Digikala

Digikala (Persian: دیجی‌کالا, Dijikalâ, lit. digital goods) is an Iranian e-commerce company based in Tehran. it has 30 million visitors per month[1] and receives 17.2 million visits per day.[2] It is also ranked by Alexa as Iran's 3rd most visited website.[3] Digikala was founded in July, 2006 by twin brothers Hamid and Saeid Mohammadi who had an unpleasant experience when they tried to buy a digital camera, after which they used $10,000 of their own savings to start the company.[4][5] The company was reported to be valued at $150 million in 2014, and $500 million in late 2015.[6][7] Digikala offers same day delivery in Tehran and Karaj, and offers next day delivery in 20 other cities.[8][9] According to statistics published until the early 2021, more than 4 million different goods have been offered for sale by near 160,000 sellers. It has the capacity for processing 600,000 goods per day.[10][11]

Digikala
TypePrivate company
IndustryE-commerce
FoundedJuly 1, 2006 (2006-07-01)
FoundersHamid Mohammadi
Saeid Mohammadi
Headquarters
Tehran
,
Iran
Area served
Iran
Services
  • Digikala Mag
  • Supermarket
  • Digiplus
  • Digiclub
  • Digiexpress
  • Diginext
  • Smartech
Number of employees
8200 (2021)

Growth
Hamid Mohammadi and Saeed Mohammadi, co-founders of Digikala

Digikala is one of the Iranian startups that benefit from the country's increasing digitization. By 2017, 62% of Iran's households have been connected to the Internet and this development is driving demand for Internet services that mirror Western digital platforms such as Amazon.[12] It is also the largest e-commerce platform in the Middle East.[13] It has 1,700,000[14] unique visitors per day, and 85% of Iran's ecommerce now takes place on Digikala.[15] The company does not publicise its revenue but has said sales are growing at a rate of 200% a year, and that it is receiving orders from even the most remote villages in Iran. Hamid Mohammadi said the main focus of the company remains expansion "even if that means we will not be profitable, which is how Amazon is operating”.[16]

Iran's economic volatility forced Digikala to lay off 175 workers in 2018.[17] To survive, it adopted several initiatives such as the pay-per-sale strategy which allow users - as affiliates - to receive commission if a directed customer purchased a product.[18] In March 2019, Digikala also addressed the issue authenticity of products in the platform after receiving complaints over the quality of goods being sold. In a statement, it stated that only 0.2% of the 2 million products are unoriginal and that the company has taken steps to implement stringent quality control.[19]

Product and Services

in the beginig Digikala sold only digital and electronic goods on its website. from 2014 Digikala changed its strategy from selling digital goods to selling every thing. so it become an online store of goods in all categories.today Digikala sells in various sections such as clothing, electronics, toys, jewelry, video games, arts, tools and books. since 2018 it has started selling fast fulfillment products (super market).

Digikala Mag

Digikala Mag is a magazine and also official media of digikala and was launched in the summer of 2015. This magazine publishes articles about technology, lifestyle and books and is also active on social media.

Supermarket

Digikala started selling fast fulfillment products by purchasing "Rokoland Online Supermarket". it sells these product under a section called SuperMarket on its website.

DigiPlus

It's a subscription based service that gives fast and free shipping to customers. This service was launched in 2020.

Digiclub

Before 2019, digikala used the discount code to offer discounts to its old and new customers. Until the DigiClub service was launched this year with the aim of earning points and receiving discounts and prizes. With the help of this service, you can increase your points by making every purchase, registering, inviting friends and other methods, and then by spending your points from DigiKala and dozens of other businesses, discounts.[20]

Subsidiaries

At the moment Digikala group is active in logistics, e-commerce, content, fintech, martech, and innovations fields. [11] It owns over 10 subsidiaries, including Fidibo, Digistyle, Digipay, Pindo and Komodaa.[21] [22]

Fidibo
Fidibook, the first persian ebook reader device that made by Fidibo [23]

Fidibo is a legal Persian e-book store that has been operating since March 2014. Digikala bought a part of Fidibo shares in 2016 and became its main owner in 2017 by increasing its investment. Fidibo released their first exclusive e-ink reader called Fidibook with Persian language support in May 2018.[24]

Digistyle

Digistyle, an online fashion and clothing store, was founded in 2016, and sell more than 100,000 different goods in its store.[21][11]

Digipay

Digipay started out in 2018 and its objective is to create a sustainable and comprehensive financial solution with a focus on mobile and web payments. Digipay solutions include Smart IPG, merchant management dashboard, mobile payment gateway, customer refund service, personal and organizational wallets, mobile payment application, API-based services, and installment purchase facility to its customers.[21]

Komoda

Komodaa is an Iranian social buy-and-sell startup platform. Incepted July 2018, this social platform has been Digikala group member since late 2019.[25] Komodaa, currently hosts over 500,000 active posts and has demonstrated a fast growth in sales. [21][11]

Pindo

In 2021 Digikala launch a new product called Pindo. It’s a platform for registering advertisements for buying and selling goods and providing C2C services. With Pindo, users can publish advertisements for the sale of their goods and services and also create a link between their advertisement and Digikala product page.[11][26]

Smartech

In the summer of 2019, Digikala Group chose Smartech as its dedicated marketing technology service provider. This partnership was at first formed to satisfy Digikala’s marketing technology needs and was continued to provide marketing technology solutions to other businesses as well. Smartech is currently operating as one of the companies in Digikala group.[27][22]

Digiexpress

DigiExpress started out in 2019 as part of Digikala Group, initiated its activities in Logistics & SCM ecosystem with the vision to enhance the quality of customers experience in online Logistics Services.[22]

DigikalaJet

Digikala has launched Digikala Jet, its own personalized online grocery shopping service, in summer 2021. Digikala Jet delivery is free and the orders will be delivered to customers within 30 minutes. Cities like Tehran, Karaj, Mashhad, and Shiraz were covered by this new service at the end of this summer. The service is expanding to other large cities by the end of this year, as Digikala chiefs said.[28][29]

References
  1. "Iran E-Commerce Trending Higher". financialtribune. 23 August 2021. Retrieved 1 October 2021.
  2. "Iran E-Commerce Trending Higher". eghtesadonline. 2021-08-22. Retrieved 1 October 2021.
  3. "Alexa: Top Sites in Iran".
  4. "REUTERS SUMMIT-'Iran's Amazon' disregards post-sanctions competition, looks to expand".
  5. "Forbes: Meet The Twin Brothers Transforming How Iranians Shop".
  6. "The Washington Post: Here's what it's like to launch a start-up in Iran".
  7. "BBC: Iran's digital start-ups signal changing times".
  8. "The Washington Post:What the Iran deal means for the country's surprisingly strong tech industry".
  9. "Digikala is the". finance.yahoo.com. Retrieved 3 September 2021.
  10. "وضعیت دیجی کالا در پیک چهارم کرونا چگونه است؟".
  11. "گزارش سال ۱۳۹۹ دیجی‌کالا". digikala.com. Digikala. Retrieved 3 September 2021.
  12. "Iranian Startups Offer Opportunities In An Unstable Economy". RFE/RL. Retrieved 2019-05-09.
  13. Dehghan, Saeid Kamali (2015-05-31). "From Digikala to Hamijoo: the Iranian startup revolution, phase two". The Guardian. ISSN 0261-3077. Retrieved 2019-05-09.
  14. "دیجی‌کالا بزرگ‌ترین مرکز پردازش سفارش در خاورمیانه را راه‌اندازی کرد".
  15. "The Guardian: From Digikala to Hamijoo: the Iranian startup revolution, phase two".
  16. "FT:Iranian ecommerce thrives despite obstacles".
  17. "In Face of Hard Times Iran's Digikala Remains Upbeat". Financial Tribune. 2018-09-07. Retrieved 2019-05-09.
  18. "Digikala Enlists Pay-Per-Sale Strategy". Financial Tribune. 2018-09-21. Retrieved 2019-05-09.
  19. "Digikala to Carry Out Stringent Quality Control". Financial Tribune. 2019-03-12. Retrieved 2019-05-09.
  20. کد تخفیف دیجی کالا. "digikala coupon code". تخفیفه (in Persian). Archived from the original on 2020-09-26. Retrieved 2021-12-12.
  21. "Pomegranate Investment AB (publ) Releases Financial Report for the period of 6 months ended October 31, 2020". news.cision.com. Pomegranate Investment AB. Retrieved 3 September 2021.
  22. "فروشگاهی که هلدینگ شد؛ نگاهی به ساختار و عملکرد گروه دیجی کالا". zoomit. Retrieved 1 October 2021.
  23. "کتابخوان فیدیبوک چیست؟". دیجیاتو (in Persian). Retrieved 2 October 2021.
  24. "واگذاری یکی از اپلیکیشن‌های کتابخوان به یک فروشگاه اینترنتی". Mehrnews Agancy. Mehrnews Agancy. Retrieved 3 September 2021.
  25. "دیجی کالا در استارتاپ کمدا سرمایه‌گذاری کرد". ZoomIT. zoomit. 2020-05-02. Retrieved 3 September 2021.
  26. "دیجی کالا اپلیکیشن پیندو را رسما برای دانلود در دسترس عموم کاربران قرار داد". Digiato. 2021-04-04. Retrieved 3 September 2021.
  27. "About Smartech". Smartech. Retrieved 1 October 2021.
  28. "محصول جدید گروه دیجی‌کالا آغاز به کار کرد / دیجی‌کالا جت؛ ارسال رایگان و سریع سفارش‌های سوپر مارکتی". راه پرداخت (in Persian). 5 August 2021. Retrieved 22 October 2021.
  29. "دیجی‌کالا جت برای ارسال سریع‌تر سفارش‌ها با شرکت‌های لجستیکی همکاری می‌کند". زومیت (in Persian). 10 October 2021. Retrieved 22 October 2021.
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