Ecommerce platform Snapdeal has reported a 73% year-on-year increase in its fashion customer base during the four-week Diwali festive period in 2026, compared with the corresponding period in 2025. The growth came amid higher demand for affordable fashion and lifestyle products, particularly among consumers in smaller Indian cities.
According to the company, fashion remained a major contributor to its festive business, with women's western wear recording nearly twice the growth compared with the previous Diwali season. Categories such as trousers, co-ord sets, dresses, gowns and shapewear attracted higher customer interest during the period.
The platform also reported increased participation from younger shoppers, with Gen Z consumers accounting for a significant share of customer growth. Oversized round-neck T-shirts, high-rise jeans, trousers and boot-cut jeans were among the popular fashion choices.
Fashion Demand Rises
Women's western wear emerged as one of the strongest-performing categories during the festive period. The growth across dresses, co-ord sets and other contemporary clothing categories points to continued demand for trend-based fashion at affordable prices.
The company said younger consumers showed interest in casual and contemporary clothing styles. Products such as oversized T-shirts and high-rise denim were among the preferred choices, indicating demand for everyday fashion alongside festive shopping.
The increase in fashion customers also reflects the growing role of value-focused online platforms in the apparel market. Consumers looking for lower-priced clothing are increasingly using digital marketplaces to explore different styles and product categories.
Orders From Smaller Cities
Non-metro markets accounted for more than 82% of Snapdeal orders during the four-week festive period. Tier-II and smaller cities alone contributed 65% of the total orders, according to the company.
The figures indicate that online fashion shopping is expanding beyond major metropolitan markets. Consumers in smaller cities are contributing a large share of demand for affordable clothing and lifestyle products.
This trend is also creating opportunities for sellers based outside major commercial centres. As online marketplaces reach more customers in emerging consumption markets, sellers from smaller cities are getting access to a wider customer base.
Prepaid Payments Increase
Snapdeal also reported a 130% year-on-year increase in prepaid orders during the festive period. The growth indicates a rise in transactions completed through digital payment methods rather than cash on delivery.
The shift towards prepaid transactions can reduce dependence on cash collection during delivery and may help improve order processing. However, the company did not disclose the share of prepaid orders in its overall festive sales or provide a breakdown by payment method.
Alongside customer growth, the platform reported a 71% increase in its fashion seller base during the period. The expansion was particularly visible in smaller cities, where the number of fashion sellers more than tripled.
Seller Network Expands
Snapdeal reported seller growth across several emerging markets, including Alwar, Hosur, Karnal, Mau, Banda, Amroha, Roorkee, Solapur, Safidon, Jaynagar Majilpur, Ajmer, Sanand and Fatehabad.
The expansion suggests that smaller business centres are becoming more active in online fashion commerce. Sellers operating from these locations can use digital platforms to reach customers in other cities without depending entirely on local retail demand.
Commenting on the festive performance, Achint Setia, CEO of Snapdeal, said, "The festive season performance reflects the growing appetite for trend-led fashion among value-conscious consumers of Snapdeal. We are seeing younger shoppers increasingly embrace contemporary fashion styles, while consumers across smaller cities are becoming more comfortable discovering and purchasing fashion online."
He added that the growth in consumer demand was also accompanied by increased participation from sellers in emerging markets.
What is Snapdeal
Snapdeal was founded in 2010 by Kunal Bahl and Rohit Bansal, Snapdeal is an Indian e-commerce company headquartered in Gurugram. The platform follows a marketplace business model, connecting independent sellers with customers through its online shopping platform.
Companu focuses on affordable products across categories such as fashion, footwear, home goods, beauty and lifestyle products. The company has increasingly positioned itself around value-focused shopping, targeting consumers beyond major metropolitan markets.
Latest Shopping Figures
The latest festive figures highlight the contribution of smaller cities and younger consumers to Snapdeal fashion business. The rise in prepaid orders and seller participation also points to changes in how customers and merchants are using online marketplaces.
However, the company has not disclosed its total festive sales value, average order value or overall revenue growth for the period. The reported increase in fashion customers therefore provides a measure of category expansion rather than a complete picture of its financial performance.
The next challenge for the platform will be to retain these customers beyond the festive season and maintain seller participation as demand moves into regular shopping periods.
