Myntra, the fashion e-commerce behemoth owned by Flipkart, is stepping up its delivery game. In certain parts of Bengaluru, it is testing a speedy delivery service called “M-Now,” which promises delivery in 30 minutes to two hours. The function expands upon Myntra’s earlier trials with accelerated delivery schedules, including the 2022 launch of the M-Express service, which guaranteed 24- to 48-hour delivery for specific categories. Based on the pilot’s lessons learned, the service will be expanded to more locations.
As the quick commerce market heats up, Myntra’s move coincides with businesses like Zepto, Blinkit, and Swiggy Instamart branching out into new markets like fashion and home décor. Myntra’s parent company, Flipkart, has also entered the market with its “Minutes” service, which offers grocery and electronics delivery in Bengaluru and Delhi in 8–16 minutes.
Myntra’s move into ultra-fast delivery reflects consumer demand for convenience while also positioning the platform to compete with emerging quick-commerce players in an ever-changing e-commerce landscape. This followed an internal analysis by the business that revealed a notable rise in customers’ inclination to finish purchases when given accelerated delivery times.
Customers can now obtain products from brands like Mochi, Wrangler, Metro, Being Human, and Lavie with previously unheard-of speed thanks to M-Now. Since consumers are increasingly choosing to include non-essentials like clothing and accessories with their grocery purchases, e-commerce platforms are embracing quick delivery services.
A Myntra spokesperson said,
“At Myntra, we are always looking at ways to sharpen our customer proposition. We launched M-Express earlier, towards enhancing customer experience with regard to speed and have been experimenting with a pilot for faster delivery in a select few pincodes. We will at expanding it further based on the insights gained, before launching it formally.”
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