Digikala’s book sales report indicates that nearly 4 million books were sold on the platform during 1999. This represents 2.56% of the total number of books published last year. Another highlight of this report is the 447% growth in online book sales in 1999, following the corona outbreak. It seems that in the days of quarantine, people have reconciled with books, and also those who are interested in buying books, have preferred online shopping in person. George Orwell’s 1984 novel is also among Digikala’s top ten bestsellers in 1999.
In these days when social networks and smartphones have become an integral part of people’s lives, books and reading have become more and more abandoned. According to the latest statistics published by the Statistics Center of Iran, in 1999, the per capita reading time of Iranians was 16 minutes and 32 seconds per day. Also, 33.2% of the people in this statistical population have read only one book during the last year.
Now, for the first time, Digikala has published a comprehensive report on online book sales on this platform. The approach of this report is data-driven and statistical to determine the position of the book among the audience and customers of the largest online store in the country. This statistic can be a guide for other market players, book activists, social analysts, cultural policymakers and other actors in the field of e-commerce in Iran.
This report examines the online sales of books in Digikala from the beginning of 1399 and the first six months of 1400. It also deals more precisely with the book market of Iran and the world, the path and history of Digikala in the book market, the social and cultural responsibility of Digikala in the field of books and the behavior and habits of users in buying books.
Books in Digikala
Digikala has been involved in comprehensive development since 2014 and took the first step in the direction of this change in the field of book sales. It is interesting to know that the first non-digital product category in Digikala was books.
On September 22 of that year, the Digikala book group became active with 3770 books, and since then, with an acceptable slope, the number of books available in Digikala has grown every year until today, when we see more than 189,000 books in Iran’s largest online store.
From around 1995-96, when the platform became a marketplace for all businesses, the number of book-based businesses in Digikala has increased more than 37 times. There are currently 1,563 active book businesses in Digikala, and that number is projected to reach 2,100 by the end of the year.
But how many people buy books in Digikala? According to the published report, more than one million Digikala users from 1842 cities of the country have purchased books from this platform.
The number of books sold on this platform during the year 99 was more than 3 million and 900 thousand books. The table below shows that in recent years, book sales in the police market have started with lower sales than retail sales, but now account for 90% of book sales in Digikala.
Another interesting point is the 447% increase in book purchases from Digikala in 1999 compared to 1998. It seems that with the spread of Corona, book lovers have a lot of desire to buy books online so as not to endanger their health by going to bookstores.
Statistics show that the highest sales of a number of books occurred on April 6, 1400, and a record purchase of more than 500,000 books was recorded. In total, 869 thousand books have been sold this month, which is a significant statistic in its kind.
Investigate buyer behavior
According to the report, among all age groups, those born in the 60’s had the most book purchases from Digikala. Also, 61% of book buyers on this platform were men.
A comparison of the ratio of the number of book purchases from Digikala to the population of each province also shows that Tehranians are more interested in buying books online than other provinces. Alborz, Gilan and Yazd provinces are also in the next ranks in this regard.
The lowest ratio of book purchases from Digikala to the population of each province belonged to Sistan and Baluchestan with a ratio of about 2%.
As the report of Digikala shows, in 1999, the book is the tenth most searched product on this platform, which has increased by 18 ranks compared to 1998. Mobile phones, shoes and respirators are also the most searched items in DigiCala last year.
Interestingly, the novel “1984” by George Orwell is among the ten best-selling goods of Digikala in 1999. This book describes a horrible world in which there are only three big countries and these ruthless countries are always at war with each other. This story takes place in the country of Oshinia and its society is divided into three classes and three categories in which writing is prohibited and individual freedoms are violated.
Also, if we combine the statistics of 99 and the first half of 1400, the books “Make Your Bed”, “1984” and “Do Not Destroy Yourself” were the best-selling books of Digikala during this period. The record for the most sales in the first 5 days of release in Digikala was also dedicated to the book “Christian Chronicles”, of which 141 volumes have been sold during this period.
It is interesting to know that a customer of Digikala has bought 19,906 books worth more than 48 million Tomans in one year. Of course, the record of buying books in one order was in the possession of a person from Khorramabad who bought 813 books.
A woman from Qazvin also bought 167 volumes of books in an order from Digikala, which included 25 different titles, and by paying 14 million and 900 thousand Tomans, she paid the highest amount in an order to buy a book.
According to the report, “Technical Analysis in the Capital Market” was the best-selling book among men. The significant returns of stock exchanges and digital currencies and the influx of people into these markets do not seem to be ineffective in recording this record.
Another interesting point of this statistic is that “Uncle Jaz – a summary of Quran teaching” is at the top of the list of best-selling books for people over 45 years old. It seems that people enter middle age and become more interested in religious issues.
From the publication of 117 million books in Iran to the study of online sales in the world
According to official statistics, about 93,000 books were published in 117 million volumes during 1999. This means that 2.56% of all books published this year have been sold at Digikala. The total value of published books is 42,000 billion rials, a percentage of which has been sold in Digikala.
Also, 24% of the books published last year were on the subject of children and adolescents, which shows that the field of books is still successful in producing content and attracting this group.
In the reports that Digikala always publishes, it tries to provide a good view for comparing Iran with the global situation by presenting the statistics of the best online sales in the world. According to the published table, Amazon, the global retail giant, has 48.5 million books available for its customers.
FlipKart and Snapdeal, India’s most popular online retailers, have sold less than 200,000 books. The per capita reading of books in India, one of the most populous countries in the world, seems to be very low.
One of the interesting parts of this report is also the challenge of accessing books in Iran. On average, we have 10 bookstores per 100,000 people in the country, which in some provinces is reduced to three bookstores per 100,000 people.
It seems that due to the lack of acceptance of people to buy books, the fans of this kind friend are facing serious challenges in some provinces, but the online sales platform has provided a good opportunity for them.
You can read the full report of “Digikala and the book” here.