Snapdeal reports connecting to diverse customer demographics through ONDC, fashion goods prove popular

Multi-brand e-commerce platform Snapdeal has connected to diverse customer demographics by joining the government’s Open Network for Digital Commerce a year ago. The business has seen apparel prove popular amongst buyers on the platform and has reported orders from both large and small cities across the country.

“The customer profile coming via ONDC is diverse, encompassing a wide range of cities and age groups,” Snapdeal’s CEO Himanshu Chakrawarti told ET Digital in an interview. “Orders originate from major cities like New Delhi, Hyderabad, Bengaluru, Mumbai, Chennai, Pune, Kolkata, Jaipur, Ahmedabad, Lucknow, Gurugram, Guwahati, and Ghaziabad. Orders also come from smaller cities such as Surat, Ernakulam, Srinagar, Jammu, and Thiruvananthapuram, reflecting the platform’s reach across both urban and smaller cities.”
 
Snapdeal has found that the most frequently purchased products on its platform through ONDC are men’s clothing and footwear, women’s ethnic apparel, fashion accessories, personal care and grooming goods, and kitchenware and home improvement goods. Snapdeal focuses on value retail and has recently onboarded more than 1,200 labels, many of which are in the value fashion segment, to respond to the high demand for affordable fashion goods from shoppers across the country.
 
The business has seen male buyers on ONDC represent 70% of its customer base aged between 21 to 40 years old. This age demographic makes up around 60% of its total orders connected to the platform, ET Bureau reported.