Nearly 80% of Snapdeal’s Diwali shoppers chose regional, local brands

Snapdeal on Wednesday published findings from its “Kum Mein Dum” Diwali sale. According to the e-commerce platform, offline sellers and value powered up online this festive season.

According to Snapdeal, 80% of buyers chose a regional or a local brand for their Diwali purchases vis-à-vis 20% who opted for national and internal brands. The ratio was 65% and 35% respectively last year.

“The strong growth of lesser-known brands relative to national/international brands was because of two key reasons: 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,” according to the report.

At the end of the “Kum Mein Dum” Diwali Sale, nearly 70% of the orders were received by sellers located beyond the top 5 metropolitan areas of the country. These include sellers in cities such as Jaipur, Surat, Ahmedabad, and Coimbatore.

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Sellers located in Delhi NCR, Mumbai Metropolitan Region, Kolkata, Chennai & Bengaluru accounted for nearly 30% of the total sale orders on Snapdeal.

According to the e-commerce company, over 90% of Snapdeal’s orders were placed from non-metro cities. It added that 4 out of every 10 orders placed on Snapdeal were by first time users.

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During the pandemic, Snapdeal had added more than 6 million new users on its platform. It said that populous cities like Nagpur, Vijayawada, Surat, Bhopal, Chandigarh, Visakhapatnam, Ranchi, Patna, Guwahati and others continued to drive orders on Snapdeal.

Smaller cities like Sagar (Madhya Pradesh), Raniganj & Durgapur (West Bengal), Patiala & Gurdaspur (Punjab), Anand, Bharuch, Una, (Gujarat), Miryalaguda (Andhra Pradesh) and Bhimavaram (Telangana) also clocked impressive order volumes. Snapdeal on Wednesday published findings from its “Kum Mein Dum” Diwali sale.