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Companies›Digikala

Digikala

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

Iran's largest e-commerce marketplace, founded 2006 by the Mohammadi brothers. Tehran Index record: headquartered in Tehran, part of Digikala Group.

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SnapshotMetricsSeriesBusinessLeadershipGroupOwnershipCompetitorsEvidenceTimelineGapsSources
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
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 value of goods soldYear to 20 March 2026Company disclosed
56 per cent
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
Daily searchesYear to 20 March 2026Company disclosed
4.4 million
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
Infrastructure centresYear to 20 March 2026Company disclosed
959
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
Active sellers at year endYear to 20 March 2026Company disclosed
426,865
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
Products available to findYear to 20 March 2026Company disclosed
15.3 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
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 goods sold, including the supermarketYear to 20 March 2026Company disclosed
74 per cent
Digikala group annual report for the year to 20 March 2026
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 text stream returns this page's three figures interleaved with three captions, and read in that order 5.6 attaches to market share. It does not: 5.6 is the daily visitor count, two columns to the left. Paired by coordinate.
Marketplace sellersFY2017-18 → FY2024-25Company disclosed
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. CORRECTED 2026-09-20 (GZ-6): the opening value had been rounded up to "250,000+" past the printed 249,333 and is now given as printed. The earlier years were at first reported as not reproducible because the report microsite is image-only; that was a method failure, since the same page offers the FY2022-23 report as a PDF with a full text layer, and the series is read from it. Tidied 2026-09-25 on the dossier second read: the note still called the earlier values unreproducible, and the value called a list ending in FY2022-23 the full series. Corrected 2026-09-29: the passage quoted only the FY2022-23 report, so 466,169, the latest figure in the value, was not in it. The passage is now the FY2024-25 annual report's own words (printed pages 149 and 17), read in the held PDF and on the rendered pages; 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. The value was already right and is unchanged.
Daily trafficFY2024-25Company disclosed
5.5M average daily visitors · 4.4M average daily product searches
Annual reportCompany statementWording corrected 2026-09-25 on the dossier second read: "visits" changed to "visitors", which is what the report prints (بازدیدکننده).
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. We hold the press report of the audited statements, not the filing itself, hence third-party reported, not official record. 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.
Online-store revenue growthFY2024-25Company disclosed
+90% YoY (GMV +71%, orders +30%)
Annual reportCompany statementReported independently by DMBoard, Peivast, Zoomit and Digiato from the same report.
Share of Iran online 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, on this record) is not a share estimate: it is the portion of the market he says Digikala cannot sell into because the goods are labelled contraband. Wording corrected 2026-09-25: this note had kept the earlier reading of that statement as a market-share figure after the statement itself was corrected on 20 September.
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.
Last-mile scale (DigiExpress)FY2024-25Company disclosed
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 this desk dividing the annual figure by 365, not a figure the source prints.
Annual reportExecutive interviewCorrected 2026-07-12: previously recorded as about 100,000 packages a day in Tehran, from a spoken interview, which was a scope error. CORRECTED 2026-09-20 (GZ-6): the row had presented a daily average, a Tehran split and an on-time rate as if all came from the cited article, which prints only the 34 million total and the peak of close to 150,000. The daily average is now labelled as the desk's derivation (34 million divided by 365); the Tehran split and the on-time rate are removed until a source states them. Tidied 2026-09-25 on the dossier second read: earlier sentences in this note still described the removed on-time rate as reported.
Product variety (SKUs)FY2021-22 → FY2024-25Company disclosed
7.5M+ → 9.7M → 12.5M → 14.5M
Annual reportRoughly 1.9× in three years. GZ-6 passage check: the full series appears in the chart; body text reads «با رشد ۱۶ درصدی نسبت به سال ۱۴۰۲ به ۱۴.۵ میلیون رسیده است».
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 in the report and confirmed by rendering page 5 and reading it as an image, because the Persian text layer reverses numerals. 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. CORRECTED 2026-09-26: the value said the two measurements "differ by about a third" without saying a third of which; it is a third of the association's 4.8 percent (the gap is a quarter of Digikala's 6.4). Figures unchanged.
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. CORRECTED 2026-09-20 (GZ-6). 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. CORRECTED 2026-09-20 (GZ-6): the FY2022-23 figure is verified from the 1401 report PDF, which has a text layer; the FY2021-22 and FY2023-24 values previously in this series are unverified and are no longer asserted. Wording corrected 2026-09-25 on the dossier second read: the note previously called the two figures non-monotonic, which they are not. Corrected 2026-09-29: the passage held only the FY2022-23 figure, so 10,510 was not in it. The passage is now the FY2024-25 annual report's own words (printed pages 207 and 17), read in the held PDF and on the rendered pages; 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 value is unchanged.
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 2026-09-12Carried on this record because any share-of-e-commerce figure depends on whether social commerce is inside the denominator, and the desk 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 the desk's and is not printed by the report. CORRECTED 2026-09-26: the note said that until this study nobody had measured the Instagram shop economy, a claim about all prior work that neither the report nor the desk supports; it now says only that the desk holds no earlier measurement.
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. Tidied 2026-09-25 on the dossier second read: the value carried malformed period tags ("FY2021-22-01", "FY2023-24-03") that placed the 5.5M daily figure in FY2023-24; the FY2024-25 report prints it on page 17 (see Daily traffic).
Geographic reachFY2024-25Company disclosed
Sellers in 1,615 cities and villages; customers in 2,279
Annual report
Balance-sheet items (group)FY2024-25Third-party reported
Current liabilities 12,485B toman · non-current assets ≈5,001B toman
Financial filingThe only public balance-sheet detail for the group. Not a full statement: no cash, receivables or equity line is disclosed.
Half-year comparison (group)FY2024-25Third-party reported
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. Corrected 2026-09-27: the note said 69 appeared only as a year-to-date pull-quote; the management letter gives 69 percent for the year.
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. Corrected 2026-09-07 on second read (was "39.9 percent" and "the same year").
Metric series, change over time
Marketplace sellers
FY2021-22250,000+
FY2022-23308,000
FY2023-24418,727
FY2024-25466,169
FY2025-26≈ 550,000
Digikala annual reports (official series) ↗ · Saeid Mohammadi (co-founder), on-record video interview ↗
Registered capital (Digikala.com opco) · operating entity
2013-01100M rial (founding)
2015-12126.4B rial
2019-034,135B rial
2023-033,101.25B rial
2025-016,410.25B rial
Official corporate registry records
Employees
FY2021-22~10,000
FY2022-238,199
FY2023-2412,260
FY2024-2510,510
Digikala annual reports (official series) ↗
Product variety (SKUs)
FY2021-227.5M+
FY2022-239.7M
FY2023-2412.5M
FY2024-2514.5M
Digikala annual reports (official series) ↗
Registered capital (group entity) · group entity
2018-06100M rial (founding)
2023-118,550B rial
2024-079,287B rial
Official corporate registry records

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

Business model & group
Business modelDurableCompany disclosed
Marketplace-led e-commerce group: third-party marketplace plus first-party retail, with logistics, fintech, adtech, cloud and content arms
Annual reportRetail-only 2006-2016 (120,000 SKUs); marketplace since 1395 (2016). Group holding: legal entity registered June 2018 (registry); holding became OPERATIONAL July 2021 (1400) per the group's own structure page, supersedes the earlier "~2020" note from the founder interview.
Group companies, 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 2026-09-26Corrected 2026-09-29. The value named ten companies and left Komoda out, on a desk determination that Komoda had left the group. The page cited lists eleven and names Komoda twice, and no source for an exit is on the record, so Komoda is restored and the exit claim is withdrawn. The note also carried a filtering-order claim and an investment history with no source on the record; both are removed. The value said the group holds shares in each company; the page says all of Digikala and all or part of seven named businesses, and the value now says only that. 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 from this desk on 29 September 2026). Both lists are shown rather than reconciled by assumption.
Fidibo catalogue (content arm)FY2024-25Company disclosed
81,000 e-books + 16,000 audiobooks
Annual report
Digikala.com service lines (per the group's English structure page)Group structure page, retrieved 2026-07-11Company disclosed
Digikala Jet (q-commerce) · Digistyle (fashion) · Magnet (product reviews) · Digikala Business (B2B) · Digikala Mag & Content Factory · Digiplus (subscription) · Digicloud · local-business empowerment project
Digikala Group corporate site ↗ · retrieved 2026-07-11Explicitly described by the group as core SERVICES of the largest operating company, distinct from the group companies. UPDATED 2026-09-26: the label said "not separate companies" as a fact. That is the English structure page's classification. The group's Persian company list treats Digikala Jet as its own entry (see the group companies row), so for Digikala Jet the group's two lists disagree and the record shows both.
Fulfilment footprintFY2024-25Company disclosed
959 infrastructure centres · 731 in-person pickup points · ~1M items/day processing capacity
Annual reportCompany statement
DigiExpress legal entity2026Company disclosed
Noavaran Haml o Naghl Chabok Iranian Co., the group's in-house logistics arm (founded 2020; 500+ staff)
IranTalent company profile ↗ · retrieved 2026-07-11Registry-grade name for entity resolution.
Logistics network (DigiExpress)FY2024-25Company disclosed
59 distribution centres · 251 parcel lockers (2M+ packages collected) · 54.6M km driven · ~2,500 staff
Annual reportLocker daily processing capacity grew 239% year on year. 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
Operating revenue 1,163B toman · net profit 25B toman · gross margin 75%
Financial filingRevenue 2.4x in one year (237B → 494B → 1,163B toman). But G&A went 82B → 316B → 776B, so net profit is only 25B after a 2B loss the year before. In both years G&A grew faster than revenue. FX: no dollar conversion is published for this record. A historical flow is converted only at a rate for its own period, and the desk holds no rate for the year ended 21 December 2025. An earlier version of this record converted it at a rate from a later period; corrected 2026-08-30 on external audit. The toman figures are the reliable read and stand unchanged.
Digipay revenue trajectory (Codal)Years ended 21 December 2023, 20 December 2024 and 21 December 2025Third-party reported
237B → 494B → 1,163B toman · G&A 82B → 316B → 776B · net 71B → (2B) → 25B
Financial filingCodal does not disclose the cost breakdown, so the quality of the profit for the year ended 21 December 2025 cannot be judged from the filing alone. Stated, not modelled. CORRECTED 2026-09-26: the period read "FY2023-24 → FY2025-26", the desk's label for years running March to March, while 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. Fact 187 already carried the December year-end; the two rows now agree. The figures are unchanged and were re-read against the source on 2026-09-26. Open: 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. The desk does not hold the Codal filing and has not reconciled the two year-ends.
Strategy for the year from March 2025Year from 21 March 2025Third-party reported
Three stated priorities for the year: strengthening the core business, innovating the business model, and what the group calls phygitalisation, meaning combining online services such as e-commerce, digital payments and recommendation systems with physical infrastructure including warehouses, delivery logistics and offline service counters. A dedicated artificial intelligence transformation programme was launched in the same period.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13Company strategy as described by a shareholder, not a Tehran Index assessment.
Leadership
Co-foundersDurableCompany disclosed
Hamid Mohammadi & Saeid Mohammadi. Saeid: co-founder & Group CEO (since Sep 2023). Hamid: co-founder & Vice Chairman (since Oct 2024; Chairman 2022 to 24; also Chairman, MyDigipay board since 2018)
Annual reportShareholder reportCORRECTED 2026-07-11: previously read "Saeed: co-founder & chairman", the chairman label came from a secondary gloss, not the source. Role structure per the executives' own current profiles. [2026-09-16, census tranche 1: restated as an attributed statement. What this row asserts is that the named speaker said this, on the named date, at the named timestamp, which is testable by opening the source. It is not a company-published or audited figure. A verbatim passage is not held: YouTube serves no caption track to the desk, so transcription remains open as followup 56.]
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)
Masoud Tabatabaei (CEO, Digikala.com), speaking on the Tabaghe 16 programme, EP 199, published 03 Jul 2026. Statement attributed to the speaker; not an audited or company-published figure. ↗ · retrieved 2026-07-07CORRECTED 2026-07-11: previously listed Masoud Tabatabaei as Group CEO. Tabatabaei is CEO of Digikala.com, the operating company, see next row. [2026-09-16, census tranche 1: restated as an attributed statement. What this row asserts is that the named speaker said this, on the named date, at the named timestamp, which is testable by opening the source. It is not a company-published or audited figure. A verbatim passage is not held: YouTube serves no caption track to the desk, so transcription remains open as followup 56.]
CEO, Digikala.com (operating company)CurrentCompany disclosed
Masoud Tabatabaei (since Apr 2023; ex-CEO Snapp Express 2020 to 23, ex-CEO Alibaba Travels 2018 to 20)
Masoud Tabatabaei (CEO, Digikala.com), speaking on the Tabaghe 16 programme, EP 199, published 03 Jul 2026. Statement attributed to the speaker; not an audited or company-published figure. ↗ · retrieved 2026-07-11Operating-company CEO, distinct from the Group CEO (Saeid Mohammadi). [2026-09-16, census tranche 1: restated as an attributed statement. What this row asserts is that the named speaker said this, on the named date, at the named timestamp, which is testable by opening the source. It is not a company-published or audited figure. A verbatim passage is not held: YouTube serves no caption track to the desk, so transcription remains open as followup 56.]
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. OPEN ITEM: affiliation of Asman Value Management not independently established, whether MCI-linked entities hold 2 or 3 of 5 seats is unverified; the CEO said on record (2026-07-04 interview) that MCI holds 2 of 5.
Digikala.com board (registry)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
Digipay: Omid Torabi · Fidibo: Amir Behdani · DigiExpress: Alishad Eetezadi · Ganje: Parham Kazemi (co-founder)
Digikala group leadership page, about.digikala.com (this is the linked source). Corroborated but NOT linked here: LinkedIn, IranTalent. ↗ · retrieved 2026-09-26Titles as the group's own leadership page gives them. Corrected 2026-09-27: the fact named Arian Bagheri for Ganje; the page lists Parham Kazemi as co-founder and CEO of Ganje, and Bagheri does not appear on it.
Corporate family
Digikala Group
DigiExpressLogisticsDigifySaaSDigikala JetE-commerceDiginextAcceleratorsDigipayFintechDigistyleE-commerceFidiboMediaGanjehLogisticsMiareMobilityOptimeAIPindoE-commerceSmartechSaaS

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

Ownership & capital
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 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. GZ-6 passage check: article dated 6 November 2022, which is why this row is period-labelled 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 reportCorrected 2026-07-12: previously recorded as "3IC", the investor is IIIC (International Internet Investment Cooperatief U.A.). The transcription error survived because the fact rested on a spoken interview alone.
Valuation anchors2024-2025Third-party reported
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 recorded, neither verified. Corrected 2026-09-07 on second read: previously "11.3% mark (€65.9M) implies ≈ $632M", a percentage the report does not print and a dollar figure with no stated EUR/USD rate or date; restated in euros from the report's own 9.4 and 2.3 percent (Annual Report 2024/25, page 19). No dollar figure is given until the desk fixes a rate for 30 April 2025 under the period-rate rule.
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 interviewREPLACED 3 September 2026 (ledger item 8). The prior entry, from a co-founder interview, said no IPO application had completed; that was overtaken by the admission board decision of 8 January 2025. Trade press (Peivast, 9 January 2025, 9 January 2025) adds that ten subsidiaries were admitted alongside the parent, naming Novaran Fan Avazeh (Digikala), Novaran Pardakht Majazi Iranian (Digipay), Atlas Ertebat Raman (Smartech), Novaran Haml o Naghl Chabok Iranian (Digiexpress), Afarinesh Ketab Electronic Firouzan (Fidibo), Rahkar Afarinan Tejarat Ejtemaei (Digify), Pishgaman Tejarat Pardaz Farda (Pindo), Soleh Noavari Fanavaran Ayandeh (Diginext), Ganj Negahdaran Javan Hooshmand (Ganjeh) and Novaran Hooshmand Rah Farda (Uptime); the exchange release names only the group, so the subsidiary list is held at trade-press grade. Codal issuer list checked 3 September 2026 via search.codal.ir/api/search/v1/companies: no match on Digikala, Fan Avazeh or any of the ten names. GZ-6 passage check: 8 January 2025 is 8 January 2025, and 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. Corrected 2026-09-07 on second read: the earlier text said the 9.4 percent was the interest "before that exit"; the report presents it 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)
Pomegranate Investment AB (publ), annual reports to 30 April 2023 and 30 April 2024 ↗ · retrieved 2026-09-02Pomegranate owned 28.72% of IIIC at 30 April 2024, with vested SAR shares in IIIC of a further 0.24%, and the report prints its IIIC see-through ownership of Digikala as 9.5%. Corrected 2026-09-27: the note gave the IIIC holding as 28.62% and derived the 9.5% by combining it with a 2021 reading, where the report prints both figures itself; a sentence dating the direct stake's purchase rested on a report not held and is removed.
Competitive set
Competitive setCurrentTI derived
Basalam (social marketplace) · Torob (price discovery) · Technolife (electronics) · Okala (grocery) · SnappMarket / Snapp Shop (group rival)
Registry recordDerived from the tracked-entity registry, not a market study.
Evidence timeline, how this record was built
2026-07-11Company statementDigikala Group corporate structure page ↗3 records
2026-07-11Registry documentCorporate registry records, Digikala group + operating entities11 records
2026-07-10Executive interviewExecutive interview, Saeid Mohammadi (Digikala Group) ↗, Saeid Mohammadi12 records
2026-07-04Executive interviewExecutive interview, Masoud Tabatabaei (Digikala.com) ↗, Masoud Tabatabaei8 records
2026-07-01Exchange filingDigipay FY1402-FY1404 financials on Codal, reported by Digiato ↗7 records
2025-10-12Annual reportDigiExpress FY1403 performance report (group logistics arm), reported by Zoomit ↗10 records
2025-09-07Annual reportDigikala annual report FY1403, operating and marketplace figures ↗9 records
2025-09-07Company statementTrade-press read-through of the FY1403 annual report ↗6 records
2025-05-29Exchange filingDigikala Group FY1403 audited financial statements (as reported) ↗6 records
2023-07-01Annual reportDigipay annual report FY1401 (third edition) ↗9 records
2022-11-06Shareholder reportDigikala Group shareholding structure (company disclosure, reported by Zoomit) ↗8 records
Date pendingExecutive interviewExecutive interview, Arian Bagheri (Ganje) ↗
Date pendingAnnual reportDigikala annual reports (official series) ↗5 records

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

Signals & timeline, Digikala mentions
2026-09-30Digikala reports rise in digital gold and installment payments2026-09-30Digikala annual report shows 91.5% growth in digital goods sales2026-09-29Digital gold was Digikala's second best-selling product in the year to March 20262026-09-28Digikala Marketplace turns 10, launches AI tools for sellers2026-09-26Digikala BazarGah Hits 10 Years with 426K Sellers2026-09-26Digikala nears half a million active sellers after a decade2026-09-25Digikala to open fully robotic processing center by March 20282026-09-25Digikala plans AI agents to transform online shopping

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 on the metrics tab come from that reporting. We hold the report, not the filing. The company itself publishes operating KPIs and growth rates only.
Absolute platform GMV / Digikala.com revenue (toman)Not disclosed
Group operating revenue and net profit closed via the reported FY2024-25 statements (metrics tab). Platform GMV in toman remains undisclosed. The founder gave a USD NMV estimate, shown on the snapshot and labelled as a founder statement.
Per-subsidiary financialsCoverage pending
Digipay has a separate profile; other group arms are not yet covered at depth.
Annual report FY2025-26Not disclosed
Recheck monthly; when it opens, the FY2025-26 series on this record can be extended.

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
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 value of goods soldCompany disclosedYear to 20 March 2026
56 per cent
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
Daily searchesCompany disclosedYear to 20 March 2026
4.4 million
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
Infrastructure centresCompany disclosedYear to 20 March 2026
959
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
Active sellers at year endCompany disclosedYear to 20 March 2026
426,865
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
Products available to findCompany disclosedYear to 20 March 2026
15.3 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
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 goods sold, including the supermarketCompany disclosedYear to 20 March 2026
74 per cent
Digikala group annual report for the year to 20 March 2026
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
Marketplace sellersFounder disclosureFY2025-26
≈ 550,000
Annual reportCompany statementExecutive interviewretrieved 2026-07-10
Marketplace sellersCompany disclosedFY2017-18 → FY2024-25
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 reportretrieved 2026-07-09
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 source_passage.
digikala.com (company website) ↗ · retrieved 2026-09-17retrieved 2026-09-17
Product varietyFounder disclosureFY2025-26
≈ 15M SKUs
Annual reportCompany statementExecutive interviewretrieved 2026-07-10
Daily trafficCompany disclosedFY2024-25
5.5M average daily visitors · 4.4M average daily product searches
Annual reportCompany statementretrieved 2026-07-12
Group operating revenueThird-party reportedFY2024-25
30,423B toman (≈$435M at the FY2024-25 average of ~70,000 toman/$)
Financial filingretrieved 2026-07-12
Online-store revenue growthCompany disclosedFY2024-25
+90% YoY (GMV +71%, orders +30%)
Annual reportCompany statementretrieved 2026-07-12
Share of Iran online retailCompany disclosedFY2024-25
28% of online retail, which is itself 6.4% of total Iranian retail
Annual reportCompany statementretrieved 2026-07-12
Group net profitThird-party reportedFY2024-25
538.9B toman (≈$7.7M at the FY2024-25 average of ~70,000 toman/$)
Financial filingretrieved 2026-07-12
Group staffFounder disclosureFY2025-26
≈ 10,000 direct staff across the group
Annual reportExecutive interviewretrieved 2026-07-10
Registered capitalOfficial recordCurrent registry record
6,410,250,000,000 IRR
Registry recordretrieved 2026-06-23
Last-mile scale (DigiExpress)Company disclosedFY2024-25
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 this desk dividing the annual figure by 365, not a figure the source prints.
Annual reportExecutive interviewretrieved 2026-07-12
Product variety (SKUs)Company disclosedFY2021-22 → FY2024-25
7.5M+ → 9.7M → 12.5M → 14.5M
Annual reportretrieved 2026-07-09
NMV (net merchandise value)Founder disclosureFY2025-26
≈ $1.2 to 1.3B / year
Annual reportFinancial filingExecutive interviewretrieved 2026-07-10
Monthly active usersFounder disclosureFY2025-26
40 to 45M (10 to 11M active customers)
Annual reportExecutive interviewretrieved 2026-07-10
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 growthCompany disclosedFY2021-22, FY2024-25
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.
Annual reportExecutive interviewretrieved 2026-07-07
EmployeesCompany disclosedFY2022-23 and FY2024-25
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.
Tehran E-Commerce Association, Iran E-Commerce Report, executive summary page 6 · retrieved 2026-09-12retrieved 2026-09-12
VisitorsCompany disclosedFY2021-22 → FY2024-25
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 reportretrieved 2026-07-09
All-time capital raisedFounder disclosureTo 2025
≈ $130M (of which $100M is the documented 2016 IIIC round)
Executive interviewShareholder reportretrieved 2026-07-12
Geographic reachCompany disclosedFY2024-25
Sellers in 1,615 cities and villages; customers in 2,279
Annual reportretrieved 2026-07-09
Business modelCompany disclosedDurable
Marketplace-led e-commerce group: third-party marketplace plus first-party retail, with logistics, fintech, adtech, cloud and content arms
Annual reportretrieved 2026-07-09
Group companies, 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.
Digikala Group corporate site (about.digikala.com/en/digikala-group) ↗ · retrieved 2026-09-26retrieved 2026-09-26
Fidibo catalogue (content arm)Company disclosedFY2024-25
81,000 e-books + 16,000 audiobooks
Annual reportretrieved 2026-07-09
Digikala.com service lines (per the group's English structure page)Company disclosedGroup structure page, retrieved 2026-07-11
Digikala Jet (q-commerce) · Digistyle (fashion) · Magnet (product reviews) · Digikala Business (B2B) · Digikala Mag & Content Factory · Digiplus (subscription) · Digicloud · local-business empowerment project
Digikala Group corporate site ↗ · retrieved 2026-07-11retrieved 2026-07-11
Fulfilment footprintCompany disclosedFY2024-25
959 infrastructure centres · 731 in-person pickup points · ~1M items/day processing capacity
Annual reportCompany statementretrieved 2026-07-12
DigiExpress legal entityCompany disclosed2026
Noavaran Haml o Naghl Chabok Iranian Co., the group's in-house logistics arm (founded 2020; 500+ staff)
IranTalent company profile ↗ · retrieved 2026-07-11retrieved 2026-07-11
Balance-sheet items (group)Third-party reportedFY2024-25
Current liabilities 12,485B toman · non-current assets ≈5,001B toman
Financial filingretrieved 2026-07-12
Half-year comparison (group)Third-party reportedFY2024-25
H2 operating revenue +23% on H1, while net profit fell 32%
Financial filingretrieved 2026-07-12
Average seller salesCompany disclosedFY2022-23 → FY2024-25
360M → 588M → 831M toman per seller per year
Annual reportretrieved 2026-07-13
Logistics network (DigiExpress)Company disclosedFY2024-25
59 distribution centres · 251 parcel lockers (2M+ packages collected) · 54.6M km driven · ~2,500 staff
Annual reportretrieved 2026-07-12
Digipay financials (group fintech, Codal)Third-party reportedyear ended 21 December 2025
Operating revenue 1,163B toman · net profit 25B toman · gross margin 75%
Financial filingretrieved 2026-07-12
Digipay revenue trajectory (Codal)Third-party reportedYears ended 21 December 2023, 20 December 2024 and 21 December 2025
237B → 494B → 1,163B toman · G&A 82B → 316B → 776B · net 71B → (2B) → 25B
Financial filingretrieved 2026-07-12
Co-foundersCompany disclosedDurable
Hamid Mohammadi & Saeid Mohammadi. Saeid: co-founder & Group CEO (since Sep 2023). Hamid: co-founder & Vice Chairman (since Oct 2024; Chairman 2022 to 24; also Chairman, MyDigipay board since 2018)
Annual reportShareholder reportretrieved 2026-07-10
Group CEOCompany disclosedCurrent
Saeid Mohammadi (co-founder; Co-Founder & CEO, Digikala E-Commerce Group since Sep 2023; previously co-founder & CEO of Digikala.com 2007 to 2023)
Masoud Tabatabaei (CEO, Digikala.com), speaking on the Tabaghe 16 programme, EP 199, published 03 Jul 2026. Statement attributed to the speaker; not an audited or company-published figure. ↗ · retrieved 2026-07-07retrieved 2026-07-07
CEO, Digikala.com (operating company)Company disclosedCurrent
Masoud Tabatabaei (since Apr 2023; ex-CEO Snapp Express 2020 to 23, ex-CEO Alibaba Travels 2018 to 20)
Masoud Tabatabaei (CEO, Digikala.com), speaking on the Tabaghe 16 programme, EP 199, published 03 Jul 2026. Statement attributed to the speaker; not an audited or company-published figure. ↗ · retrieved 2026-07-11retrieved 2026-07-11
Group board (registry)Official recordElected 9 September 2024, recorded 9 October 2024
Chairman: Mohammad-Mahdi Abbaskhani (representative of Harekat-e Aval) · Vice Chairman: Hamid Mohammadi · CEO: Saeid Mohammadi · Corporate members: MCI / Hamrah-e Aval (rep. S.A. Nourbakhsh) and Asman Value Management (rep. A. Fayyazbakhsh) · Term runs to 10 September 2026 (~Sep 2026)
Registry recordretrieved 2026-07-11
Digikala.com board (registry)Official recordRecorded from 20 August 2025
Chairman: Saeid Mohammadi · Vice Chairman: Hamid Mohammadi · CEO: Seyed Masoud Tabatabaei Asl · Members: S.Y. Dibaji Forushani, A. Fayyazbakhsh, M. Darjazi Dolagh
Registry recordretrieved 2026-07-11
Group company leaders (public)Company disclosedGroup leadership page, fetched 26 September 2026
Digipay: Omid Torabi · Fidibo: Amir Behdani · DigiExpress: Alishad Eetezadi · Ganje: Parham Kazemi (co-founder)
Digikala group leadership page, about.digikala.com (this is the linked source). Corroborated but NOT linked here: LinkedIn, IranTalent. ↗ · retrieved 2026-09-26retrieved 2026-09-26
Shareholder structureCompany disclosedAs disclosed 2022; pre-dates the 2024 MCI transaction
Co-founders (Hamid + Saeid Mohammadi) >33% · IIIC 32.67% · Sarava Pars 25.64% · ESOP 4.46% · others >4% (Lilian Mod Tejarat, Bazaar-e Ati Ara, Pomegranate Investment AB, Kia Asa Tejarat Toos, Pars Gostar Dina)
Shareholder reportretrieved 2026-07-12
Funding historyCompany disclosedDurable
Bootstrapped to 2012 → Sarava Pars (2012) → IIIC, $100M (2016, first foreign capital, FIPPA licence) → MCI / Hamrah-e Aval (2024)
Executive interviewShareholder reportretrieved 2026-07-12
Valuation anchorsThird-party reported2024-2025
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.
Executive interviewretrieved 2026-09-03
Competitive setTI derivedCurrent
Basalam (social marketplace) · Torob (price discovery) · Technolife (electronics) · Okala (grocery) · SnappMarket / Snapp Shop (group rival)
Registry recordretrieved 2026-07-10
Shareholder-reported growth (March 2024 to March 2025)Third-party reportedIranian financial year to 20 March 2025
Net merchandise value grew 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 2026-08-13retrieved 2026-08-13
Strategy for the year from March 2025Third-party reportedYear from 21 March 2025
Three stated priorities for the year: strengthening the core business, innovating the business model, and what the group calls phygitalisation, meaning combining online services such as e-commerce, digital payments and recommendation systems with physical infrastructure including warehouses, delivery logistics and offline service counters. A dedicated artificial intelligence transformation programme was launched in the same period.
Pomegranate Investment AB (publ), audited Annual Report 2024/25 ↗ · retrieved 2026-08-13retrieved 2026-08-13
Foreign shareholders exited to a local vehicle (August 2024)Official recordAugust 2024, interest figure as at 30 April 2025
In August 2024 the Swedish listed investor Pomegranate Investment and the holding company through which it held its stake, Iran Internet International Holding, sold all of their shares in Digikala Group to a local special purpose company for a deferred purchase price, converting their position from shareholders into creditors. 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 2026-08-13retrieved 2026-08-13
Shareholder carrying value, direct stakeCompany disclosed30 April 2022 to 30 April 2025
EUR 22.0M → EUR 16.1M → EUR 21.7M → EUR 13.0M
Pomegranate Investment AB (publ), annual reports 2022 to 2025 ↗ · retrieved 2026-09-02retrieved 2026-09-02
Pomegranate Investment AB holdingCompany disclosedAs at 30 April 2024
2.31% direct, plus a 9.5% see-through interest through International Internet Investment Coöperatief U.A. (IIIC)
Pomegranate Investment AB (publ), annual reports to 30 April 2023 and 30 April 2024 ↗ · retrieved 2026-09-02retrieved 2026-09-02

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

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Registered entity
Legal entityNoavaran Fanavazeh
Entity typeoperating
StatusActive
Registered22 January 2013
Registered capital6.4 trillion IRR
Ownership[2026-07-07, CEO on record, video interview: MCI holds 2/5 Digikala Group board seats + 2 at opco; founders hold 2/5; MCI does not interfere operationally; joint fintech projects planned. CEO Tabatabaei works from Canada per the interview.] | Cap table (2024 restructuring): MCI VC arm Harakat Aval ~40% (largest single stake, 2024, ~$500M implied valuation); founders Hamid & Saeed Mohammadi ~22% with operational authority; ~38% domestic institutional consortium + international holdings via IIIC; no single shareholder holds absolute control (Digikala newsroom; bne IntelliNews; Pomegranate PGI). Aug 2024: IIIC and Pomegranate exited ALL their Digikala shares to a local SPV for a deferred purchase price, becoming creditors not equity holders (Pomegranate 2024/25 annual report).
Entity notesOperating metrics 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.

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

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

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