Why ShopClues Failed? Case Study Behind The Once Unicorns Downfall


India has witnessed a remarkable journey of eCommerce startups, filled with tales of triumph and occasional setbacks. One such example is ShopClues, an online shopping marketplace that soared to great heights before encountering a rough patch. At its peak, ShopClues even achieved the prestigious status of being India’s fourth unicorn in 2016. However, its success was short-lived, as a series of events led to its eventual downfall. In this article, we’ll delve into the reasons behind ShopClues’ failure, uncovering the story behind its rise and fall.

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Overview ShopClues 

ShopClues, an online marketplace akin to Snapdeal and Amazon India, emerged on the scene 11 years ago in July 2011. The brainchild of Sanjay Sethi, Sandeep Aggarwal, and Radhika Aggarwal, the platform is owned by Clues Network Pvt. Ltd., with its headquarters located in Gurugram, Haryana, India. Serving as a virtual shopping haven, ShopClues catered to the diverse interests of Indian consumers.

One of the noteworthy aspects of ShopClues is it’s strong ‘Made in India’ identity. As the nation sought ways to reduce reliance on Chinese goods, platforms like ShopClues gained prominence. They provided a solution that aligned with the patriotic sentiments and a unified image of India. ShopClues capitalised on this sentiment by offering a wide range of products, both domestic and foreign, at substantial discounts. Notably, the brand strategically focused on Tier II and Tier III cities, catering to their practical needs in areas such as cleaning, kitchen, apparel, electronics, and more. This approach paid off, and within just two years, ShopClues boasted an impressive user base of one million active customers.

The brand’s success attracted major investors, including Tiger Global, Helion Ventures, and Nexus Venture Partners. Forbes India even valued ShopClues at $1.1 billion in 2016, elevating it to the status of a unicorn startup in India.

Why Did ShopClues Fail?

The triumph of an eCommerce venture extends beyond the mere sale of products. It involves navigating through rivalries, managing internal affairs, and overcoming various obstacles to ensure smooth operations and sustained profitability. However, this task is far from easy. ShopClues, too, encountered numerous challenges that ultimately led to its disastrous downfall. Let’s explore some of the prominent issues that plagued ShopClues, contributing to its unfortunate demise:

Competitive Pressure from Industry Giants

When ShopClues emerged in the Indian consumer market, the eCommerce landscape was relatively uncharted. In 2011, the founders seized the opportunity and effectively marketed their products. However, the entry of industry giants like Amazon and Walmart-owned Flipkart in 2014 intensified competition. These established players aggressively promoted their online shopping platforms, leaving ShopClues as the smaller fish in a pond of sharks. Their superior marketing strategies outshined ShopClues’ model, contributing significantly to its downfall.

Authenticity Issues and Brand Perception

ShopClues faced substantial setbacks when it came to product offerings. Initially, the brand aimed to bridge the gap by bringing urban goods to suburban and rural areas that lacked access. Unfortunately, customer complaints started pouring in, alleging that ShopClues was selling counterfeit products. 

The Luxottica Group, owner of Ray-Ban, accused ShopClues of selling Ray-Ban products with fake labels. The Delhi High Court reprimanded the brand for disregarding previous warnings. Such incidents severely damaged ShopClues’ reputation and eroded public trust, leading to a negative perception of the brand.

Quality Concerns and Customer Dissatisfaction

In addition to counterfeit products, ShopClues also faced complaints regarding poor product quality. Despite attractive discounts and enticing offers, customers received subpar goods that did not meet their expectations. Reports of scams, delayed deliveries, and difficulties in obtaining refunds started to circulate. The lack of responsive customer support further aggravated the situation. These experiences created a sense of frustration and disappointment among users, significantly impacting ShopClues’ image and customer satisfaction.

Internal Turmoil and Leadership Controversies

ShopClues was marred by a series of internal controversies. In 2013, founder and CEO Sandeep Agarwal faced insider trading allegations, leading to his arrest in the United States. He subsequently pleaded guilty and resigned from his role as CEO. The year 2017 witnessed further turbulence as Agarwal publicly accused his estranged wife, Radhika, of orchestrating his ousting from the company. 

Their public feud escalated with disputes over voting privileges and allegations of fraud. Agarwal’s Facebook post, which demeaned his wife, added fuel to the controversy. He even filed a case of criminal defamation against Sethi and Radhika, claiming they downplayed his contributions as the creator and founder of ShopClues. These internal scandals created a distorted public image of the platform and affected its overall stability.

Change Of Customer Mindset

With a lack of dynamic and innovative business strategies and adaptability, ShopClues faced an uphill battle when established players entered the market. Platforms like Amazon and Flipkart gained popularity and consumer trust, while ShopClues struggled to retain its customer base. This resulted in a significant exodus of consumers towards other platforms.

Cost Cutting 

Faced with continuous failures, ShopClues resorted to extreme cost-cutting measures. The company implemented frequent layoffs, letting go of hundreds of employees each year starting in 2016. In 2017 alone, over 200 employees were laid off. ShopClues witnessed a remarkable 60% reduction in expenses between 2018 and 2020. The advertising and promotional budget was slashed by 80% in 2018 and further reduced to 60% in 2019. The company eliminated shipment costs entirely in 2020. It is presumed that transportation and hiring charges were also significantly cut.


ShopClues had the potential to become a successful eCommerce platform with a viable business model. However, various factors, such as intense competition, a lack of strategic initiatives, and unclear operational frameworks, led to the company’s downfall. Internal affairs and ineffective handling procedures further contributed to ShopClues losing its once-prominent position and becoming an obsolete business.