Snapdeal
Snapdeal is India's leading value e-commerce platform that has helped Indian e-commerce grow beyond just brands and urban users. Nearly 80% of Snapdeal's users come from non-metro locations highlighting its deep reach across the length and breadth of the country.
Snapdeal hosts a wide selection of good quality, value-priced merchandise across fashion, home, beauty & personal care, general merchandise, and other categories.
With more than 200 Mn app installations, it is one of India's top online shopping destinations. According to a recent global consulting firm Kearney industry report, the growing number of value-conscious online shoppers is reshaping India's e-commerce landscape.
Value-conscious online buyers focus on finding affordable products that meet their needs of desirable quality, durability, and trendiness. The typical shopping behaviors and demands of these consumers have led to the rise of value e-commerce - differentiated business models optimized to serve the needs of value-conscious online customers. Currently estimated at $4Bn, the value of e-commerce in India is expected to grow fast and reach $40 Bn by 2030.
But, who buys from Snapdeal?
It’s a fair question from an audience that may not be in our core target group, hence I thought it would be good to answer this. There are many significant brands in India that are not in the urban sub-consciousness and we do realize that we happen to be one of them.
Snapdeal’s journey is about Bharat’s growing aspirations. It is about an incredibly diverse society that is rapidly embracing a digital tomorrow – buying through their phones, sharing on Whatsapp and entertaining themselves through YouTube and short video apps. It is about a new Bharat, where instead of waiting for their parents to take them shopping, the children are helping their parents navigate the endless aisles online. It is also about families – in cities big and small – sharing the same dreams and finding that it is possible to live them – on their terms. Some of the top towns and cities where our customers live are Malapuram, Cuddapah, Salem, Kalyan, Silchar, Nagaon, Sangli, among others.
Building Snapdeal 2.0 has meant creating all the required underlying capabilities to serve value-savvy users, staying within the guardrails of good economics, and moving fast with bold and decisive steps.
Here are how we did it and some of our learnings along the way:
- Sharp focus on a core audience
- Value is not the same as cheap
- Making strategic choices
- Disrupting ourselves for Enhancing Quality
- Power Brands for an enhanced experience
- UniMove for lower supply chain costs
- Follow the customer through Omnichannel
- Unit Economics as the North Star
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