Why Snapdeal failed in India?

 The Unreal Downfall of Snapdeal



"From a billion-dollar unicorn to a forgotten underdog—what went wrong with Snapdeal?"


At its peak, Snapdeal was India’s e-commerce darling, valued at $6.5 billion and competing head-to-head with Flipkart and Amazon. Investors like SoftBank, Alibaba, and eBay backed it, and a $950M merger with Flipkart was on the table. But today, it’s a shadow of its former self.

What led to its downfall? A few key reasons:

🚨 The "Unicorn Bubble" Syndrome – Snapdeal aggressively burned cash in a discount war, but lacked a strong retention strategy. The GMV race blinded it from building long-term customer loyalty.

🌀 Pivot Confusion – Unlike Amazon and Flipkart, which focused on logistics and customer experience, Snapdeal tried shifting from an inventory-led model to a marketplace, and then to a value-driven platform losing focus along the way.

🤝 The Deal That Never Happened – The Flipkart merger could have been a lifeline, but co-founders Kunal Bahl and Rohit Bansal rejected it. In hindsight, could that have been the turning point?

🛑 Leadership & Execution Gaps – While Flipkart and Amazon doubled down on innovation, Snapdeal struggled with execution and scaling its supply chain effectively.

From being India's "Alibaba-in-the-making" to losing the plot, Snapdeal’s story is a case study in strategic missteps. While it’s still around, the market has moved on.

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