Farako

What Farako does

Farako (legal name: Mandegar Ertebat Faravira, ماندگار ارتباط فراویرا) is an Iranian e-commerce platform founded in 2020 and headquartered in Tehran, specializing in the online retail of digital electronics including laptops, mobile phones, tablets, monitors, gaming consoles, wearables, headphones, and accessories. The platform carries 728+ laptop SKUs spanning major global brands (Asus, Lenovo, Acer, HP, Apple, Samsung, Xiaomi, Sony, Microsoft) and extends into adjacent lifestyle categories such as travel and home goods. Its core technology stack is a WooCommerce-based storefront (farako.com) with an internal wallet system (Farako Wallet / Kif Pool) and real-time inventory management for digital products.

The defining commercial feature of Farako is its integrated installment-purchase stack: the platform aggregates six BNPL/credit providers (Moneysa, DigiPay, Tara, Azkivam, Lando, Vansi) plus bank-backed gateways (Bank Mehr, Bloobank/Bank Saman), enabling credit-based purchases up to 130 million Tomans over 12-24 months without a guarantor (cheque-based or promissory-note-based underwriting). Moneysa is the primary BNPL partner, with Farako selling through Sorena Hamrah Bartar as the designated installment seller. Distribution is exclusively domestic — Iran-only — via owned e-commerce, in-person pickup at the Tehran office, and a Torob marketplace listing.

The go-to-market combines product-led growth (self-serve catalog, advanced multi-dimensional filtering, installment as the core acquisition lever) with sales-assisted support (phone line 021-58995000, live chat, in-person pickup). Marketing is driven by the Faramag editorial blog (technology news, buying guides, installment tutorials), SEO-optimized category pages, brand promotional pages, and a newsletter. Customer segments are horizontal, spanning students, young professionals, gamers, and mobile/wearable buyers. The company is privately held, founder/owner-operated with approximately 15 employees and no disclosed external funding.

Name

Farako

Legal name

Mandegar Ertebat Faravira (ماندگار ارتباط فراویرا)

Website

https://farako.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Farako is an Iranian B2C e-commerce retailer headquartered in Tehran that sells laptops, phones, gaming consoles, wearables, and digital accessories from major global brands, differentiating through an integrated six-BNPL installment checkout (up to 130M Tomans, 12-24 months) and nationwide shipping.

Ownership category

akta.pro rank

Product category

Consumer Electronics Online Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Computer & Computer Software Stores (5734), Retail-Variety Stores (5331)

akta.pro primary industry

Buy Now, Pay Later (BNPL) (CRAFALAD)

akta.pro secondary industries

BNPL Platform Infrastructure (APIs, Orchestration, Merchant Tools) (FSAKACAE), Vertical-Specific BNPL (e.g., Healthcare, Travel, Home Improvement) (FSAKACAK), In-Store / In-Person BNPL (POS) (FSAKACAB)

Keywords

• Consumer electronics retail
• Online electronics store
• BNPL installment payments
• Mobile phone retail
• Gaming console sales

Headquarters

HQ city

Tehran

HQ country

Iran

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Electronics Hardware Sales: Farako generates revenue primarily through direct retail sales of digital electronics including laptops, mobile phones, tablets, monitors, gaming consoles, smartwatches, headphones, and accessories. Products are sold at marked-up retail prices with the option of cash or installment payment. The company sources products through importation and distribution channels in Iran.
2. Installment Processing Fees: When customers use installment payment platforms (e.g., Moneysa), Farako facilitates the transaction and may earn processing or facilitation fees. The Moneysa platform description mentions both cash and installment fee structures.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Farako is an Iranian online retailer of digital electronics, offering laptops, smartphones, tablets, monitors, gaming consoles, wearables, audio devices, and accessories. Its core differentiator is the integration of installment-purchase (BNPL) options through six external financing partners directly at checkout, allowing consumers to buy higher-value electronics on credit. The platform is operated by the legal entity Mandegar Ertebat Faravira (ماندگار ارتباط فراویرا), founded in 2020 in Tehran.

Product overview

Farako is an Iranian e-commerce platform (legal name: Mandidar Ersal Faraveirā / ماندگار ارتباط فراویرا) specializing in digital products. The platform operates as a unified online store offering laptops, mobile phones, tablets, monitors, gaming consoles and accessories, headphones and speakers, smartwatches and wearables, computer accessories, and mobile/tablet accessories. The portfolio also extends to travel and home lifestyle products. Farako functions as both a retail platform and an authorized distributor, offering products from brands such as ASUS, Lenovo, Acer, HP, Apple, Samsung, Xiaomi, Sony (PlayStation), Microsoft, and others, with an emphasis on installment purchasing options. The platform provides an integrated installment financing service (خرید اقساطی) through six partner platforms (Moneysa, DigiPay, Tara, Azkivam, Lando, and Vancy) that enables credit-based purchasing at checkout without requiring a guarantor in most cases. The product lineup is organized by category (laptops, mobile, monitors, gaming, etc.), with each category further subdivided by brand, use case, and technical specifications. The platform also publishes editorial content via its Faramag magazine.

Differentiator

Problem solved

Functional benefit

Products and services

• Laptops Aggregated catalog of laptop SKUs from multiple brands and configurations, available with installment (BNPL) purchase options for individual consumers in Iran.
• Mobile Phones Smartphones from multiple brands sold to individual consumers with warranty and optional installment payment.
• Tablets Tablet devices available for individual purchase with installment financing options.
• Monitors Computer monitors and display devices sold to consumers and small-office buyers.
• Gaming Consoles and Accessories Gaming consoles and related accessories sold to individual consumers, with installment purchase supported.
• Wearables (Smartwatches and Smartbands) Smartwatches and smartbands from multiple brands available for individual purchase.
• Audio (Headphones, Headsets, Speakers) Headphones, headsets, and speakers from multiple brands sold to individual consumers.
• Computer and Mobile Accessories Accessories for computers and mobile devices, including peripherals, cases, and related add-ons.
• Travel and Home Products Travel- and home-oriented products offered through the Farako storefront as adjacent inventory.
• Installment Purchase Service (BNPL) Checkout-level installment payment service that integrates six external BNPL financing partners, allowing consumers to purchase higher-value electronics on credit directly on Farako.com.

Quantifiable outcome

• Installment purchase limit up to 130 million Tomans with 24-month repayment and no guarantor required

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

One partnership is on record.

• Moneysa (مانیسا)coreTechnology or IntegrationMoneysa is the primary BNPL/installment financing partner of Farako, enabling customers to purchase products on credit up to 130 million Tomans without a guarantor. Moneysa uses cheque-based (صیادی) credit with repayment terms of 12, 18, or 24 months. Two payment gateways are supported: Bank Mehr (12 or 18 months) and Bloobank/Bank Saman (18 months with 1-day approval). Farako sells through Sorena Hamrah Bartar (سورنا همراه برتر) as the designated seller for Moneysa installment purchases.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• B&H Photo Video: US specialty e-commerce retailer focused on laptops, cameras, audio gear and consumer electronics, with deep catalog filtering and enthusiast content. Comparable in catalog density, brand breadth and self-serve purchasing experience to Farako's electronics storefront.
• Bamilo: Iranian general-merchandise e-commerce platform (now part of the Snapp ecosystem) that historically competed in consumer electronics and home goods. Shares Farako's domestic market, single-country footprint and installment-driven electronics positioning.
• Newegg: North-American online specialty retailer focused on PC components, laptops, gaming consoles and consumer electronics. Closely comparable in catalog depth, enthusiast-segment targeting and self-serve browse experience — a useful international analogue for Farako's electronics-first model.
• Micro Center: US specialty retailer for PCs, components and consumer electronics, combining dense catalog with in-store pickup. Comparable in target buyer (tech-savvy enthusiasts, students, gamers) and in the hybrid browse-then-collect purchase flow that Farako offers at its Tehran office.
• Emalls: Iranian online marketplace aggregating multiple retailers across electronics, home appliances and digital products. Comparable as a parallel domestic channel that competes for the same electronics-shopper audience Farako targets, particularly via Torob-driven traffic.

Broad incumbents

• Digikala: Iran's dominant consumer e-commerce platform, with broad electronics assortment and its own BNPL/payment arm (DigiPay), which Farako actually integrates. Digikala is the principal scale competitor in the same electronics-retail category and sets the ceiling on pricing and traffic dynamics.
• Best Buy: Large multi-format consumer-electronics retailer combining online storefront with in-store pickup, installation and financing offers. The international analogue for Farako's hybrid online/offline electronics model plus BNPL-style installment/checkout options.

Others

• Torob: Iran's leading price-comparison and product-discovery platform, on which Farako is listed (torob.com/shop/18131). Functions as a demand-aggregation channel rather than a competitor, but heavily shapes price transparency and shopper acquisition economics for electronics retailers in Iran.
• Moneysa: Iranian BNPL/installment platform that powers Farako's primary financing flow (up to 130M Tomans, 12–24 months). Not a direct retail peer, but a critical upstream partner that determines credit economics, approval speed and the affordability hook that differentiates Farako.
• Azkivam: Iranian online credit/loan platform that operates as one of Farako's six installment partners at checkout. A financing-ecosystem peer rather than a retail competitor, but its underwriting, approval speed and fee structure materially affect Farako's conversion on higher-ASP purchases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/farako

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farako