Two people familiar with the matter told Parhlo World that Myntra, India’s biggest fashion e-commerce site, is testing a four-hour delivery service in four Indian cities. This is a big change from its normal two to three-day delivery period, which is being sped up because of the rise of fast commerce.
One source told us that the fast-tracked delivery service is being tested by the Flipkart Group-owned company in places like Bengaluru and New Delhi. Our sources, who spoke on the condition of anonymity because the information is not public, said that the company plans to offer four-hour delivery in many more Indian places by the end of the year.
The move into faster delivery comes at a time when quick commerce is becoming more popular in India. A group of companies are steadily getting market share in areas like groceries and office supplies with delivery times of 10 to 15 minutes. Some of these companies are looking into item returns, which could mean they want to grow in the fashion industry, which has a high return rate.
Flipkart’s quickness in India’s e-commerce race is also shown by Myntra’s move. Seeing how quickly quick commerce was taking off in India, the company owned by Walmart recently joined the race for fast shipping. Amazon, which is Flipkart’s main competitor in India, has not yet joined this fight.
Myntra used to send items to customers in two to three days, but for the past two years they’ve been trying to cut down on delivery times. For example, its Express service has been getting goods to customers in some Indian towns within 24 to 48 hours.
One of the sources said that an internal study by Myntra found that customers were much more likely to finish purchases when they were given shorter delivery times.
Myntra didn’t answer right away when asked for a statement.
Fashion has always been a tough area for Indian e-commerce companies because there are so many options and customers often don’t like what they see. According to information given to the Economic Times, about 40 million people used Myntra to make purchases last year.
Customers can choose from a smaller range of items while the quick commerce service is being tested.
Quick commerce companies are making more progress in India, which is good for customers who want things to be easy. Zomato owns BlinkIt, and Tata owns BigBasket’s BB. Parhlo World believes that Zepto, which is backed by StepStone, and Instamart, which is run by Swiggy, are now generating over $6 billion in gross merchandise value (GMV) every year, up from about $2.5 billion the year before.
A lot of analysts and investors think that the growth of quick commerce could have a bigger effect on India’s e-commerce business as a whole. Industry figures say that e-commerce companies made about $50 billion in sales last year.
In a note released this month, JPMorgan analysts said that quick commerce companies have “rapidly been gaining share from the three main incumbents: offline or general trade, modern trade retailers, and other e-commerce players.”
Also Read: Ten-minute Delivery App Zepto Gets $665m at a Valuation of $3.6b
Parhlo World said last month that Zepto expects to grow by 150% in the next 12 months.
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