Iran-based marketplace giant Divar says it has cut listing tariffs for selected ads by 10-28% under its dynamic pricing model, aiming to increase transaction success rates for users.
The ad registration fee for “ultra-luxury cars” in the autos vertical has been reduced by 10%, while tariffs for ten key job titles — previously in higher-priced categories — have been reduced by between 16% and 28%, according to the company’s news release.
The move follows tariff reductions in 47 product subcategories last year and is part of its ongoing strategy to improve engagement between advertisers and viewers, Divar said. It added that dynamic pricing adjusts fees proportionally to product type, value and supply-demand conditions, improving the likelihood of successful transactions and creating a better search experience for users.
“Its purpose is to better align fees with listing value”
Dynamic pricing now applies across all categories, with autos under the model for years and recruitment ads added earlier this year, Salar Seyedi, head of pricing at Divar, told the AIM Group.
“Dynamic pricing wasn’t introduced to boost revenue, but its purpose is to better align fees with listing value and improve marketplace outcomes,” he said.
“In the jobs category, our conservative expectation is a 4-5% uplift in published listings attributable to dynamic pricing. For other categories, the mechanism has been in place longer, so we don’t have a clean non-dynamic baseline for comparison.”
Divar.ir is Iran’s largest marketplace horizontal, with more than 46 million registered unique phone numbers. The company is owned by Hezardastan Group, which earlier this year sold its app store Café Bazaar to advertising agency Tapsell to concentrate on Divar.
In a survey conducted last year, secondhand clothing emerged as the most popular category on Divar, followed by mobile phones, furniture and accessories like bags and shoes.
