In the fast-paced world of e-commerce, some days aren’t just a regular date on the calendar; They are milestones that chart the course of the retail market for the coming year. black friday (Black Friday) or “Black Friday”, which is known in the world culture as the biggest shopping festival of the year, has traveled an ups and downs path in Iran to reach today’s position. But what happened in Digikala in 1403 was more than a copying of foreign examples. DigiCala managed to localize this event and move records that even the most optimistic market analysts did not foresee.
If in the past years people were talking about familiarizing themselves with the concept of online shopping and initial trust, the statistics of 1403 showed that we have strongly rejected this stage and now we have entered the era of “mass online shopping”. But last year’s success story does not end here. The published documents and plans of Digikala’s strategy for 1404 show that the platform plans to redefine the “media power of TV” and “gamification” by combining black friday provide
In this analytical and comprehensive article, we intend to do a detailed autopsy of the achievements of 1403 in two separate but related sections, and then, for the first time, examine the roadmap, timing and smart strategies of 1404 in full detail.
looking back; The storm of numbers in Black Friday 1403
To understand the magnitude of what is going to happen this year, we must first know what earthquake happened in the online market last year. Statistics do not lie and the numbers recorded in the campaign black friday 1403 digital goods is an amazing story of changing behavior of Iranian consumers.
41 million visitors; Half of Iran in one site!
According to the published official report, during the campaign period of 1403, Digikala hosted 41 million Unique User ID visitors. Let’s think about this number a bit. The population of Iran is about 85 million people. When 41 million unique identifiers are registered, it means that the penetration rate of this platform has reached such a level that almost one out of every two Iranians has been involved in this campaign. This volume of incoming traffic was a great test for the technical infrastructure, which was passed successfully.
But visiting alone is not enough; Converting visits to purchases (Conversion Rate) is the main art. The result of this unique reception was the registration of 1.53 million definite orders. Finally, 7.8 million items were sold. This means, on average, there were more than 5 products in each shopping cart. This indicator shows that users black friday They see it as an opportunity to “bulk up” and fill their home pantries, not just single product purchases.
golden days
In every big advertising campaign, there are days when demand pressure reaches a boiling point. in black friday 1403, two dates became immortal in Iran’s commercial calendar: Azar 1 and Azar 9.
1. The miracle of December 1st
The beginning of the first phase of the campaign on December 1 was so overwhelming that it left a strange record. In the first 24 hours alone, 450 billion Tomans worth of goods were sold. A turnover of 450 billion in one day for an online platform shows the power of concentrated liquidity that users had saved for the day.
2. Human traffic on the 9th of Azar
Azar 9, which coincides with the main day black friday was, the traffic record was broken at the same time. At 12 noon, 1.13 million people (Concurrent Users) were present on the site and application. Imagine 11 Azadi stadiums, which are full of people, all enter a store at the same time! On this historic day, 1 million items were purchased by users so that 9 December 1403 was recorded as one of the busiest days in the history of the Internet in Iran.
Who were the big winners? (category analysis)
One of the most interesting parts of the 1403 performance report is the examination of the growth of brands in different categories. Digikala has compared the 10-day sales of the campaign with the average sales of the first 10 days of each month.
- Wonders in fashion and clothing: Perhaps the strangest statistic is related to this industry. “Chermiran” brand with incredible growth, 1048 percent sales growth of a number And it experienced 948% growth of riyals. This means that the 10-day sale was equivalent to months of normal sales. “Shima Shoes” was another star of this sector with a 331% growth of rials.
- Invasion of supermarket goods: In inflationary conditions, people buy smartly. “MyBaby” brand had a 138% sales growth, and interestingly, it registered the highest order of the entire year 1403 exactly on the second day of the campaign. Mustafavi’s saffron also proved that traditional goods are also in with 265% growth of riyals black friday have requests
- Beauty and health record breaking: “La Farrer” brand appeared beyond all expectations. This brand not only had a 458% increase in number, but also managed to sell 70% more than the set “Target”.
- Confidence in buying gold and household appliances: Gold brands such as ModoPod experienced growth of over 130%, and in the heavy household appliances sector, the “Xvision” brand (especially refrigerators) had a 92% growth in Rial sales.
A look into the future; Road map 1404
After reviewing the last year, the main question is: What is Digikala’s plan to repeat and improve this success in 1404? The available documents show that the map designed for this year is much more ambitious, complex and interactive. The 1404 strategy is based on three main pillars: Precise multi-stage timing, unprecedented media synergy and gold award-winning gamification.
1. Executive calendar and smart phasing
To avoid sudden pressure on servers and logistics, as well as to distribute the purchase opportunity to all users, Digikala has divided the 1404 campaign into precise steps:
- November 15: The beginning of the countdown and creating excitement (Teasing Phase).
- November 20 (special start): The beginning of the campaign for “Digiplus” users.
- November 30: Opening the gates black friday For Plus users on a wider scale.
- December 1 (big day): The start of the first phase of the public campaign. According to last year’s experience, it is expected that the record of 450 billion will be broken on the same day.
- December 7: The start of the second phase (the second wave of new products and discounts).
- December 8: Celebrating the end of the campaign and the final auction (After Party); Last chance to buy.
2. conquest of television; 3400 spot strategy
The biggest difference black friday 1404 is a full-fledged alliance between Digikala and the national media. This year Digikala plans to use the “power of TV penetration” to drive traffic to the digital platform.
According to the plan, more than 3400 TV spots During 10 days, the campaign will be broadcast. This amount of advertising means that the Black Friday message will be heard every hour the TV is on.
3. treasure hunting; Digikala gives gold!
Perhaps the most interesting and different part of the 1404 program is the “user engagement” strategy. Digikala’s marketing team realized that the discount alone is not enough; Shopping should be fun and exciting. For this reason, this year’s campaign with a tempting slogan “Digikala gives 1 kilo of gold as a reward to its customers” has been accompanied
“Treasure Hunt” Game Mechanism
This is an interactive game that engages users for hours. At certain hours of the day, the game starts and users have to search through the different pages of the site and among the product images to find the “Gold Voucher Codes”. Rewards range from 1 mg to several grams of gold.
This strategy pursues several important goals:
- Increasing time on site
- Visit different goods
- go viral
- Geographical concentration and financial services
Influence strategy in the provinces:
Tehran is no longer the only playground. in black friday 1404, Digikala has a special focus on 9 key provinces: Alborz, Isfahan, Razavi Khorasan, Mazandaran, Shiraz, Gilan, Khuzestan, Tabriz and Urmia.
In addition to urban billboards, the most important stimulus to attract customers of the city, “Free Shipping” is Eliminating the cost of logistics, which has always been a big obstacle for users in cities, can greatly increase the market share of digital goods in these areas.
Purchasing power with DigiP:
Due to the inflationary conditions, liquidity is always a concern for users. Digikala in collaboration with its financial arm (DigiPay), possibility Installment purchase has provided “One-Step” and “Four-Step” checkout plans allow users to fill their carts without heavy financial strain. This feature is a great competitive advantage, especially for buying home appliances and digital goods.
5. Business Opportunities for Brands (B2B)
Digikala also has special programs for its business partners. Various sponsorship packages have been designed from economy to VIP level:
- Economy packages: Including presence in main sliders, exclusive badge, and click ads with billion discounts (for example, 8 billion package for 6 billion).
- TV packages: The possibility of the presence of brands in the Broadcasting Conductor with the financial support of Digikala.
- Special offer: Providing free services such as a one-year dedicated brand page and data analysis dashboard for buyers of large packages.
year 1404; More than a store
Reviewing the brilliant track record of 1403 and analyzing the bold plans of 1404 show that Digikala is changing the retail playing field in Iran. black friday It’s not just the time for 50 and 70% discounts anymore; Rather, it has become a complex and complete ecosystem of “media”, “entertainment and games”, “fintech” and “logistics”.
When 41 million visitors enter the platform in a 10-day period and brands like Chermiran experience a 1000% growth, the message of the market is clear: Online shopping in Iran has reached full maturity.
Now with the addition of seasonings such as gold bullion prizes, widespread television broadcasts and the possibility of buying installments, Black Friday 1404 It has the potential to move all the records of Iran’s internet history once again. If you’re a shopper, get your shopping list ready, and if you’re a business owner, this is the biggest wave you can ride. The fall of 1404 will undoubtedly be the hottest season of e-commerce in Iran.
Source: Digikala Mag
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