Flipkart-owned fashion retailer Myntra has started testing a four-hour delivery service in select cities, including Bengaluru and New Delhi. This trial phase offers quicker delivery for a limited range of items, marking a shift from the platform’s usual 2-3 day delivery timeframe. The move comes in response to the rising demand for fast deliveries in India’s booming quick commerce sector, and Myntra plans to expand this service to more cities by the end of the year.
Quick Commerce Gains Momentum
Myntra’s decision to explore four-hour deliveries aligns with the growing trend of quick commerce, which is especially popular in categories like groceries and office supplies. Companies like Blinkit and Zepto have set the standard by offering deliveries in as little as 10-15 minutes. Myntra’s entry into the fast delivery race shows the growing expectation from consumers for shorter wait times on online purchases across different sectors.
Impact on India’s E-Commerce
This development signals a broader shift in the Indian e-commerce industry. Amazon and Flipkart, Myntra’s parent company, are also eyeing the rising demand for quick services. While Amazon has yet to fully commit to the quick commerce trend, Flipkart has already introduced its fast delivery service called Flipkart Minutes in certain cities. As more e-commerce platforms jump into the race for faster deliveries, competition is expected to grow more intense.
Challenges of Fashion Industry
Delivering fashion items quickly presents a unique challenge due to the variety of products and higher return rates compared to other categories. Despite these hurdles, Myntra remains a leader in the fashion e-commerce space with approximately 40 million annual transacting users. In 2022, the company launched M-Express, a service aimed at delivering items within 24-48 hours in certain cities.
The new four-hour delivery service represents the next step in Myntra’s ongoing efforts to meet evolving customer expectations and stay ahead in the fast-paced world of e-commerce.
