Snapdeal’s recent Diwali sale, called ‘Kum Mein Dum’ saw the involvement of sellers from physical markets, who brought popular products online. 80% of the buyers chose a regional or a local brand for their Diwali purchases while 20% opted for national or international brands. The comparable percentage was 65% & 35% respectively last festive season.
The growth of lesser-known brands was because of increased choice and a substantial price difference. As part of sale preparations, Snapdeal had conducted a survey of nearly 1.25 lakh users and one of the key insights was user unwillingness to pay for brand premiums this year and instead focus on the functional value of their purchases.
Based on these inputs, the assortment was expanded by on-boarding additional sellers for popular products like kitchen appliances, bed linen, apparel, footwear and fashion accessories. In the run-up to Diwali, Snapdeal also on-boarded 5000 manufacturer-sellers who sold products like water purifiers, choppers and blenders, geysers etc directly from their manufacturing units.
Nearly 70% of the orders were received by sellers located beyond the metropolitan areas. These include sellers in Jaipur, Surat, Ahmedabad and Coimbatore. There was a steady flow of orders to sellers in Avinashi in Tamil Nadu for textiles, Palitana in Gujarat for footwear, Rewa in Madhya Pradesh for gaming accessories, Muktsar in Punjab for herbal products, Birlapur in West Bengal for home decor products.
Four out of every 10 orders placed on Snapdeal were by first time users. During the pandemic, Snapdeal added six million new users on its platform. Post its recent network expansion, Snapdeal also shipped orders to rural places like Palasner in Maharashtra, Abdasa in Gujarat, Kalsi in Uttarakhand, Chitkul in Himachal amidst many others.
With the onset of winters in North India, Snapdeal saw purchases pick up for water heaters, electric kettles and other products like air purifiers and humidifiers. The sale of vacuum cleaners, microfiber dusters, cleaning gloves, kitchen racks have also seen a spike.
While in the previous years, shoppers used e-commerce channels to buy and ship to families and friends in other cities, this year many shoppers in metro cities are sending gifts to people living in the same cities. These include LED diyas, watches, quilts and electronic gadgets like mini bluetooth speakers, earphones, food items like dry fruits and even festive masks.