Half a million active users drive Iran's online gold trading market led by Milli and Inviy platforms.

Of about 10 million registered users, an estimated 1.2-1.4 million are active (at least one purchase a year). Despite 70-80 trillion toman traded in Iran in 2024-25, about $1.1-1.3 billion, online platforms led by Milli and Inviy still account for under 1% of the country's total gold market.