TapsiShop’s CMO: We Will Become the Leader of Non-Supermarket Quick Commerce This Year

In recent years, with the expansion of digital technologies and changing consumption patterns, Iran’s e-commerce industry has witnessed significant transformations. Among these, platforms focusing on fast and efficient service delivery have quickly established their place in the market. TapsiShop is one such platform, which, by focusing on the rapid delivery of non-supermarket goods, has become a key player in Iran’s quick commerce (Q-commerce) market. Initially launched as Dartil, the platform rebranded to TapsiShop and, through innovative services and continuous improvement of customer experience, has emerged as a major player in Iran’s market. In an interview with Matin Ershadi, TapsiShop’s Chief Marketing Officer, we explored the platform’s origins, advantages, challenges, and future plans.

What led to the transition from Dartil to TapsiShop, and why was there a need to launch such a platform?

About three years ago, Golrang Industrial Group launched a platform called Dartil within its ecosystem. Later, Golrang decided to integrate and expand its ecosystem by acquiring AloPeyk and Tapsi. Following this merger, we chose to rebrand as TapsiShop and continue our operations as a non-supermarket quick commerce platform under this new name.

How has the transition to TapsiShop impacted Dartil’s operations?

The rebranding from Dartil to TapsiShop can be evaluated from two perspectives. Being part of Tapsi’s ecosystem allowed us to benefit from a network of diverse services, which created synergies and reduced customer acquisition costs. Since the rebranding in July 2024, we have focused heavily on improving the customer experience, leading to enhancements in various metrics. For instance, our Net Promoter Score (NPS) is above 50, our Order Success Rate has reached 95 percent, and our Conversion Rate has doubled across three stages. Additionally, our order volume has grown eightfold in one year. These improvements stem from our focus on service quality and customer experience.

In a competitive market with players like Snapp and Digikala, how does TapsiShop create a competitive edge?

We define TapsiShop as a “store-centric quick commerce platform for non-supermarket goods.” Each word in this definition carries specific meaning. First, we are a quick commerce platform, which is why we focus on deliveries under two hours. This goal, which sets us apart from other e-commerce businesses, is made possible by eliminating intermediate processing centers. Typically, other platforms collect orders from sellers, process and package them at distribution centers, and then deliver them to customers, which can take days. At TapsiShop, we’ve eliminated these processing centers, collecting orders directly from sellers and delivering them to customers. This enables us to achieve deliveries in under two hours.

Our second differentiator is our store-centric approach. Unlike other platforms where customers may choose products from anonymous sellers, TapsiShop customers know exactly which store they are buying from. These stores are typically reputable brands that offer their own after-sales services, ensuring customers of product authenticity, quality packaging, and reliable after-sales support. This store-centric experience is unique to TapsiShop and not offered by other major platforms.

Beyond these core differentiators, we’ve also facilitated purchases through installment plans via various credit providers, which sets us apart from many platforms that rely solely on their proprietary systems. TapsiShop collaborates with three credit providers, offering customers more options.

Given that under-two-hour delivery is one of your main advantages, how do you manage this process and ensure product availability at stores?

We collect goods directly from sellers and deliver them to customers. Sellers update their prices and inventory through their panels, and this information is seamlessly displayed on our platform. This process ensures that 95 percent of orders are successfully delivered. We also collaborate with stores that have integrated inventory systems to keep product availability up to date.

How many product categories does TapsiShop have?

TapsiShop’s products are divided into 10 main categories, which are fairly comprehensive. These include cosmetics and hygiene, home and kitchen appliances, digital products, non-supermarket food items like chocolates and nuts, culture and arts, tools, automotive, gold, and fashion and clothing. These categories have numerous subcategories, covering nearly all domains. In Tehran alone, we have over 2,000 stores.

What are your plans for expanding beyond Tehran and increasing the number of stores?

The good news is that starting this year, TapsiShop will expand its services nationwide.

With expansion to all cities, what happens to the two-hour delivery promise?

Our current goal is to provide a store-centric shopping experience for all Iranians, even if deliveries are not yet rapid. In the next phase, we aim to collaborate with reputable stores in each city to enable users to receive their orders from local stores in under two hours.

How do you control the quality of goods and store services to protect the TapsiShop brand?

As I mentioned, we work with reputable stores that guarantee after-sales services and product authenticity. We also conduct ongoing monitoring to quickly resolve any issues. Additionally, we clearly outline seller commitments on our platform. If a customer faces any problems, we promptly step in to address them. Ultimately, we are committed to addressing any defects or discrepancies, and our return and support processes, like those of other platforms, fully support customers.

What is TapsiShop’s revenue model, and have you reached profitability?

Our revenue model is based on earning commissions from sellers. There are other revenue streams, such as in-app advertising, but these are not our current focus. Regarding profitability, as a startup, we are still in the growth phase, which naturally requires investment, and we have not yet reached profitability. However, our business health metrics are consistently improving, meaning the revenue per order relative to the cost per order is steadily moving toward sustainability, which is why I say we are on the path to profitability.

How much has your sales volume grown during this period?

In one year, our order volume has grown eightfold, and the monetary growth of sales, due to increased order items and price rises, has exceeded the growth in order numbers.

What are your plans for customer retention?

From TapsiShop’s perspective, service quality is the primary driver of customer loyalty. We continuously identify areas for improvement and address customer issues. Being part of the Tapsi super-app also helps us enhance customer loyalty.

Do you have plans to enter markets outside Iran?

At present, our focus is on the Iranian market, and we aim to increase our share in the country’s online market.

What are your plans for the future?

With a year of focus and planning, and with eightfold growth this year, our gap with the other major player in this space is now less than 25 percent. Our goal is to become the leader in Iran’s non-supermarket quick commerce market this year (1404), and we believe we can achieve this. Expanding services nationwide is also on our agenda. Additionally, we are continuously improving service quality and customer experience.