10 August 2026
11:57 AM
Foreign PolicyWANA News
WANA (Aug 10) – A recent survey by the Social Analysis Center (META) highlights the adoption levels and brand awareness for online daily essential shopping among Iranians aged 15 and older nationwide.
Data collected across five survey waves from February 2025 to May 2026 shows that 30% of Iranians choose online options “almost always” or “sometimes” for their daily shopping needs.
Usage Frequency
- Never: 37.3%
- Rarely: 32.5%
- Sometimes: 24.5%
- Almost Always: 5.7%
A demographic breakdown reveals a notable gender contrast: 62% of women report never shopping online for daily essentials, compared to 38% of men.
Brand Awareness and Top-of-Mind Recall
The study also assessed unaided brand awareness among consumers. Digikala leads the market, coming to mind as the top choice for roughly 40% of respondents. Basalam, Torob, and Snapp follow, while Instagram recorded the lowest recall rate at 2.5% in May 2026.
In terms of overall brand recognition, respondents identified Digikala, Basalam, Torob, Okala, Snapp, and Divar as the most recognized online platforms, respectively.
The nationwide META survey sampled 1,000 individuals aged 15 and above across Iran to examine everyday online purchasing habits and platform market positions.
