[3] Its initial success was primarily among non-resident Indians,[3][5] as Internet adoption across India was poor at the time, and conservative parents were hesitant to arrange marriages through a new startup.

[3][5] Despite some early personnel troubles, Shaadi.com saw success over the next fifteen years as Internet adoption increased and people became more receptive to online matchmaking.

[11] In 2014, Shaadi.com launched Shaadi Cares, a social initiative to educate people regarding marital issues, including dowry and domestic violence.

In 2016, Shaadi.com acquired Thrill Group, a startup that included two dating products, Frivil and Fropper, founded by expat entrepreneurs Josh Israel and Devin Serago.

[12] In February 2020, Shaadi.com was criticised in the United Kingdom for having an option to filter out Scheduled Castes from algorithms, which was alleged to be caste-based discrimination in violation of the country's Equality Act 2010.