Iran’s fast-moving consumer goods (FMCG) market is experiencing rapid growth and transformation with technological advances and changing consumer preferences. Among the key players in this sector are Snapp Supermarket, Tapsi, which was recently purchased by Golrang Group, and Digikala Supermarket, including Digikala Jet and Fresh. This article, prepared by the Vira team, aims to provide a comprehensive comparison of these three platforms, examining their market strategies, offerings, and their potential impact on Iran’s FMCG landscape.
Snapp Supermarket (Snapp Market and Express)
Overview: Originally known as a ride-hailing service, Snapp has expanded into various sectors, including food delivery and supermarket shopping. As one of the important players in Iran’s online supermarket shopping market, Snapp Supermarket benefits from its extensive logistics network and user base. This section itself is divided into two sections, the first section is Snapp Market, which is the result of the cooperation of two major companies, Snapp and Hyperstar, to send the goods needed by users as soon as possible. The second part is Snapp Express, which covers immediate purchases from local and chain supermarkets with the slogan of delivery within 30 minutes.
Key features in FMCG:
- Wide range of products: Snapp Supermarket offers a wide variety of FMCG products including fresh fruits and vegetables, dairy products, packaged foods, and home appliances.
- Convenience: Snapp’s platform allows customers to easily order through their smartphones by providing a user-friendly interface.
- Delivery network: With a strong logistics infrastructure, Snapp ensures timely delivery in major cities of Iran.
- Discounts and promotions: Regular promotions and discounts attract a wide range of customers.
Market Position: Snap Supermarket is quickly recognized as a market leader due to its strong brand recognition, efficient logistics, and competitive prices.
Tapsi (Golrang group)
Overview: Initially operating as a competitor in the automotive application industry, Tapsi was recently acquired by Golrang Group. This purchase marks the entry of Golrang Group into the online supermarket shopping segment, which benefits from Tapsi’s technology and customer base.
Key features in FMCG:
- Integration with Golrang Products: Tapsi is expected to offer Golrang a wide range of FMCG products, benefiting from the group’s extensive manufacturing capabilities.
- Technology-driven: Leveraging Tapsi’s existing technology platform to ensure a smooth and efficient user experience.
- Strategic expansion: With the financial support of Golrang Group, Tapsi aims to quickly expand its operations and strengthen its presence in the market.
Market Potential: Given Golrang Group’s extensive resources and experience in the FMCG sector, Tapsi is poised to become a major competitor and transform the market with innovative offerings and aggressive marketing strategies.
Okala
Overview: Okala is one of the sub-categories of Golrang Industrial Group, which operates to provide supermarket products online. This platform benefits from the strong support of Golrang Group, which enables it to offer a wide range of high-quality products. It is expected that due to the conversion of Tapsi into a super application and its purchase by Golrang Group, Okala will be integrated with the Tapsi super application.
Key features in FMCG:
- Domestic Products: Okala offers many saffron products, including food, hygiene products, and detergents.
- Quality and variety: Due to Golrang Group’s support and the many branches of Ofogh Korosh stores, Okala can guarantee a high quality and variety of products.
- User-friendly platform: Okala has an easy and user-friendly platform that allows customers to shop quickly and conveniently.
- Fast Delivery: Using an extensive logistics network, Okala provides quick and timely delivery.
Market position: Due to the strong support of Golrang Group and its focus on product quality, Okala has been able to quickly take a significant share of the online supermarket shopping market.
Comparison of Okala with other supermarkets
Snapp Supermarket:
- Advantages: wide logistics network, frequent discounts, friendly user interface.
- Comparison: Okala can be superior in terms of product quality and Golrang Group support.
Digikala Supermarket:
- benefits: Wide range of products, super fast delivery with DigiKala Jet, and customer loyalty programs.
- Comparison: Okala may have an advantage in product quality and a variety of domestic products, but Digikala is a leader in technology and user experience.
Digikala supermarket (Digikala supermarket and jet section)
Overview: Digikala, Iran’s largest e-commerce platform, has expanded to the supermarket shopping segment with Digikala Jet and Digikala Farsh, targeting different market segments.
Key features in FMCG:
- DigikalaJet: Focuses on ultra-fast delivery of essential items and aims to complete orders within 30 minutes to an hour.
- Digikala Farsh: offers a wide variety of fresh produce including fruits and vegetables, meat, dairy, and other perishable goods, and emphasizes quality and freshness.
- Wide range of products: Similar to its e-commerce platform, Digikala Supermarket also offers a comprehensive range of FMCG products.
- Customer loyalty programs: Digikala uses its existing customer loyalty programs to attract and retain supermarket customers.
Market Position: Digikala’s strong brand reputation, extensive logistics network, and customer loyalty programs position it as a strong player in the online supermarket shopping market.
Comparative analysis in the FMCG market
Access and accessibility of the market:
- Snapp Supermarket: Wide reach in big cities by taking advantage of Snapp’s existing logistics.
- Tapsi (Golrang group): Potential for rapid expansion given the resources of the saffron group but in the early stages.
- Digikala supermarket: Wide access by using Digikala e-commerce infrastructure.
Range of products:
- Snapp Supermarket: Wide range of products and frequent promotions.
- Tapsi (Golrang group): It is expected to integrate diverse Golrang products.
- Digikala Supermarket: A comprehensive range of products including super fast delivery of essential items and fresh produce.
Technology and user experience:
- Snapp Supermarket: User-friendly interface and efficient delivery tracking.
- Tapsi (Golrang Group): Utilizing the existing technology of the Tapsi car request platform.
- Digikala Supermarket: Advanced technology platform and integration with Digikala e-commerce site.
Promotions and loyalty programs:
- Snapp Supermarket: regular promotions and discounts.
- Tapsi (Golrang Group): Potential for aggressive advertising with financial support from Golrang.
- Digikala Supermarket: Strong loyalty programs and customer incentives.
Conclusion
The competition in Iran’s online supermarket shopping market is increasing with the lead of Snap supermarket, Tapsi (under Golrang group), Okala, and Digikala supermarkets. Each platform has its unique strengths, from Snap’s logistics network and Digikala’s comprehensive e-commerce experience to Tepsi’s potential backed by Golrang Group’s resources. Consumers will benefit from increased options, better service, and competitive pricing as these platforms compete for market dominance.