023Company disclosed
up 29 per cent, to 9.7 million items
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Counts distinct products listed, not units sold.
Product varietyReported in the annual report for the year to 20 March 2022Company disclosed
more than 7.5 million items
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06
Share of net merchandise value bought on instalment credit20 February to 20 March 2023, the last month of the year to 20 March 2023Company disclosed
17 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Covers a single month, the last of the financial year, not the year as a whole.
Average monthly sales per active marketplace sellerYear to 20 March 2022Company disclosed
494 million rial
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06An average per active seller per month, in rial. The report says the average was about the same as the year before.
Digiplus subscriptions purchasedReported in the annual report for the year to 20 March 2022Company disclosed
835,980
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Subscriptions bought to the paid Digiplus membership programme. Not the same as members at the year end.
Marketplace sellers, year-on-year changeYear to 20 March 2023Company disclosed
up more than 23.6 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Highest sales by a single sellerYear to 20 March 2023Company disclosed
224 billion toman
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Orders delivered through Ganjeh lockersYear to 20 March 2023Company disclosed
more than 48 thousand
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Orders customers collected from Ganjeh lockers instead of home delivery. The facing page gives the exact count as 48,395.
Group direct employeesReported in the annual report for the year to 20 March 2022Company disclosed
more than 8,700
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Direct staff across the Digikala group. The chairman's letter in the same report speaks of about ten thousand colleagues, a looser count.
Iranian brands selling on DigikalaAt 20 March 2022Company disclosed
6,823
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Up 11 per cent from 6,156 a year earlier, according to the same page.
Local and rural producers selling through the Boomi Mahalli programmeReported in the annual report for the year to 20 March 2022Company disclosed
3,485
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Boomi Mahalli is Digikala's programme for local and rural producers, launched in autumn 2020.
Monthly unique visitorsYear to 20 March 2023Company disclosed
41.5 million
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Counts unique visitors in a month. Later reports switched to average daily visits, so this figure does not compare with those.
Share of customers subscribed to DigiplusYear to 20 March 2023Company disclosed
19 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Digiplus is Digikala's paid membership offering free deliveries and cash-back.
Marketplace sellersReported in the annual report for the year to 20 March 2022Company disclosed
more than 249,000
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06The report's marketplace chart gives the exact count as 249,333, up from 152,406 a year earlier.
Net merchandise value, year-on-year changeYear to 20 March 2022Company disclosed
up 49 per cent
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06Growth in net merchandise value; the report does not print the value itself.
Orders placed by Digiplus membersReported in the annual report for the year to 20 March 2022Company disclosed
more than 4.9 million
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06
On-time delivery rateYear to 20 March 2023Company disclosed
93.9 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06Measured by the company from couriers' location data; 2.1 per cent of orders arrived late on the same day and 4 per cent a day or more late.
Net sales, average annual growth over ten yearsTen years to 20 March 2022Company disclosed
94 per cent a year
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06An average annual growth rate of net sales measured in rial over ten years.
Digiplus subscribers' total saving on delivery feesYear to 20 March 2023Company disclosed
71.3 billion toman
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06
Customer phone calls answered per dayReported in the annual report for the year to 20 March 2022Company disclosed
19,285
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06The report does not say whether this is a daily average for the year or a typical day.
Digikala group staffSix months to 22 September 2021Company disclosed
7,469
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Direct staff across the Digikala group at the half-year mark, including subsidiaries. The report's asterisk adds that more than 2,000 further people work in the group as contractors.
Digikala group staffYear to 20 March 2021Company disclosed
6,421
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Direct staff across the Digikala group in the year to 20 March 2021, as charted in the company's own human resources report.
Digikala group staff, change against the previous yearSix months to 22 September 2021, against the year to 20 March 2021Company disclosed
up 16 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Compares the half-year headcount with the count for the previous full year.
Contractors working in the Digikala groupSix months to 22 September 2021Company disclosed
more than 2,000
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Counted separately from, and in addition to, the group's direct staff.
Digikala group staff in operations, shareSix months to 22 September 2021Company disclosed
80 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Operations covers distribution, warehousing, customer service and content.
Women's share of Digikala staffSix months to 22 September 2021Company disclosed
21 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06The page heading speaks of the group; the chart header names Digikala staff.
Women's share of Digikala technology unit staffSix months to 22 September 2021Company disclosed
29 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Women are 17 per cent of operations staff and 48 per cent of non-operations staff on the same chart.
Distribution and after-sales centresReported in the annual report for the year to 20 March 2021Company disclosed
55
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06The report also lists 32 centres that collect goods from sellers.
Marketplace share of book sales on DigikalaYear to 20 March 2021Company disclosed
90 per cent
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06The share of book copies sold on Digikala by third-party publishers and bookshops on its marketplace, against books Digikala sold from its own stock.
Books sold, year-on-year changeYear to 20 March 2021Company disclosed
up 447 per cent
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06Growth in copies sold over the year before. The report links the jump to the coronavirus lockdowns.
Businesses selling books on DigikalaYear to 20 March 2021Company disclosed
935
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06Publishers, bookshops and other suppliers active in the book category during the year.
Books sold on Digikala in the monthMonth to 22 September 2021Company disclosed
653,770
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06The latest month the report covers.
Digikala group staff in non-operations functions, shareSix months to 22 September 2021Company disclosed
15 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Non-operations covers marketing, commerce, finance, human resources, legal, business development, customer experience, risk and internal audit.
Digikala group staff in technology, shareSix months to 22 September 2021Company disclosed
5 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Technology covers programming, product, infrastructure, business intelligence, big data and artificial intelligence.
Digikala company staff in operationsSix months to 22 September 2021Company disclosed
5,971
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Digikala the company alone, not the group. The report defines operations as distribution, warehousing, customer service and content.
Staff at other Digikala group companies, change against the previous yearSix months to 22 September 2021, against the year to 20 March 2021Company disclosed
up 111 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Covers the group's companies other than Digikala itself; the rise largely reflects companies joining the group.
Digikala staff from the millennial generation, shareSix months to 22 September 2021Company disclosed
66 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06The report counts as millennials staff born between 1980 and 1996.
Digikala staff based in TehranSix months to 22 September 2021Company disclosed
6,846
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Digikala staff by province of work; Alborz is second with 102 and Isfahan third with 65.
Women's share of Digikala staffYear to 20 March 2021Company disclosed
16 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06
Hires into Digikala unitsSix months to 22 September 2021Company disclosed
459
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Counts operations hiring for fixed positions only.
Hires into Digikala units, changeSix months to 22 September 2021, against the six months to 21 September 2020Company disclosed
up 185 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06The report attributes the rise to new businesses inside Digikala.
Digikala company staff in technologySix months to 22 September 2021Company disclosed
282
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Digikala the company alone, not the group.
Digikala company staff in non-operations unitsSix months to 22 September 2021Company disclosed
812
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Digikala the company alone. Human resources includes safety, security and general services staff.
Average age of Digikala staffSix months to 22 September 2021Company disclosed
30
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Average for all Digikala staff in the report's period, on the report's own chart.
Digikala staff from Generation Z, shareSix months to 22 September 2021Company disclosed
28 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06The report counts as Generation Z staff born between 1996 and 2012.
Women's share of Digikala managersSix months to 22 September 2021Company disclosed
27 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Women's share among managers is above their 21 per cent share of all staff.
Job applicants to Digikala technology and non-operations unitsSix months to 22 September 2021Company disclosed
17,290
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Applicants to technology and non-operations roles only; operations hiring is reported separately.
Average time to fill a technology or non-operations roleSix months to 22 September 2021Company disclosed
40 days
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Measured from opening a position to finding the right candidate. The figure was 21 days in the year to 20 March 2021.
Digikala non-operations and technology staff with a bachelor's degree or higher, shareSix months to 22 September 2021Company disclosed
79 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Excludes operations staff, 70 per cent of whom hold a high-school diploma or less on the same chart.
Job titles across the Digikala groupSix months to 22 September 2021Company disclosed
828
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06The report attributes the number to companies joining the group.
Hires into Digikala technology and non-operations unitsSix months to 22 September 2021Company disclosed
381
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06Excludes operations hiring.
New items added to the catalogue in the yearYear to 19 March 2020Company disclosed
1,153,000
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06
Monthly unique visitorsReported in the annual report for the year to 20 March 2021Company disclosed
more than 30 million
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06Unique visitors in a month, as the report states it at the time of publication; not a count of buyers.
Product varietyReported in the annual report for the year to 20 March 2021Company disclosed
more than 4.5 million items
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06
Average monthly sales per active marketplace sellerYear to 20 March 2021Company disclosed
510 million rial
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06An average per active seller per month, in rial.
Orders placed by Digiplus membersReported in the annual report for the year to 20 March 2021Company disclosed
1,536,878
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06Digiplus, the paid delivery subscription, launched in the summer of 2020, so this covers its first months rather than a full year.
Iranian goods' share of items soldYear to 20 March 2021Company disclosed
about 78 per cent
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06A share of the number of items sold, not of their value.
Books sold on DigikalaYear to 20 March 2021Company disclosed
more than 3.9 million copies
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06A count of book copies sold through Digikala, retail and marketplace together, not of orders or titles.
Net sales, average annual growth over eight yearsEight years to 20 March 2021Company disclosed
107 per cent a year
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06An average annual growth rate in rial terms over eight years, so it includes inflation. The following year's report gives 94 per cent a year over ten years.
Customer phone calls answered per dayYear to 20 March 2021Company disclosed
about 22 thousand on average
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06The report puts the average wait at 25 seconds and says phone calls were about 60 per cent of customer contacts.
Iranian brands selling on Digikala, year-on-year changeYear to 20 March 2021Company disclosed
up 145 per cent
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06
Net merchandise value, year-on-year changeYear to 20 March 2021Company disclosed
up 151 per cent, or 2.5 times
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06Growth in the rial value of goods sold, so it includes price inflation over the year. The report does not print the value itself.
Highest one-month sales by a single marketplace seller22 September to 21 October 2020Company disclosed
580 billion rial
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06A record for one seller in one month, not a typical figure.
Concurrent users the platform can serveReported in the annual report for the year to 20 March 2021Company disclosed
more than 300 thousand
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06A capacity the company states for its infrastructure, not a count of users online at one time.
Book titles at the launch of the book categoryAt 22 September 2014Company disclosed
3,770
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06Books were Digikala's first category outside digital goods.
Businesses selling books on DigikalaSix months to 22 September 2021Company disclosed
1,563
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06Businesses active in the book category in the first half of the year to 20 March 2022.
Provinces where group staff workReported in the annual report for the year to 20 March 2021Company disclosed
31
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06
Marketplace sellersYear to 20 March 2021Company disclosed
152,406
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06Businesses active as sellers on the marketplace during the year. The at-a-glance page rounds this to more than 150,000 active Iranian businesses.
Iranian brands selling on DigikalaAt 20 March 2021Company disclosed
6,156
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06
Books sold on Digikala in the monthMonth to 20 April 2021Company disclosed
896,027
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06The highest monthly figure in the eighteen months the report charts.
Sellers using ship-by-sellerReported in the annual report for the year to 20 March 2021Company disclosed
13,736
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06Sellers who ship some orders straight to the customer instead of through Digikala's warehouses. The option was added in the autumn of 2020.
Daily processing capacity of the Danesh fulfilment centreReported in the annual report for the year to 20 March 2021Company disclosed
750 thousand items a day
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06The capacity of the Danesh centre in Tehran, which can also store 5 million items. Digikala also runs separate processing centres for supermarket and bulky goods.
Marketplace sellers, year-on-year changeYear to 20 March 2021Company disclosed
up 150 per cent
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06
Books sold, average annual growthFour years to 20 March 2021Company disclosed
144 per cent a year
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06A simple average of four yearly growth rates in copies sold, one of which was 447 per cent; it is not a compound annual growth rate.
Book titles available on DigikalaReported in the report for the six months to 22 September 2021Company disclosed
more than 189,000
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06A catalogue count of distinct book titles, not of copies in stock or sold.
Monthly unique visitorsYear to 19 March 2020Company disclosed
26 million
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Unique visitors in a month, not buyers. The following year's report gives more than 30 million.
Product variety, total listed itemsReported in the annual report for the year to 19 March 2020Company disclosed
2,238,287
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Distinct items offered on the site; the at-a-glance page rounds it to more than 2 million.
Iranian businesses selling on the marketplaceReported in the annual report for the year to 19 March 2020Company disclosed
more than 61,000
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Businesses selling through the marketplace; not a count of active sellers in a given month.
Average order valueReported in the annual report for the year to 19 March 2020Company disclosed
496 thousand toman
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06Average value of one order, in toman as the report prints it.
Marketplace sellers: 308,203 in FY2022-23, from 249,333 the year before, and 466,169 in FY2024-25 (FY2024-25 annual report). The company reports 23.6 per cent growth in FY2022-23. The FY2022-23 report prints the series from FY2017-18: 5,728, 21,030, 60,014, 152,406, 249,333, 308,203.
Annual reportRoughly 1.9 times in the three years from FY2021-22 to FY2024-25. The opening value is given as printed, 249,333. The report microsite is image-only, but the same page offers the FY2022-23 report as a PDF with a full text layer, and the earlier years are read from it. The source passage is the FY2024-25 annual report's own words (printed pages 149 and 17); the FY2022-23 passage is kept in the locator beside it. The same FY2024-25 page prints 418,727 for FY2023-24 and growth of 11.32 per cent in FY2024-25.
Daily trafficFY2024-25Company disclosed
5.5M average daily visitors · 4.4M average daily product searches
Annual reportCompany statementThe report counts visitors (بازدیدکننده), not visits.
Group operating revenueFY2024-25Third-party reported
30,423B toman (≈$435M at the FY2024-25 average of ~70,000 toman/$)
Financial filingGroup scope: Digikala, Digipay, Diginext, Fidibo and others. The figures come from the press report of the audited statements, not the filing itself, hence third-party reported, not official record. The dollar figure uses ~70,000 toman/$, the 2024-25 (FY2024-25) average of the tgju series.
Annual reportCompany statementReported independently by DMBoard, Peivast, Zoomit and Digiato from the same report.
Share of Iran online retailFY2024-25Company 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 per cent statement (2026, in this profile) is not a share estimate: it is the portion of the market he says Digikala cannot sell into because the goods are labelled contraband.
Group net profitFY2024-25Third-party reported
538.9B toman (≈$7.7M at the FY2024-25 average of ~70,000 toman/$)
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, on a thin margin that moved within the year. FX restated 21 August 2026: the 2024-25 (FY2024-25) average was revised from ~62,000 to ~70,000 toman/$ following a Tehran Index audit of the tgju series (50 observations; simple mean 70,080, monthly means 69,100). Dollar figure recomputed; toman figure unchanged.
More than 34 million packages delivered nationally in the year, with a peak day of close to 150,000. An average of roughly 93,000 a day is the annual figure divided by 365, not a figure the source prints.
Annual reportExecutive interviewThe cited article prints only the 34 million total and the peak of close to 150,000. The daily average is Tehran Index's derivation (34 million divided by 365). The article gives no Tehran split and no on-time rate.
Independent measurement of the market it is a share ofYear to 20 March 2025Official record
The Tehran E-Commerce Association puts total Iranian retail spending at 1,648.6 thousand billion toman for the year to 20 March 2025, against 1,219.2 the year before, and online retail at 4.8 percent of that, or 5.6 percent excluding gold. Digikala's own annual report for the same year states that online retail is 6.4 percent of total Iranian retail. Digikala's figure is about a third higher than the association's (6.4 against 4.8), and neither publishes a reconciliation.
Tehran E-Commerce Association (انجمن تجارت الکترونیک تهران), Iran E-Commerce Report (گزارش تجارت الکترونیک ایران), executive summary page 5; 91 pages, produced 24 August 2026 · retrieved 2026-09-12Read from page 5 of the report. The association's study excludes food, other fast-moving consumer goods and all services by design, and builds its online figure from data its own member platforms supplied, so the two denominators may not be like for like. Tehran Index publishes both and does not adjudicate. The two measurements differ by about a third of the association's 4.8 percent (the gap is a quarter of Digikala's 6.4).
GMV growthFY2021-22, FY2024-25Company disclosed
GMV +71 per cent and orders +30 per cent in FY2024-25. The FY2021-22 figure of +49 per cent is not reproducible from a readable source.
Annual reportThe reports disclose growth rates, never an absolute GMV figure. Only the FY2024-25 figures are verifiable from the readable report; the FY2021-22 comparison sits in an image-only microsite.
EmployeesFY2022-23 and FY2024-25Company disclosed
8,199 employees in FY2022-23 and 10,510 in FY2024-25, both as published by the company.
Annual reportTwo published years, not a series. The FY2022-23 figure is verified from the FY2022-23 report PDF, which has a text layer; figures for FY2021-22 and FY2023-24 are unverified and are not asserted. The source passage is the FY2024-25 annual report's own words (printed pages 207 and 17); the FY2022-23 passage is kept in the locator. The report's people chapter labels 10,510 as the headcount of the Digikala group in FY2024-25, not of the online store alone.
The other online channel, for scaleYear to 20 March 2025Official record
The same study sizes the Instagram shop economy at about 89 thousand billion toman for the year to 20 March 2025, from a survey of about 130,000 active shops, and calls it comparable to the sales of the country's large e-commerce platforms. Fashion and apparel alone is about 24.1 thousand billion toman there, which the report puts at roughly five times what online retail platforms sell in that category.
Tehran E-Commerce Association, Iran E-Commerce Report, executive summary page 6 · retrieved 2026-09-12Any share-of-e-commerce figure depends on whether social commerce is inside the denominator, and Tehran Index holds no earlier measurement of it. Tehran Index arithmetic on the report's own two figures, 4.8 percent of 1,648.6, puts formal online retail at about 79 against the 89 for Instagram; that calculation is not printed by the report.
VisitorsFY2021-22 → FY2024-25Company disclosed
39.5M → 41.5M monthly unique visitors (FY2021-22 to FY2022-23) · 5.5M average daily visitors (FY2024-25, the figure shown under Daily traffic)
Annual reportMetric definition changed between FY2022-23 and FY2023-24 (monthly unique → daily average); not one continuous series. The 5.5M daily figure is printed on page 17 of the FY2024-25 report.
Geographic reachFY2024-25Company disclosed
Sellers in 1,615 cities and villages; customers in 2,279
H2 operating revenue +23% on H1, while net profit fell 32%
Financial filingRevenue accelerated into the second half while profit contracted. One half-year comparison within one year; not a trend.
Average seller salesFY2022-23 → FY2024-25Company disclosed
360M → 588M → 831M toman per seller per year
Annual reportNominal toman; the FY2024-25 report itself attributes part of the rise to inflation. FY2023-24 report states +63.4% for FY2023-24 over FY2022-23 (63.3 percent on the rounded figures printed here).
Shareholder-reported growth (March 2024 to March 2025)Iranian financial year to 20 March 2025Third-party reported
Net merchandise value grew 71%, 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. The same report's management letter gives the net merchandise value growth as 69 percent. 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. No absolute figures were disclosed, so these percentages cannot be converted to values. The report disagrees with itself on net merchandise value growth for the year: 71 percent in the Digikala section (page 19) and 69 percent in the management letter (page 11); the Digikala section also carries a pull-quote of "GMV YTD development of 69% YoY". Both figures are shown. Evidence state is third-party reported because the report carries Digikala's figures second-hand.
Shareholder carrying value, direct stake30 April 2022 to 30 April 2025Company disclosed
EUR 22.0M → EUR 16.1M → EUR 21.7M → EUR 13.0M
Pomegranate Investment AB (publ), annual reports 2022 to 2025 ↗ · retrieved 2026-09-02Pomegranate's carrying value for what its report labels the direct stake, not a valuation of Digikala. It fell about 40 percent in the year to 30 April 2025 (EUR 21.7M to 13.0M as printed, 40.1 percent). The report keeps the "direct stake, fair value in portfolio" label at 30 April 2025 while footnoting that all shares were sold in August 2024 for a deferred purchase price; Tehran Index records the label and the footnote together. The company's 90 percent revenue growth is for the Iranian year to 20 March 2025, a different period end from Pomegranate's 30 April, so the two figures overlap but are not the same year: a euro-denominated holder and a rial-denominated operator can both be telling the truth.
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, against ~2020 in a founder interview.
Group companies, as listed on the group's English structure page (11)As published on the group's English structure page; copy fetched 26 September 2026Company disclosed
Digikala (general merchandise online store) · Fidibo · Digipay · Komoda (social buying and selling platform) · Smartech · Diginext (innovation and investment centre) · Digify · Digiexpress · Pindo · Ganje · Optime (AI routing optimisation). The group states that it owns all the shares of the Digikala online store (Novaran Fan Awazah) and all or part of the shares of seven of the others: Fidibo, Diginext, Smartech, Digipay, Digify, Komoda and Pindo.
Digikala Group corporate site (about.digikala.com/en/digikala-group) ↗ · retrieved 2026-09-26The page cited lists eleven companies and names Komoda twice; no source has been found for Komoda leaving the group. The page says the group holds all of Digikala and all or part of seven named businesses. The group's two pages do not agree. Its Persian page lists a different eleven, with Digikala Jet and without Komoda: «اکنون شرکتهای زیر مجموعه گروه تجارت الکترونیک دیجیکالا شامل دیجیکالا، فیدیبو، دیجیپی، اسمارتک، دیجینکست، دیجیفای، دیجیاکسپرس، دیجیکالا جت، پیندو، گنجه، آپتایم هستند.» (https://about.digikala.com/digikala-group/, read in the Internet Archive capture of 13 July 2026, sha256 c4e87baffed931bd145cef096a0408d858e47212b9c857143f05305cef185368, because the live site did not load on 29 September 2026). Both lists are shown rather than reconciled by assumption.
Digikala Group corporate site ↗ · retrieved 2026-07-11Explicitly described by the group's English structure page as core services of the largest operating company, distinct from the group companies. The group's Persian company list treats Digikala Jet as its own entry, so for Digikala Jet the group's two lists disagree and both are shown.
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. One year's figure, not a trend; the report does not say whether pickup gained share from doorstep delivery.
Digipay financials (group fintech, Codal)year ended 21 December 2025Third-party reported
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. In both years G&A grew faster than revenue. No dollar conversion is published for these figures. A historical flow is converted only at a rate for its own period, and no such rate has been fixed for the year ended 21 December 2025. The toman figures are the reliable read.
Digipay revenue trajectory (Codal)Years ended 21 December 2023, 20 December 2024 and 21 December 2025Third-party reported
Financial filingCodal does not disclose the cost breakdown, so the quality of the profit for the year ended 21 December 2025 cannot be judged from the filing alone. Stated, not modelled. The source reports three financial years each ending on the same Iranian calendar date, which falls on 21 December 2023, 20 December 2024 and 21 December 2025. The figures were re-read against the source on 26 September 2026. Digipay's Official Gazette notice published 6 August 2026 (on the Digipay profile) records approval of accounts for a financial year ended 20 March 2026. Tehran Index does not hold the Codal filing, and the two year-ends have not been reconciled.
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.
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 reportRole structure per the executives' own current profiles. This is an attributed statement: the named speaker said this, on the named date, at the named timestamp, which can be checked by opening the source. It is not a company-published or audited figure. No verbatim passage has been transcribed, because no caption track could be retrieved for the video.
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)
Group board (registry)Elected 9 September 2024, recorded 9 October 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 10 September 2026 (~Sep 2026)
Registry recordThe group board is chaired by an investor-side representative, not a founder. The affiliation of Asman Value Management is not independently established, so 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)Recorded from 20 August 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)Group leadership page, fetched 26 September 2026Company disclosed
Tracked entities in the same corporate family. Ownership percentages appear in Ownership & capital only when disclosed.
Ownership & capital
Brand to operator, stated by the company itselfCompany disclosed
The company's own page names شرکت نوآوران فن آوازه (فروشگاه آنلاین دیجیکالا) as the operator behind the brand. The passage is quoted verbatim in the source passage.
digikala.com (company website) ↗ · retrieved 2026-09-17Corroborated: two independent reads of this page returned the same sentence. The sentence appears only after JavaScript runs, so a plain fetch of this URL will not find it.
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. The source article is dated 6 November 2022, so this structure is as disclosed in 2022 and pre-dates the 2024 MCI transaction.
Funding historyDurableCompany disclosed
Bootstrapped to 2012 → Sarava Pars (2012) → IIIC, $100M (2016, first foreign capital, FIPPA licence) → MCI / Hamrah-e Aval (2024)
Executive interviewShareholder reportThe investor is IIIC (International Internet Investment Cooperatief U.A.).
Valuation anchors2024-2025Third-party reported
Two third-party anchors that are not comparable with each other (different dates, currencies and methods): the MCI ~40% purchase (mid-2024) implied ≈ $441M; Pomegranate's total Digikala fair value of €65.9M at 30 April 2025, against the 11.7% the report presents (9.4% look-through plus 2.3% direct), implies ≈ €563M.
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 given, neither verified. The euro figure is taken from the report's own 9.4 and 2.3 percent (Annual Report 2024/25, page 19). No dollar figure is given for it until a dated period rate for 30 April 2025 is fixed.
Public listing: admitted to the Tehran Stock Exchange, not yet offeredAdmitted 8 January 2025; no offering as of 3 September 2026Official record
Admitted, not listed. On 8 January 2025 the Tehran Stock Exchange's securities admission board approved the admission of Digikala E-Commerce Group's shares, and the exchange announced it the same evening. Admission is the first step; the company must then be registered as an issuer, valued and have its symbol listed before an initial offering. As of 3 September 2026 Digikala does not appear on Codal's issuer list and no symbol has been listed. The exchange chief executive, Mahmoud Goodarzi, restated the admission on 31 August 2026 and said an offering would follow if valuation met capital-market standards.
Executive interviewThe exchange release names only the group. A trade-press report (Peivast, 9 January 2025) said ten subsidiaries were admitted alongside the parent; no document published by the exchange carries it, so it is not relied on here. The Codal issuer list, checked on 3 September 2026, showed no match on Digikala or Fan Avazeh. The notice is an admission decision only, consistent with no offering having taken place.
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. The same report still presents, as at 30 April 2025, a 9.4% look-through interest and a EUR 13.0M direct-stake fair value for Digikala, footnoted as exited for a deferred purchase price.
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 an official record of Pomegranate's own transaction, firmer than press reporting. The identity of the local purchasing vehicle is not named in the disclosure and Tehran Index has not established it. One holder's exit, recorded as such; it is not evidence of a pattern. The report presents the 9.4 percent interest as at 30 April 2025, after the exit, alongside the footnote.
Pomegranate Investment AB holdingAs at 30 April 2024Company disclosed
2.31% direct, plus a 9.5% see-through interest through International Internet Investment Coöperatief U.A. (IIIC)
From the published signal feed; each record links to its source. All signals →
What we don't know
Audited financialsNot disclosed
Audited FY2024-25 group statements exist and were reported by trade press; the group revenue and net profit shown come from that reporting, not from the filing itself. The company itself publishes operating KPIs and growth rates only.
Group operating revenue and net profit come from the reported FY2024-25 statements. Platform GMV in toman remains undisclosed. The founder gave a USD NMV estimate, which is labelled as a founder statement.
Per-subsidiary financialsCoverage pending
Digipay has a separate profile; other group arms are not yet covered at depth.
Annual report FY2025-26Not disclosed
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
Digikala group staffCompany disclosedYear to 20 March 2019
2,754
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Website and app sessions on a typical dayCompany disclosedA typical day, as reported in the annual report for the year to 19 March 2020
5.4 million
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
New customers on a typical dayCompany disclosedA typical day, as reported in the annual report for the year to 19 March 2020
12,000
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Items ordered on a typical dayCompany disclosedA typical day, as reported in the annual report for the year to 19 March 2020
300 thousand
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Operational staff, share of full-time staffCompany disclosedReported in the annual report for the year to 19 March 2020
77 per cent
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Iranian goods' share of items soldCompany disclosedYear to 19 March 2020
about 69 per cent
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staffCompany disclosedYear to 20 March 2014
190
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Average time to fill a technology or non-operations roleCompany disclosedYear to 20 March 2019
44 days
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Technology staff who left citing emigration, share of leaversCompany disclosedYear to 19 March 2020
51 per cent
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Net merchandise value (NMV) in rial, average annual growth over eight yearsCompany disclosedEight years to 19 March 2020
112 per cent a year
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Job applicants to Digikala technology and non-operations teamsCompany disclosedSix months to 21 September 2020
7,282
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Hires into Digikala operations teamCompany disclosedSix months to 21 September 2020
3,028
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Net merchandise value (NMV) in rial, compound annual growth over eight yearsCompany disclosedEight years to 19 March 2020
106 per cent a year
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staffCompany disclosedYear to 19 March 2020
4,088
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Hires into Digikala technology and non-operations teamsCompany disclosedSix months to 21 September 2020
161
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Recruitment interviews for Digikala warehouse, distribution and customer-service rolesCompany disclosedSix months to 21 September 2020
16,930
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staffCompany disclosedYear to 20 March 2017
2,044
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Average time to fill a technology or non-operations roleCompany disclosedYear to 19 March 2020
34 days
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Hires into Digikala operations team in one monthCompany disclosed20 March to 19 April 2020
more than 900
Digikala human capital report, written during the year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
New items added to the catalogueCompany disclosedSix months to 22 September 2019
540,000
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Mobile app downloads per month, averageCompany disclosedReported in the half-year report for the six months to 22 September 2019
400 thousand
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Iranian goods' share of items soldCompany disclosedSix months to 22 September 2019
68 per cent
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Direct jobsCompany disclosedReported in the half-year report for the six months to 22 September 2019
3,400
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Villages whose residents have bought from DigikalaCompany disclosedReported in the half-year report for the six months to 22 September 2019
11,132
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Iranian businesses selling on the marketplaceCompany disclosedReported in the half-year report for the six months to 22 September 2019
more than 30,000
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Customer support agentsCompany disclosedReported in the half-year report for the six months to 22 September 2019
408
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Website and app sessions on a typical dayCompany disclosedA typical day in the six months to 22 September 2019
4.1 million
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Customer phone calls per day, averageCompany disclosedReported in the half-year report for the six months to 22 September 2019
19,812
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Items ordered on a typical dayCompany disclosedA typical day in the six months to 22 September 2019
150 to 200 thousand
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Average order valueCompany disclosedSix months to 22 September 2019
418 thousand toman
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Product variety, total listed itemsCompany disclosedReported in the half-year report for the six months to 22 September 2019
1,700,154
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace applicants accepted as sellers, shareCompany disclosedSix months to 22 September 2019
67 per cent
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Average monthly sales per active marketplace sellerCompany disclosedSix months to 22 September 2019
23 million toman
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Monthly unique visitorsCompany disclosedSix months to 22 September 2019
20 million
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Mobile app share of ordersCompany disclosedReported in the half-year report for the six months to 22 September 2019
50 per cent
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
New customers on a typical dayCompany disclosedA typical day in the six months to 22 September 2019
10,206
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Businesses that applied to sell on the marketplaceCompany disclosedSix months to 22 September 2019
18,482
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Highest one-month sales by a single marketplace sellerCompany disclosed23 July to 22 August 2019
20 billion toman
Digikala half-year report, 21 March to 22 September 2019 · retrieved 2026-10-06retrieved 2026-10-06
Share of Iran's total retail marketCompany disclosedYear to 20 March 2026
1.8 per cent
Digikala group annual report for the year to 20 March 2026
Cities orders were shipped toCompany disclosedReported in the annual report for the year to 20 March 2025
2,239
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Active sellers at year endCompany disclosedYear to 20 March 2026
426,865
Digikala group annual report for the year to 20 March 2026
Orders placed during the Black Friday saleCompany disclosedBlack Friday sale, 21 to 30 November 2024
1,499,930
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Items sold during the Black Friday saleCompany disclosedBlack Friday sale, 21 to 30 November 2024
7,198,526
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Average items per basket during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
3.84 items, up 4.1 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Local and indigenous product sellersCompany disclosedYear to 19 March 2024
9,500
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Customers who bought on instalmentsCompany disclosedYear to 19 March 2024
182,429
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Iranian brands selling on DigikalaCompany disclosedAt 19 March 2020
2,512
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Infrastructure centres outside TehranCompany disclosedAt 20 March 2025, as reported in the annual report for that year
544
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Digiplus subscriptionsCompany disclosedAt 19 March 2024
2.5 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Visitors to the physical storeCompany disclosedYear to 20 March 2025; the store opened on 17 May 2024
200,000
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Searches for the word 'cheap' on DigikalaCompany disclosedYear to 20 March 2026
745,437
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Customer calls answeredCompany disclosedYear to 19 March 2024
6.3 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Searches for the word 'second-hand' on DigikalaCompany disclosedYear to 20 March 2026
116,078
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Products listed by Boomi Mahalli producersCompany disclosedReported in the annual report for the year to 20 March 2022
30,444
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Searches for the word 'discount' on DigikalaCompany disclosedYear to 20 March 2026
197,832
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Visits on the busiest day of the yearCompany disclosed22 November 2023
12,692,291
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Meat's share of grocery spending on Digikala, changeCompany disclosedYear to 20 March 2026, against the year to 20 March 2025
20 per cent lower
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Four-instalment credit purchases, share of items soldCompany disclosedYear to 20 March 2026
20 per cent
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Single-instalment credit purchases, share of items soldCompany disclosedYear to 20 March 2026
7.3 per cent
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Credit purchases' share in Alborz province, highest of any provinceCompany disclosedYear to 20 March 2026
31 per cent
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Books sold on DigikalaCompany disclosedYear to 20 March 2026
2,772,640 items
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Games and brain-teasers sold on DigikalaCompany disclosedYear to 20 March 2026
939,608 items
Digikala annual report, year to 20 March 2026, chapter 'Our life and yours' · retrieved 2026-10-06retrieved 2026-10-06
Seller satisfaction with DigikalaCompany disclosedReported in the annual report for the year to 20 March 2025
63.55 per cent
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Average daily product searchesCompany disclosedYear to 19 March 2024
3.5 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellers, year-on-year changeCompany disclosedYear to 19 March 2024
up 36 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
New sellers joining in the yearCompany disclosedYear to 19 March 2024
110,524
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Local and indigenous product sellersCompany disclosedReported in the annual report for the year to 20 March 2023
6,765
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Product variety, year-on-year changeCompany disclosedYear to 19 March 2024
up 29 per cent, to 12.5 million items
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Daily searchesCompany disclosedYear to 20 March 2026
4.4 million
Digikala group annual report for the year to 20 March 2026
Growth in average price of goods sold, excluding the supermarketCompany disclosedYear to 20 March 2026
72 per cent
Digikala group annual report for the year to 20 March 2026
Growth in average price of goods sold, including the supermarketCompany disclosedYear to 20 March 2026
74 per cent
Digikala group annual report for the year to 20 March 2026
Daily visitorsCompany disclosedYear to 20 March 2026
5.6 million
Digikala group annual report for the year to 20 March 2026
Growth in average price of supermarket goodsCompany disclosedYear to 20 March 2026
55 per cent
Digikala group annual report for the year to 20 March 2026
Products available to findCompany disclosedYear to 20 March 2026
15.3 million
Digikala group annual report for the year to 20 March 2026
Cities and villages with sellersCompany disclosedYear to 20 March 2026
1,615
Digikala group annual report for the year to 20 March 2026
Full-time employeesCompany disclosedYear to 20 March 2026
9,700
Digikala group annual report for the year to 20 March 2026
Infrastructure centresCompany disclosedYear to 20 March 2026
959
Digikala group annual report for the year to 20 March 2026
Cities and villages with customersCompany disclosedYear to 20 March 2026
2,740
Digikala group annual report for the year to 20 March 2026
Daily processing capacityCompany disclosedYear to 20 March 2026
more than 1 million items
Digikala group annual report for the year to 20 March 2026
Growth in value of goods soldCompany disclosedYear to 20 March 2026
56 per cent
Digikala group annual report for the year to 20 March 2026
Gold bars and gold plaques purchases, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 53 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Gold jewellery purchases, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 7 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Matcha searches, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 243 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Matcha purchases, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 62 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Group employeesCompany disclosedYear to 19 March 2024
12,260
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Low making-charge gold jewellery purchases, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 15,900 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Melted gold purchases, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 324 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Infrastructure centresCompany disclosedYear to 19 March 2024
530
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Rechargeable fan searches, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 282 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Car battery purchases, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 283 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Low making-charge gold jewellery searches, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 9,762 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Cities and villages with customersCompany disclosedReported in the annual report for the year to 19 March 2024
2,265
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Gold jewellery searches, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 556 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
New sellers who joined during the yearCompany disclosedYear to 20 March 2025
47,442
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Plus subscribersCompany disclosedAt 20 March 2025
3.5 million, from 2.5 million a year earlier
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Items returned by customersCompany disclosedYear to 20 March 2025
2.48 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Product variety, year-on-year changeCompany disclosedYear to 20 March 2025
up 16 per cent, to 14.5 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellersCompany disclosedYear to 19 March 2024
418,727
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Dashcam purchases, change on the previous summerCompany disclosed22 June to 22 September 2025, compared with 21 June to 21 September 2024
Up 1,794 per cent
Digikala Ads summer report, 22 June to 22 September 2025 · retrieved 2026-10-06retrieved 2026-10-06
Sellers, year-on-year changeCompany disclosedYear to 20 March 2025
up 11.32 per cent
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Customers who made their first purchase in the yearCompany disclosedYear to 20 March 2025
2,337,977
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Orders shipped free to Plus subscribersCompany disclosedYear to 20 March 2025
7.5 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Customer calls answered by the contact centreCompany disclosedYear to 20 March 2025
6,495,609
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Daily iPhone sales, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
down 68 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Average daily orders, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
down 48.7 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Share of gold and silver in the basket, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
up 10 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Average basket value, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
down 0.6 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Order cancellation rate during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
28 per cent, a 33.3 per cent increase
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Return rateCompany disclosedYear to 20 March 2025
4.97 per cent
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Daily sales of electrical home appliances, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
down 61 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Daily sales of furniture, carpets and decor, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
down 51 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Sales of foreign rice, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 84 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Share of daily sales, medicine and food supplements, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
up 18.6 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Average shipping time during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it
5 days
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Sales of canned lentils, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 64 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Orders collected in person at pickup pointsCompany disclosedYear to 20 March 2025
1,806,379
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Share of daily sales, power banks, chargers and batteries, change during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
up 13 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Visits to the food group, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 20 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Searches for Labubu dolls, change after the warCompany disclosed27 June to 15 July 2025, against the war of 14 to 26 June 2025
up 3,200 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Average daily searches for 'gold' during the warCompany disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
4,782, 39 per cent more than before the war
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Visits to fashion and clothing, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
down 11 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Share of gold coins, change during the war (base not stated by the report)Company disclosedDuring the war of 28 February to 7 April 2026, against before the war; the report does not state the pre-war window
down 62 per cent
Digikala annual report for the year to 20 March 2026, chapter three: the war and the shopping basket, 2026 · retrieved 2026-10-06retrieved 2026-10-06
Visits to toys, children and baby, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 7 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Searches for game consoles, change after the warCompany disclosed27 June to 15 July 2025, against the war of 14 to 26 June 2025
up 852 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Visits to ADSL modems and routers, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 101 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Visits to canned fish, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 85 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Sales of hardware cryptocurrency wallets, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 218 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Sales of blood glucose test strips, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 296 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Sales of canned aubergine, change during the warCompany disclosedDuring the war of 14 to 26 June 2025 as the report dates it, against before the war; the report does not state the pre-war window
up 87 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Sales of game controllers, change after the warCompany disclosed27 June to 15 July 2025, against the war of 14 to 26 June 2025
up 102 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Sales of home console games, change after the warCompany disclosed27 June to 15 July 2025, against the war of 14 to 26 June 2025
up 93 per cent
Digikala Market Insight report on the June 2025 war, 2025 · retrieved 2026-10-06retrieved 2026-10-06
Daily processing capacityCompany disclosedReported in the annual report for the year to 20 March 2023
904 thousand items
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Share of order payments made onlineCompany disclosedYear to 20 March 2023
66.8 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellers, year-on-year changeCompany disclosedYear to 20 March 2022
up 63.6 per cent
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Provinces where group staff workCompany disclosedReported in the annual report for the year to 20 March 2022
24
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Infrastructure centresCompany disclosedReported in the annual report for the year to 20 March 2022
126
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Chief executiveCompany disclosedReported in the annual report for the year to 20 March 2022
Hamid Mohammadi
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Women's share of customersCompany disclosedReported in the annual report for the year to 20 March 2025
38 per cent (men 62 per cent)
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Customers outside TehranCompany disclosedReported in the annual report for the year to 20 March 2025
5.2 million
Digikala annual report, year to 20 March 2025 · retrieved 2026-10-06retrieved 2026-10-06
Average daily visitsCompany disclosedYear to 19 March 2024
5.5 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
In-person order pickup centresCompany disclosedYear to 19 March 2024
355
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Daily processing capacityCompany disclosedYear to 19 March 2024
1 million items
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Cities and villages with sellersCompany disclosedReported in the annual report for the year to 19 March 2024
1,614
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Net Promoter Score, average for the yearCompany disclosedYear to 19 March 2024
46
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Average sales per seller, year-on-year changeCompany disclosedYear to 19 March 2024
up 63.4 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Orders shipped to places outside TehranCompany disclosedYear to 19 March 2024
16.4 million
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Sellers' share of net merchandise valueCompany disclosedYear to 19 March 2024
68.35 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Digikala Ads advertising revenue, changeCompany disclosedYear to 19 March 2024
fourfold
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Share of order payments made onlineCompany disclosedYear to 19 March 2024
62 per cent
Digikala annual report for the year to 19 March 2024 · retrieved 2026-10-06retrieved 2026-10-06
Daily unique product searchesCompany disclosedYear to 20 March 2023
3.5 million
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Storage capacityCompany disclosedReported in the annual report for the year to 20 March 2023
7.2 million items
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
EmployeesCompany disclosedReported in the annual report for the year to 20 March 2023
8,199
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Satisfaction with Digikala Service after-sales repairsCompany disclosedYear to 20 March 2023
81.3 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Daily processing capacityCompany disclosedReported in the annual report for the year to 20 March 2022
more than 960,000 items a day
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Customer phone calls answered per dayCompany disclosedYear to 20 March 2023
20,802
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Monthly unique visitorsCompany disclosedReported in the annual report for the year to 20 March 2022
more than 39.5 million
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Iranian goods' share of items soldCompany disclosedYear to 20 March 2022
about 79 per cent
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Infrastructure centresCompany disclosedReported in the annual report for the year to 20 March 2023
530
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellersCompany disclosedYear to 20 March 2023
308,203
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Average annual sales per sellerCompany disclosedYear to 20 March 2023
360 million toman
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Product variety, year-on-year changeCompany disclosedYear to 20 March 2023
up 29 per cent, to 9.7 million items
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Product varietyCompany disclosedReported in the annual report for the year to 20 March 2022
more than 7.5 million items
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Share of net merchandise value bought on instalment creditCompany disclosed20 February to 20 March 2023, the last month of the year to 20 March 2023
17 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Average monthly sales per active marketplace sellerCompany disclosedYear to 20 March 2022
494 million rial
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Digiplus subscriptions purchasedCompany disclosedReported in the annual report for the year to 20 March 2022
835,980
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellers, year-on-year changeCompany disclosedYear to 20 March 2023
up more than 23.6 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Highest sales by a single sellerCompany disclosedYear to 20 March 2023
224 billion toman
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Orders delivered through Ganjeh lockersCompany disclosedYear to 20 March 2023
more than 48 thousand
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Group direct employeesCompany disclosedReported in the annual report for the year to 20 March 2022
more than 8,700
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Iranian brands selling on DigikalaCompany disclosedAt 20 March 2022
6,823
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Local and rural producers selling through the Boomi Mahalli programmeCompany disclosedReported in the annual report for the year to 20 March 2022
3,485
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Monthly unique visitorsCompany disclosedYear to 20 March 2023
41.5 million
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Share of customers subscribed to DigiplusCompany disclosedYear to 20 March 2023
19 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellersCompany disclosedReported in the annual report for the year to 20 March 2022
more than 249,000
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Net merchandise value, year-on-year changeCompany disclosedYear to 20 March 2022
up 49 per cent
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Orders placed by Digiplus membersCompany disclosedReported in the annual report for the year to 20 March 2022
more than 4.9 million
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
On-time delivery rateCompany disclosedYear to 20 March 2023
93.9 per cent
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Net sales, average annual growth over ten yearsCompany disclosedTen years to 20 March 2022
94 per cent a year
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Digiplus subscribers' total saving on delivery feesCompany disclosedYear to 20 March 2023
71.3 billion toman
Digikala annual report, year to 20 March 2023 · retrieved 2026-10-06retrieved 2026-10-06
Customer phone calls answered per dayCompany disclosedReported in the annual report for the year to 20 March 2022
19,285
Digikala annual report, year to 20 March 2022 · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staffCompany disclosedSix months to 22 September 2021
7,469
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staffCompany disclosedYear to 20 March 2021
6,421
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staff, change against the previous yearCompany disclosedSix months to 22 September 2021, against the year to 20 March 2021
up 16 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Contractors working in the Digikala groupCompany disclosedSix months to 22 September 2021
more than 2,000
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staff in operations, shareCompany disclosedSix months to 22 September 2021
80 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Women's share of Digikala staffCompany disclosedSix months to 22 September 2021
21 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Women's share of Digikala technology unit staffCompany disclosedSix months to 22 September 2021
29 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Distribution and after-sales centresCompany disclosedReported in the annual report for the year to 20 March 2021
55
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace share of book sales on DigikalaCompany disclosedYear to 20 March 2021
90 per cent
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Books sold, year-on-year changeCompany disclosedYear to 20 March 2021
up 447 per cent
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Businesses selling books on DigikalaCompany disclosedYear to 20 March 2021
935
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Books sold on Digikala in the monthCompany disclosedMonth to 22 September 2021
653,770
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staff in non-operations functions, shareCompany disclosedSix months to 22 September 2021
15 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala group staff in technology, shareCompany disclosedSix months to 22 September 2021
5 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala company staff in operationsCompany disclosedSix months to 22 September 2021
5,971
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Staff at other Digikala group companies, change against the previous yearCompany disclosedSix months to 22 September 2021, against the year to 20 March 2021
up 111 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala staff from the millennial generation, shareCompany disclosedSix months to 22 September 2021
66 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala staff based in TehranCompany disclosedSix months to 22 September 2021
6,846
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Women's share of Digikala staffCompany disclosedYear to 20 March 2021
16 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Hires into Digikala unitsCompany disclosedSix months to 22 September 2021
459
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Hires into Digikala units, changeCompany disclosedSix months to 22 September 2021, against the six months to 21 September 2020
up 185 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala company staff in technologyCompany disclosedSix months to 22 September 2021
282
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala company staff in non-operations unitsCompany disclosedSix months to 22 September 2021
812
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Average age of Digikala staffCompany disclosedSix months to 22 September 2021
30
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala staff from Generation Z, shareCompany disclosedSix months to 22 September 2021
28 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Women's share of Digikala managersCompany disclosedSix months to 22 September 2021
27 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Job applicants to Digikala technology and non-operations unitsCompany disclosedSix months to 22 September 2021
17,290
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Average time to fill a technology or non-operations roleCompany disclosedSix months to 22 September 2021
40 days
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Digikala non-operations and technology staff with a bachelor's degree or higher, shareCompany disclosedSix months to 22 September 2021
79 per cent
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Job titles across the Digikala groupCompany disclosedSix months to 22 September 2021
828
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
Hires into Digikala technology and non-operations unitsCompany disclosedSix months to 22 September 2021
381
Digikala human resources report, first half of the year to 20 March 2022 (six months to 22 September 2021) · retrieved 2026-10-06retrieved 2026-10-06
New items added to the catalogue in the yearCompany disclosedYear to 19 March 2020
1,153,000
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Monthly unique visitorsCompany disclosedReported in the annual report for the year to 20 March 2021
more than 30 million
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Product varietyCompany disclosedReported in the annual report for the year to 20 March 2021
more than 4.5 million items
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Average monthly sales per active marketplace sellerCompany disclosedYear to 20 March 2021
510 million rial
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Orders placed by Digiplus membersCompany disclosedReported in the annual report for the year to 20 March 2021
1,536,878
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Iranian goods' share of items soldCompany disclosedYear to 20 March 2021
about 78 per cent
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Books sold on DigikalaCompany disclosedYear to 20 March 2021
more than 3.9 million copies
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Net sales, average annual growth over eight yearsCompany disclosedEight years to 20 March 2021
107 per cent a year
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Customer phone calls answered per dayCompany disclosedYear to 20 March 2021
about 22 thousand on average
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Iranian brands selling on Digikala, year-on-year changeCompany disclosedYear to 20 March 2021
up 145 per cent
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Net merchandise value, year-on-year changeCompany disclosedYear to 20 March 2021
up 151 per cent, or 2.5 times
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Highest one-month sales by a single marketplace sellerCompany disclosed22 September to 21 October 2020
580 billion rial
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Concurrent users the platform can serveCompany disclosedReported in the annual report for the year to 20 March 2021
more than 300 thousand
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Book titles at the launch of the book categoryCompany disclosedAt 22 September 2014
3,770
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Businesses selling books on DigikalaCompany disclosedSix months to 22 September 2021
1,563
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Provinces where group staff workCompany disclosedReported in the annual report for the year to 20 March 2021
31
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellersCompany disclosedYear to 20 March 2021
152,406
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Iranian brands selling on DigikalaCompany disclosedAt 20 March 2021
6,156
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Books sold on Digikala in the monthCompany disclosedMonth to 20 April 2021
896,027
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Sellers using ship-by-sellerCompany disclosedReported in the annual report for the year to 20 March 2021
13,736
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Daily processing capacity of the Danesh fulfilment centreCompany disclosedReported in the annual report for the year to 20 March 2021
750 thousand items a day
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellers, year-on-year changeCompany disclosedYear to 20 March 2021
up 150 per cent
Digikala annual report, year to 20 March 2021 · retrieved 2026-10-06retrieved 2026-10-06
Books sold, average annual growthCompany disclosedFour years to 20 March 2021
144 per cent a year
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Book titles available on DigikalaCompany disclosedReported in the report for the six months to 22 September 2021
more than 189,000
Digikala and books report, year to 20 March 2021 and six months to 22 September 2021 · retrieved 2026-10-06retrieved 2026-10-06
Monthly unique visitorsCompany disclosedYear to 19 March 2020
26 million
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Product variety, total listed itemsCompany disclosedReported in the annual report for the year to 19 March 2020
2,238,287
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Iranian businesses selling on the marketplaceCompany disclosedReported in the annual report for the year to 19 March 2020
more than 61,000
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Average order valueCompany disclosedReported in the annual report for the year to 19 March 2020
496 thousand toman
Digikala annual report, year to 19 March 2020 · retrieved 2026-10-06retrieved 2026-10-06
Marketplace sellers: 308,203 in FY2022-23, from 249,333 the year before, and 466,169 in FY2024-25 (FY2024-25 annual report). The company reports 23.6 per cent growth in FY2022-23. The FY2022-23 report prints the series from FY2017-18: 5,728, 21,030, 60,014, 152,406, 249,333, 308,203.
Brand to operator, stated by the company itselfCompany disclosed
The company's own page names شرکت نوآوران فن آوازه (فروشگاه آنلاین دیجیکالا) as the operator behind the brand. The passage is quoted verbatim in the source passage.
More than 34 million packages delivered nationally in the year, with a peak day of close to 150,000. An average of roughly 93,000 a day is the annual figure divided by 365, not a figure the source prints.
Independent measurement of the market it is a share ofOfficial recordYear to 20 March 2025
The Tehran E-Commerce Association puts total Iranian retail spending at 1,648.6 thousand billion toman for the year to 20 March 2025, against 1,219.2 the year before, and online retail at 4.8 percent of that, or 5.6 percent excluding gold. Digikala's own annual report for the same year states that online retail is 6.4 percent of total Iranian retail. Digikala's figure is about a third higher than the association's (6.4 against 4.8), and neither publishes a reconciliation.
Tehran E-Commerce Association (انجمن تجارت الکترونیک تهران), Iran E-Commerce Report (گزارش تجارت الکترونیک ایران), executive summary page 5; 91 pages, produced 24 August 2026 · retrieved 2026-09-12retrieved 2026-09-12
GMV +71 per cent and orders +30 per cent in FY2024-25. The FY2021-22 figure of +49 per cent is not reproducible from a readable source.
Annual reportretrieved 2026-07-09
Share of the market Digikala says it cannot sell intoFounder disclosure2026
The CEO says roughly 30 per cent of the market is closed to Digikala because goods sold there are labelled contraband (قاچاق). This is a market-access constraint the company describes, not an estimate of Digikala's share of e-commerce.
8,199 employees in FY2022-23 and 10,510 in FY2024-25, both as published by the company.
Annual reportretrieved 2026-07-09
The other online channel, for scaleOfficial recordYear to 20 March 2025
The same study sizes the Instagram shop economy at about 89 thousand billion toman for the year to 20 March 2025, from a survey of about 130,000 active shops, and calls it comparable to the sales of the country's large e-commerce platforms. Fashion and apparel alone is about 24.1 thousand billion toman there, which the report puts at roughly five times what online retail platforms sell in that category.
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, as listed on the group's English structure page (11)Company disclosedAs published on the group's English structure page; copy fetched 26 September 2026
Digikala (general merchandise online store) · Fidibo · Digipay · Komoda (social buying and selling platform) · Smartech · Diginext (innovation and investment centre) · Digify · Digiexpress · Pindo · Ganje · Optime (AI routing optimisation). The group states that it owns all the shares of the Digikala online store (Novaran Fan Awazah) and all or part of the shares of seven of the others: Fidibo, Diginext, Smartech, Digipay, Digify, Komoda and Pindo.
Two third-party anchors that are not comparable with each other (different dates, currencies and methods): the MCI ~40% purchase (mid-2024) implied ≈ $441M; Pomegranate's total Digikala fair value of €65.9M at 30 April 2025, against the 11.7% the report presents (9.4% look-through plus 2.3% direct), implies ≈ €563M.
Zoomit valuation analysis; Pomegranate Investment published portfolio mark · retrieved 2026-07-08retrieved 2026-07-08
Public listing: admitted to the Tehran Stock Exchange, not yet offeredOfficial recordAdmitted 8 January 2025; no offering as of 3 September 2026
Admitted, not listed. On 8 January 2025 the Tehran Stock Exchange's securities admission board approved the admission of Digikala E-Commerce Group's shares, and the exchange announced it the same evening. Admission is the first step; the company must then be registered as an issuer, valued and have its symbol listed before an initial offering. As of 3 September 2026 Digikala does not appear on Codal's issuer list and no symbol has been listed. The exchange chief executive, Mahmoud Goodarzi, restated the admission on 31 August 2026 and said an offering would follow if valuation met capital-market standards.
Shareholder-reported growth (March 2024 to March 2025)Third-party reportedIranian financial year to 20 March 2025
Net merchandise value grew 71%, 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. The same report's management letter gives the net merchandise value growth as 69 percent. Reported by a listed minority shareholder in its audited annual report.
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.
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. The same report still presents, as at 30 April 2025, a 9.4% look-through interest and a EUR 13.0M direct-stake fair value for Digikala, footnoted as exited for a deferred purchase price.
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Registered entity
Legal entityNoavaran Fanavazeh
Entity typeoperating
StatusActive
Registered22 January 2013
Registered capital6.41 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 FY2024-25 (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.
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 →
Registry check on Digikala: legal entity, capital, board and managing director from the Official Gazette. USD 750, three working days. Full dossier with audited figures, competitors and risks: USD 3,000, five working days.
