Cultural
And Creative
Industries Foundation

Digikala: The Creative Digital Ecosystem of Iran

Introduction

Founded in 2006 by two brothers, Hamid and Saeed Mohammadi, Digikala started with a simple idea: to build trust in online shopping. Today, with more than 30 million active users and nearly 400,000 sellers across the country, Digikala is not only the largest e-commerce platform in Iran but also a national infrastructure for creative and cultural industries.

Idea and Innovation

Digikala earned people’s trust by offering transparent product reviews and expert content. Over time, it expanded beyond being just a store:

  • Marketplace for small businesses, artisans, and entrepreneurs
  • Digistyle, a leading fashion platform highlighting Iranian designers
  • DigiPay, a digital payment and fintech service
  • DigiKala Jet, fast delivery for everyday goods
  • AI-Powered Search & Recommendations: Digikala leverages artificial intelligence to help users find products faster, discover new items, and get personalized suggestions, enhancing both convenience and the shopping experience.

These innovations demonstrate Digikala’s transformation into a creative and tech-driven ecosystem rather than a simple retailer.

Products and Services

  • Online Store: More than 14.5 million products in diverse categories from books and handicrafts to electronics.
  • Digistyle: A showcase for Iranian and global fashion brands.
  • DigiPay: Digital wallet and financial services.
  • DigiKala Jet: Instant delivery service in major cities.
  • Marketplace: A hub for artisans, small businesses, and local entrepreneurs.

Audience and Target Community

  • Audience: Iranian families, youth, small businesses, and creative entrepreneurs.
  • Reach: Over 5.1 million customers outside Tehran and millions of daily active users nationwide.
  • Engagement: Website, mobile app, loyalty programs, social media, and cultural events.

Business Model and Sustainability

  •   Revenue Streams: Direct sales, marketplace commissions, advertising, and financial services.
  • Financial Growth: Over 90% revenue growth in 2024, holding 28% of Iran’s e-commerce market share.
  • Sustainability: Nearly 47% of Digikala’s sales come from Iranian brands, showing its commitment to supporting local creative industries.

Campaigns and Events

  • Digikala in recent years has hosted culturally significant campaigns:

    • Shab-e Yalda (Yalda Night Specials): Cultural campaign with discounts, contests, and themed content celebrating the longest night of the year.
    • Iran-Made Campaign: Supports local brands and producers; more than 10,000 Iranian brands now sell on Digikala.
    • Small Business Support Campaign: Helps workshops, artisans, and startups gain national visibility.
    • Innovation Launch Events: Introducing services like DigiKala Jet and DigiPay, highlighting both technological innovation and creative problem-solving.

Sub-Branches and Divisions

  • Beyond its main platform, Digikala has developed several specialized sub-brands that each serve a different part of Iran’s creative economy:

    • Digistyle: The largest online fashion and apparel store in Iran, providing visibility to local designers alongside global brands.
    • DigiPay: A fast-growing fintech service enabling millions of secure digital transactions every day.
    • DigiKala Jet: Express delivery service improving convenience for urban life.
    • Marketplace: Hosting nearly 400,000 active sellers, including artisans, handicraft makers, and startups, giving creative talent a national platform.

Achievements and Impact

  • Thousands of jobs created in tech, logistics, and creative sectors.
  • Shaping a culture of trust in online shopping in Iran.
  • Launching Iranian creative brands in fashion, art, and handicrafts.
  • Transforming consumer behavior and building confidence in the digital economy.

Conclusion and Vision

Digikala is more than a retailer—it is a cultural, creative, and tech-driven brand empowering Iranian industries: from local artisans to fashion designers.

  • Strengths: Nationwide trust, continuous innovation, large user base, support for local economy.
  • Challenges: Scaling logistics, intense competition, maintaining quality at a national scale.
  • Short-Term Goals: Expand cultural and creative product offerings, strengthen instant delivery and AI-powered shopping features.
  • Long-Term Goals: Become a Middle East hub for digital creativity, amplifying the voice of Iranian artists and entrepreneurs globally.