Digikala
Entity IDIR-CO-001
SectorE-commerce
Founded2006
HQTehran
VerificationReported
Last reviewed2026-07-10
Decision snapshot
NMV (net merchandise value)
≈ $1.2–1.3B / year
FY1404 (2025–26)Company disclosed
Saeid Mohammadi (co-founder & Group CEO), on-record video interview ↗ · retrieved 2026-07-10
Monthly active users
40–45M (10–11M active customers)
FY1404 (2025–26)Company disclosed
Saeid Mohammadi (co-founder), on-record video interview ↗ · retrieved 2026-07-10
Marketplace sellers
≈ 550,000
FY1404 (2025–26)Company disclosed
Saeid Mohammadi (co-founder), on-record video interview ↗ · retrieved 2026-07-10
Product variety
≈ 15M SKUs
FY1404 (2025–26)Company disclosed
Saeid Mohammadi (co-founder), on-record video interview ↗ · retrieved 2026-07-10
Group staff
≈ 10,000 (~90% in Digikala)
FY1404 (2025–26)Company disclosed
Saeid Mohammadi (co-founder), on-record video interview ↗ · retrieved 2026-07-10
Registered capital
6,410,250,000,000 IRR
Current registry recordOfficial record
Official corporate registry (Noavaran Fanavazeh) · retrieved 2026-06-23
E-commerce market share
≈ 30% of Iran e-commerce (CEO estimate)
2026Company disclosed
Masoud Tabatabaei (CEO), on-record video interview ↗ · retrieved 2026-07-07
All-time capital raised
≈ $130M
To 2025Company disclosed
Saeid Mohammadi (co-founder), on-record video interview ↗ · retrieved 2026-07-10
Every field carries an explicit evidence state and its source. Self-reported figures are labelled as such; nothing is presented with more certainty than its source supports.
Operating metrics — period-stamped
Marketplace sellersFY1400 → FY1403 (2021–25)Company disclosed
250,000+ → 308,000 → 418,727 → 466,169
Product variety (SKUs)FY1400 → FY1403 (2021–25)Company disclosed
7.5M+ → 9.7M → 12.5M → 14.5M
GMV growthFY1400, FY1403Company disclosed
+49% YoY (FY1400) · +71% YoY (FY1403) · orders +30% (FY1403)
EmployeesFY1400 → FY1403 (2021–25)Company disclosed
~10,000 → 8,199 → 12,260 → 10,510
VisitorsFY1400 → FY1403Company disclosed
39.5M → 41.5M monthly uniques (FY1400–01) · 5.5M avg daily visits (FY1402–03)
Geographic reachFY1403 (2024–25)Company disclosed
Sellers in 1,615 cities and villages; customers in 2,279
Last-mile scaleFY1404 (2025–26)Company disclosed
≈ 100,000 packages/day in Tehran
Metric series — change over time
Marketplace sellers
FY1400250,000+
FY1401308,000
FY1402418,727
FY1403466,169
FY1404≈ 550,000
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
FY1400~10,000
FY14018,199
FY140212,260
FY140310,510
Product variety (SKUs)
FY14007.5M+
FY14019.7M
FY140212.5M
FY140314.5M
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
Group companies (10)Group structure page, retrieved 2026-07-11Company disclosed
Digikala (opco, 100% group-owned) · Fidibo · Digipay · Smartech · Diginext (innovation & investment) · Digify · DigiExpress · Pindo · Ganje · Optime (AI routing optimization). The group holds all or part of the shares of each.
Digipay scale (group fintech)FY1404 (2025–26)Company disclosed
≈ 20 hemmat/month credit issuance; ≈ 7 hemmat/month credit usage
Fidibo catalogue (content arm)FY1403 (2024–25)Company disclosed
81,000 e-books + 16,000 audiobooks
Digikala.com service lines (not separate companies)Group structure page, retrieved 2026-07-11Company disclosed
Digikala Jet (q-commerce) · Digistyle (fashion) · Magnet (product reviews) · Digikala Business (B2B) · Digikala Mag & Content Factory · Digiplus (subscription) · Digicloud · local-business empowerment project
DigiExpress legal entity2026Company disclosed
Noavaran Haml o Naghl Chabok Iranian Co. — the group's in-house logistics arm (founded 2020; 500+ staff)
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 2022–24; also Chairman, MyDigipay board since 2018)
Group CEOCurrentCompany disclosed
Saeid Mohammadi (co-founder; Co-Founder & CEO, Digikala E-Commerce Group since Sep 2023; previously co-founder & CEO of Digikala.com 2007–2023)
CEO, Digikala.com (operating company)CurrentCompany disclosed
Masoud Tabatabaei (since Apr 2023; ex-CEO Snapp Express 2020–23, ex-CEO Alibaba Travels 2018–20)
Group board (registry)Elected 1403/06/19 (Sep 2024), recorded 1403/07/18Official record
Chairman: Mohammad-Mahdi Abbaskhani (representative of Harekat-e Aval) · Vice Chairman: Hamid Mohammadi · CEO: Saeid Mohammadi · Corporate members: MCI / Hamrah-e Aval (rep. S.A. Nourbakhsh) and Asman Value Management (rep. A. Fayyazbakhsh) · Term runs to 1405/06/19 (~Sep 2026)
Digikala.com board (registry)Recorded from 1404/05/29 (Aug 2025)Official record
Chairman: Saeid Mohammadi · Vice Chairman: Hamid Mohammadi · CEO: Seyed Masoud Tabatabaei Asl · Members: S.Y. Dibaji Forushani, A. Fayyazbakhsh, M. Darjazi Dolagh
Group company leaders (public)CurrentCompany disclosed
Digipay: Omid Torabi · Fidibo: Amir Behdani · DigiExpress: Alishad Etezadi · Ganje: Arian Bagheri (co-founder)
Corporate family
Tracked entities in the same corporate family. Ownership percentages appear in Ownership & capital only when disclosed.
Ownership & capital
Shareholder structure2024–Company disclosed
Three blocs, none controlling: founders (S. & H. Mohammadi) · 3IC (foreign shareholders) · MCI / Hamrah-e Aval
Funding historyDurableCompany disclosed
Sarava (early) → 3IC → MCI / Hamrah-e Aval (2024)
Valuation anchors2024–2025Third-party reported
MCI ~40% purchase (mid-2024) implied ≈ $441M · Pomegranate's 11.3% mark (€65.9M) implies ≈ $632M
Public listingDurableCompany disclosed
None. IPO application historically queued, never completed
Group legal entity (registry)Registry record, retrieved 2026-07-11Official record
Digikala E-Commerce Trading Group Co. — private joint stock, active. Registered June 2018 (1397/03/23), Tehran (Innovation Tower, SBU Science & Technology Park). Registered capital 9,287B rial (raised from 8,550B in Nov 2023; 100M rial at founding)
Competitive set
Competitive setCurrentTI derived
Basalam (social marketplace) · Torob (price discovery) · Technolife (electronics) · Okala (grocery) · SnappMarket / Snapp Shop (group rival)
Evidence timeline — how this record was built
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
Primary sources catalogued in the Evidence Library; extracted claims appear above as period-stamped facts, never as current news.
Signals & timeline — Digikala mentions
2026-06-30Digikala and Alibaba are shareholders in Iran AI Factory2026-06-27Digikala launches 'Buy with Digikala' service via Digipay platform2026-06-24Digikala launches Digicard with up to 5% cashback on online purchases2026-05-30Digipay launches DigiCard with Bank Tejarat, moving Digikala Group into physical payments
From the published signal feed; each record links to its source. All signals →
What we don't know
Audited financialsNot disclosed
Absolute GMV / revenue (toman)Not disclosed
Per-subsidiary financialsCoverage pending
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
| Field | Value | Period | Evidence | Source | Retrieved |
|---|---|---|---|---|---|
| NMV (net merchandise value) | ≈ $1.2–1.3B / year | FY1404 (2025–26) | Company disclosed | Saeid Mohammadi (co-founder & Group CEO), on-record video interview ↗ | 2026-07-10 |
| Monthly active users | 40–45M (10–11M active customers) | FY1404 (2025–26) | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Marketplace sellers | ≈ 550,000 | FY1404 (2025–26) | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Product variety | ≈ 15M SKUs | FY1404 (2025–26) | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Group staff | ≈ 10,000 (~90% in Digikala) | FY1404 (2025–26) | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Registered capital | 6,410,250,000,000 IRR | Current registry record | Official record | Official corporate registry (Noavaran Fanavazeh) | 2026-06-23 |
| E-commerce market share | ≈ 30% of Iran e-commerce (CEO estimate) | 2026 | Company disclosed | Masoud Tabatabaei (CEO), on-record video interview ↗ | 2026-07-07 |
| All-time capital raised | ≈ $130M | To 2025 | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Marketplace sellers | 250,000+ → 308,000 → 418,727 → 466,169 | FY1400 → FY1403 (2021–25) | Company disclosed | Digikala annual reports (official series) ↗ | 2026-07-09 |
| Product variety (SKUs) | 7.5M+ → 9.7M → 12.5M → 14.5M | FY1400 → FY1403 (2021–25) | Company disclosed | Digikala annual reports (official series) ↗ | 2026-07-09 |
| GMV growth | +49% YoY (FY1400) · +71% YoY (FY1403) · orders +30% (FY1403) | FY1400, FY1403 | Company disclosed | Digikala annual reports (official series) ↗ | 2026-07-09 |
| Employees | ~10,000 → 8,199 → 12,260 → 10,510 | FY1400 → FY1403 (2021–25) | Company disclosed | Digikala annual reports (official series) ↗ | 2026-07-09 |
| Visitors | 39.5M → 41.5M monthly uniques (FY1400–01) · 5.5M avg daily visits (FY1402–03) | FY1400 → FY1403 | Company disclosed | Digikala annual reports (official series) ↗ | 2026-07-09 |
| Geographic reach | Sellers in 1,615 cities and villages; customers in 2,279 | FY1403 (2024–25) | Company disclosed | Digikala annual report FY1403, p.20 ↗ | 2026-07-09 |
| Last-mile scale | ≈ 100,000 packages/day in Tehran | FY1404 (2025–26) | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Business model | Marketplace-led e-commerce group: third-party marketplace plus first-party retail, with logistics, fintech, adtech, cloud and content arms | Durable | Company disclosed | Digikala annual reports; on-record founder interview ↗ | 2026-07-09 |
| Group companies (10) | Digikala (opco, 100% group-owned) · Fidibo · Digipay · Smartech · Diginext (innovation & investment) · Digify · DigiExpress · Pindo · Ganje · Optime (AI routing optimization). The group holds all or part of the shares of each. | Group structure page, retrieved 2026-07-11 | Company disclosed | Digikala Group corporate site (about.digikala.com/en/digikala-group) ↗ | 2026-07-10 |
| Digipay scale (group fintech) | ≈ 20 hemmat/month credit issuance; ≈ 7 hemmat/month credit usage | FY1404 (2025–26) | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Fidibo catalogue (content arm) | 81,000 e-books + 16,000 audiobooks | FY1403 (2024–25) | Company disclosed | Digikala annual report FY1403, p.25 ↗ | 2026-07-09 |
| Digikala.com service lines (not separate companies) | Digikala Jet (q-commerce) · Digistyle (fashion) · Magnet (product reviews) · Digikala Business (B2B) · Digikala Mag & Content Factory · Digiplus (subscription) · Digicloud · local-business empowerment project | Group structure page, retrieved 2026-07-11 | Company disclosed | Digikala Group corporate site ↗ | 2026-07-11 |
| DigiExpress legal entity | Noavaran Haml o Naghl Chabok Iranian Co. — the group's in-house logistics arm (founded 2020; 500+ staff) | 2026 | Company disclosed | IranTalent company profile ↗ | 2026-07-11 |
| Co-founders | Hamid Mohammadi & Saeid Mohammadi. Saeid: co-founder & Group CEO (since Sep 2023). Hamid: co-founder & Vice Chairman (since Oct 2024; Chairman 2022–24; also Chairman, MyDigipay board since 2018) | Durable | Company disclosed | Self-declared LinkedIn profiles (retrieved 2026-07-11); Digikala annual reports FY1402–03; on-record founder interview ↗ | 2026-07-10 |
| Group CEO | Saeid Mohammadi (co-founder; Co-Founder & CEO, Digikala E-Commerce Group since Sep 2023; previously co-founder & CEO of Digikala.com 2007–2023) | Current | Company disclosed | Self-declared LinkedIn profile (retrieved 2026-07-11) ↗ | 2026-07-07 |
| CEO, Digikala.com (operating company) | Masoud Tabatabaei (since Apr 2023; ex-CEO Snapp Express 2020–23, ex-CEO Alibaba Travels 2018–20) | Current | Company disclosed | Self-declared LinkedIn profile (retrieved 2026-07-11); executive statement on record ↗ | 2026-07-11 |
| Group board (registry) | Chairman: Mohammad-Mahdi Abbaskhani (representative of Harekat-e Aval) · Vice Chairman: Hamid Mohammadi · CEO: Saeid Mohammadi · Corporate members: MCI / Hamrah-e Aval (rep. S.A. Nourbakhsh) and Asman Value Management (rep. A. Fayyazbakhsh) · Term runs to 1405/06/19 (~Sep 2026) | Elected 1403/06/19 (Sep 2024), recorded 1403/07/18 | Official record | Official corporate registry / gazette records | 2026-07-11 |
| Digikala.com board (registry) | Chairman: Saeid Mohammadi · Vice Chairman: Hamid Mohammadi · CEO: Seyed Masoud Tabatabaei Asl · Members: S.Y. Dibaji Forushani, A. Fayyazbakhsh, M. Darjazi Dolagh | Recorded from 1404/05/29 (Aug 2025) | Official record | Official corporate registry / gazette records | 2026-07-11 |
| Group company leaders (public) | Digipay: Omid Torabi · Fidibo: Amir Behdani · DigiExpress: Alishad Etezadi · Ganje: Arian Bagheri (co-founder) | Current | Company disclosed | Group leadership page; LinkedIn; IranTalent ↗ | 2026-07-11 |
| Shareholder structure | Three blocs, none controlling: founders (S. & H. Mohammadi) · 3IC (foreign shareholders) · MCI / Hamrah-e Aval | 2024– | Company disclosed | On-record founder interview; CEO on board composition, separate on-record interview ↗ | 2026-07-10 |
| Funding history | Sarava (early) → 3IC → MCI / Hamrah-e Aval (2024) | Durable | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Valuation anchors | MCI ~40% purchase (mid-2024) implied ≈ $441M · Pomegranate's 11.3% mark (€65.9M) implies ≈ $632M | 2024–2025 | Third-party reported | Zoomit valuation analysis; Pomegranate Investment published portfolio mark | 2026-07-08 |
| Public listing | None. IPO application historically queued, never completed | Durable | Company disclosed | Saeid Mohammadi (co-founder), on-record video interview ↗ | 2026-07-10 |
| Group legal entity (registry) | Digikala E-Commerce Trading Group Co. — private joint stock, active. Registered June 2018 (1397/03/23), Tehran (Innovation Tower, SBU Science & Technology Park). Registered capital 9,287B rial (raised from 8,550B in Nov 2023; 100M rial at founding) | Registry record, retrieved 2026-07-11 | Official record | Official corporate registry / gazette records | 2026-07-11 |
| Competitive set | Basalam (social marketplace) · Torob (price discovery) · Technolife (electronics) · Okala (grocery) · SnappMarket / Snapp Shop (group rival) | Current | TI derived | Tehran Index registry mapping (sector + category) | 2026-07-10 |
Last full review: 2026-07-10 · Tehran Index research desk · corrections: desk@tehranindex.com
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Registered entity
Legal entityNoavaran Fanavazeh
Entity typeoperating
StatusActive
Registered1391/11/03 (2013-01-23)
Registered capital6.4 trillion IRR
Ownership [2026-07-07, CEO on record, video interview: MCI holds 2/5 Digikala Group board seats + 2 at opco; founders hold 2/5; MCI does not interfere operationally; joint fintech projects planned. CEO Tabatabaei works from Canada per the interview.]
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 tierReported — single public 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 →
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