Digikala’s annual report was published: half of Iran’s population visits this platform monthly

The absence of big international brands in the country and the opaque market created due to the import restrictions of some product groups in the country is one of the reasons cited by the Digikala report as the reasons for the backwardness of e-commerce in the country. This issue can be seen in the table of best-selling brands.

In the group of digital goods, the people of Hamadan, Kurdistan and Lorestan bought goods with a more expensive average price. In the fashion and clothing group, the people of Tehran, Alborz and Qazvin wore more expensive clothes. In the beauty and health group, North Khorasan, Bushehr and South Khorasan paid more for buying goods. In the household appliances group, Yazd, Kerman and Golestan products were more expensive. In the group of electrical household appliances, Ardabili, Tehrani and Albarazi customers bought products with a more expensive average price.

In the product groups of household appliances, beauty and health, fashion and clothing, the average price of goods purchased in the whole country does not differ much; But in the two groups of digital goods and electrical household appliances, the difference in the average price of goods between the provinces that bought more expensive, compared to the provinces that bought cheaper, was about twice.

Many users search for the product they want in Digikala to buy in person or online. Investigations in the Digikala search engine show that in 1401, in all months of the year, mobile was the first search rank of users, followed by headphones and smart watches.

The Digikala site has more than 41 million unique visitors per month and 3.5 million unique searches are performed on it every day; It means that about half of the country’s population visits Digikala every month. The net value of the goods sold in Digikala grew by 19% in 1401 compared to the previous year, and the compound annual growth rate (CAGR) of Digikala’s net sales value of riyals in the last ten years was 77%.

The graph of this report shows that the growth of Rial sales last year was lower compared to 2018 and 2019, which indicates the change in people’s buying behavior. In fact, the sale of riyal is not commensurate with the intensity of inflation in the last year and it probably means that people have reduced their shopping basket.

The number of digital goods sellers experienced a growth of 23.6% compared to 1400, which according to the chart, was less than the growth in previous years. Due to the fact that last year Instagram was filtered as an important social network in online sales, we do not see the presence of sellers of this network on Digikala’s internal platform.

It seems that the government’s policy to migrate Instagram stores to domestic platforms has not been successful following the filter of this social network. Each active seller had an average sale of 360 million Tomans in 1401, and the highest sales of a seller in this year was 244 billion Tomans.

Last year, Digikala was able to deliver 93.9% of orders in the whole country on time. Also, 83% of customers answered the question “How likely are you to recommend buying from Digikala to others?” They gave a score of 7 to 10.

In this survey, the reasons for satisfaction and dissatisfaction were also asked. The quality of the goods, inconsistency of the information with the received goods, technical and appearance problems of the goods, delay in sending the order and the cost of sending the order were the reasons for dissatisfaction, and those who were satisfied were also reasons such as the variety of goods, the price of the goods, the quality of the goods, the delivery time and the possibility of return. and mentioned the process of returning the goods.

Another part of this report is customer payment methods. Accordingly, 66.8% of customers chose online payment, 24.5% on-site payment, 4.7% credit payment, 3.6% wallet and 0.4% gift card for payment.

In March of last year, 17% of the net value of Digikala’s sold goods was through installment credit. It was possible to receive installment purchase credit up to 30 million Tomans without guarantor and with electronic promissory note and credit up to 50 million Tomans without guarantor and with check in 1401.

Also, Digikala’s annual report shows that the record days of 1401 coincided with the days when Iran’s economy faced inflationary or currency jumps. The best-selling days last year were June 2 and 3, December 10, Bahman 1 and 2, March 1, 5, 6, 7, and 13.

The most expensive order of last year was a shopping cart containing 30 products worth more than 492 million Tomans, and the most expensive order of 1401 was a shopping cart of an old customer including 900 books, which was worth more than 5.8 million Tomans.