Publication of Digikala’s annual report

A quarter of online retail is owned by Digikala

According to Iran digital economy annotation, according to Digikala’s 2023 report, this year the share of online retail sales in Iran has reached 6% of the total retail market with a growth of 2 percentage points. While at the end of 2023, the global average of this index was 19.5%.

Digikala announced that online retail sales in Iran are almost equally divided between 2 sectors of e-commerce and social media. In the e-commerce sector, half of this share is owned by Digikala and the other half is owned by 207,000 online stores; Therefore, Digikala owns a quarter of the online retail sales in the country.

Iran has a serious gap with other countries in this index. In Turkey, despite the fact that the share of online retail sales with 20% has not changed significantly after the corona epidemic, it is about 3.3 times that of Iran. In the UAE, this ratio was recorded at 14% and in Qatar at 16%.

Among the countries reported, Indonesia recorded the highest jump rate with a growth of 57.9% and allocated 31.9% of its retail market to the online sector. But in America and Canada, this rate has decreased. China also has the highest online retail sales rate in the world with 47%.

5.5 million daily visits

On average, 3.5 million products are searched on Digikala daily. Also, an average of 5.5 million daily visits have been recorded on Digikala.

Digikala has customers in 2,265 cities and villages, and sellers operate in 1,614 cities and villages.

The best-selling days of Digikala last year were recorded in autumn and winter. From 1st to 7th of December, at the same time as the Black Friday campaign, the orders have reached their peak. During this campaign, Digikala has sold about 5 million products in the form of 957 thousand orders. Only on the first day of December, 12,692,000 visits were made to Digikala.

What days of the week are Digikala customers most active?

Digikala customers have chosen Sundays for shopping more than any other day of the week. As the end of the week approaches, the number of orders has decreased.

Of course, the most visits to the site were made on Mondays.

During the day and night at 11 pm, it is more attractive for Digikala customers to order their goods.

Goods that cannot be found

Many users get stuck searching for their desired products in Digikala; Because their import is prohibited. iPhone 14 and 15 are at the top of this list. After them, Samsung, Bosch and LG electrical appliances are seen, which are not allowed to officially enter the country.

Digikala users are mostly looking for electronic products, but their favorite products are not limited to this category.

12 million comments

For several years, DigiKala has been following up more seriously on recording users’ opinions about products. By the end of last year, 54 million comments were published on this platform, 12 million of which were published in 2023.

This year, 1,700,000 Digikala users have published their opinions; 92% of them were written by product buyers.

The average score of users for all Digikala products was 3.98 out of 5. The activity of users is not limited to registering points and comments, and users have also registered 11,600 videos, 632,000 images, and 1,900,000 questions and answers.

In 2023, a user named “Mahtab Dadzan” alone recorded and published 1028 views.

Millions of abandoned shopping carts

Many users proceed to the middle of the purchase, add a few items to their shopping cart, but finally abandon the purchase halfway through. Last year, 26 million and 546 thousand shopping carts in Digikala suffered this fate. The goods of the “Home and Kitchen”, “Digital” and “Beauty and Health” groups have been abandoned more than other groups.

Digikala’s surveys show that “shipping cost” is the most important reason why users do not finalize their order. According to Digikala, it subsidizes half of the shipping cost, and the shipping cost paid by the customer is half of the actual cost.

NPS index: 46

Digikala’s average NPS index has recorded 46 in different months last year. Net Prompter Score is used to evaluate customer satisfaction and loyalty.

In this index, the customer is asked how much he is willing to recommend the collection to another person or organization from 1 to 10. Scores of 9 and 10 are considered “promoting”, 7 and 8 “passive”, and 0 to 6 “dissatisfied and dismissive”. This index is obtained from the difference in the percentage of promoters and repellers.

What do generation Z do in Digikala?

Digikala dedicated a part of its report to Generation Z (born between 1995 to 2011) and discussed them from different aspects. Generation Z users use the Digikala application more than any other tool to visit it.

This generation bought more products from “Home and Kitchen”, “Beauty and Health” and “Supermarket” groups than any product group, but they also went to other products in search of products.

12.5 million goods

Digikala has announced that in the last 17 years, including employees and sellers, it has created 1,298,000 jobs, of which 42,718 were Digikala employees.

Also, in 2023, 125 thousand people cooperated with this group for the first time. The number of employees of this group last year was 12,260.

This year, Digikala has attracted 110,000 new sellers and achieved a 36% growth.

About one third of Digikala’s employees, 34% of them are women and 66% are men. The gender composition of managers is less balanced. 21% of managers of this group are women and 79% are men.

More than half of Digikala’s employees are from Generation Z, and the average age of all of them is 27 years.

418,000 sellers sell 12.5 million items in Digikala, which is 29% more than in 2022. This group now has 530 infrastructure centers and 355 in-person order receiving centers that have the capacity to process one million goods per day.

Flood of immigration

In just one year, 75 Digikala employees migrated. Imigration was the reason for the departure of 17% of the people who left this company.

Income of 11,000 dollors per seller per year

The nominal sales of digital goods sellers increased by 63% in 2023 and reached an average of 11,000 dollors  per year. Despite the significant growth in the amount of sales and the number of sellers, the sales share of these sellers in Digikala has not changed significantly and has increased from 66.25% to 68.35%.

Gender disparity is also seen among sellers; 70% of these people are men and the rest are women.

Native and local sellers

Native and local Digikala sellers have increased by 40% in the last year and reached 9,500 people. The most successful sellers of this category, who sell perfumery products and herbal medicines, have earned almost 173,000 dollors in one year.

These sellers recorded an average of 1,300 dollors in annual sales, which is 84% ​​more than the previous year.

Digikala minus Tehran

Digikala’s customers have a significant concentration in Tehran province. Although the exact number has not been announced, ChatGPT says that the red part of the pie chart below occupies 31.43% of the total. It means that about one third of the orders in Digikala are destined for Tehrani sellers.

Digikala has not announced the exact number of its customers in 2023, but it has said that it had 5 million and 100 thousand customers in cities other than Tehran. In terms of the average price of goods, Bushehr has taken the first place among provinces other than Tehran.

The non-Tehran sellers of Digikala have also been about 397 thousand people; 95% of all sellers.

Digikala: We are faster than Trendyol and Amazon

A part of Digikala’s annual report is dedicated to logistics. In this section, the on-time delivery rate of orders is 93.8% and the average delivery time is 3 to 5 days.

Digikala compared the average delivery time of its orders with “Trendyol” Turkey and “Amazon” Turkey and said that it performs better compared to these two.

Digikala’s best sellers

“iPhone 13” was the best-selling product of Digikala in 2023 in terms of Rial sales. After that, “Samsung A54 5G” and “Samsung A14” mobile phones have the most sales.

However, based on the number of sales, “Dosheharaz Feta Cheese” has the highest sales, and “Pen Panter” and “Spaghetti Zarmacaron Qatar 1.2” are in the next positions.

Also, “Samsung”, “Xiaomi” and “Apple” were the best-selling brands in terms of sales, and “Kaleh”, “Eurhovital” and “Samsung” were the top brands in terms of sales.