Imagining life without internet-dependent services is almost impossible now. From the countless apps we use for various tasks to online shopping, which many have grown completely accustomed to. As the largest online store in the country, Digikala is a significant part of this digital life.
Every day, Digikala users visit the platform to check prices, read about products, gather information, or leave reviews on their purchases.
These users are not only in Tehran and other major cities but are spread across Iran, with Digikala becoming their go-to shopping source. They span across different age groups.
The newly released 2023 Digikala report highlights this very point: Digikala has become an inseparable part of its users’ and customers’ lives.
A couple aged 85; the oldest Digikala customers.
When grandparents encounter technology, especially mobile phones, I often hear them say, “We never imagined in our youth that we could see images from the other side of the world on a device.” For many, adapting to modern tools is challenging. But let me tell you about a grandfather and grandmother who not only adapted to technology but brought it into their home. The oldest Digikala customer is an 85-year-old man and his 80-year-old wife. They are familiar with online shopping and make many of their purchases online with the help of their son. According to Hashem, he and his son browse the website together, reading the images and descriptions of all the products until they find what they need.
Imagine Hashem 10 years ago. If he wanted to buy a phone, a TV, or many household items, he would have had to visit markets and stores. But now, he buys all these items from Digikala, believing that online shopping has made life easier for everyone.
Illuminating Users’ Lives with 5.5 Million Daily Visits
In 2023, Digikala averaged 5.5 million daily visits. Behind these numbers, how many grandparents are browsing? How many grandchildren and teenagers are exploring this site, searching for things that match their tastes and lives? Take Amirhossein, for example, the youngest Digikala shopper at just 10 years old. Most of his purchases are school supplies, and he typically buys notebooks, pens, and his school bag from Digikala. Amirhossein finds the items himself in the Digikala app and, after filling his shopping cart, leaves the rest to his father.
Discounts Rooted in Reality
Who today isn’t aware of inflation and economic challenges? According to data from 2023, the purchasing power of a large group, nearly four million people, has decreased by about 20% or even more due to the wages and salaries of that year. This reduction in purchasing power significantly limits the ability to make cash purchases. Yet, the basic needs of citizens persist, making credit purchases and Buy Now, Pay Later (BNPL) options crucial in creating more favorable conditions. In such circumstances, people increasingly turn to special shopping festivals, prioritizing discounts above all else.
In 2023, 46% of Digikala’s products were offered at discounted prices, and 20,018 items were introduced as “Amazing Offers” to users. These statistics show how discount mechanisms and the economic concept of “Amazing Offers” have helped Digikala’s users while also being profitable for the store itself. The platform also facilitated 182,429 users to make installment purchases through its BNPL options. Additionally, there was a 566% growth in loans provided for installment purchases, significantly contributing to the enhancement of purchasing power in society. It’s clear that installment and credit payments have brought people closer to online shopping.
Behind every product, price, and discount, there is a user, and behind every user’s choice to shop online, there is a story. Some choose Digikala for convenience, others for discounts or timely purchases, but ultimately, all these factors contribute to a better quality of life. We are the future grandparents who will believe how technology has brought us closer to each other and to life itself.
Record-Breaking Campaigns
According to Digikala’s 2023 report, users of this platform continue to set new records, from daily visit records to the sheer number of reviews they write for products. The behavior of Digikala users in 2023 shows how much they trust the platform’s discounts and how they strive not to be mere visitors but to help other customers make better choices. Let’s look at one special statistic: in line with global markets, Digikala has been holding Black Friday discount campaigns for several years. The first of Azar (November 22) last year was the most visited day for Digikala.
On this day, which marked the start of Black Friday sales on Digikala, 12,692,291 visits were recorded. The four most visited days of Digikala were during Black Friday, and the fifth most visited day was the first of Esfand (February 20), coinciding with the first day of the platform’s last major sale of the year.
In traditional markets, there was a term called “keeping the lights on.” During special times like Nowruz or Yalda Night, merchants would adjust prices to fit the budgets of the people, ensuring every household’s light stayed on. These statistics show that Digikala’s strategy for holding sales, beyond economic profits for brands, is about keeping the lights on in its users’ homes.
The Five Provinces with the Most Purchases
Given that Digikala is one of the main online shopping platforms, user behavior on this platform can be considered a reliable statistical sample for analysis. The top five provinces for online shopping—Tehran, Alborz, Isfahan, Mazandaran, and Razavi Khorasan—are among the major cities where daily life is busy and congested. Spending time shopping in physical stores can be costly, and sometimes, citizens only have time for shopping late in the day. So, it’s fair to say that online shopping is a win for a more convenient life.
Night Owl Shoppers!
Since traffic and working hours can’t be easily changed, online shopping helps save time and reduce traffic and pollution. Evidence of this is the peak shopping hour on Digikala, which is highlighted in their annual report. The analysis shows that 11 PM is the busiest time when people are making their online purchases.
In this context, it seems that residents of cities and regions with more free time tend to prefer in-person shopping.
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