Myntra Enters the Quick Commerce Race and Tests a 30-Minute Product Delivery Project

Nitin Konde, Varun Bhardwaj

Nov 26, 2024 — 2 min read

Myntra Joins Quick Commerce with 30-Minute Delivery Pilot

Despite the frantic efforts of rapid commerce enterprises to introduce and expand their fashion portfolios, fashion companies appear to be retaliating.

With its new quick-commerce programme, Myntra promises to deliver goods to customers in as little as 30 minutes. The service, called M-Now, is being tested in a few pin codes in Bengaluru. Myntra is now the first significant e-commerce platform to introduce a quick-commerce solution.

Myntra Express

Previously, Myntra has tried experimenting with quicker delivery times. Myntra Express, which offered 24-48 hour product delivery, was introduced in 2022. M-Now, on the other hand, strives to be even quicker and will deliver goods to clients in between 30 minutes to 2 hours.

Myntra's entry into the quick-commerce space follows many quick-commerce businesses that have been quickly adding fashion items to their portfolios in recent months. Zepto has partnered with Puma, Swiggy Instamart has partnered with FabIndia, and Blinkit has partnered with Decathlon. All of these companies are rapidly expanding their fashion categories. Blinkit has even introduced a 10-minute return policy for fashion items, which may be important for the vertical. Fashion items are returned far more often than other types due to fit and size problems, so enabling returns for these items could encourage quick commerce platforms to gain traction.

It has Become Need of the Hour for Myntra

Due to all these recent developments in the quick commerce domain, it is now essential for established e-commerce companies to start their own businesses. It wouldn't make sense for customers to wait days for deliveries through conventional e-commerce channels if fast commerce startups could deliver goods at the same costs in ten minutes. Additionally, more impulsive purchases would result from faster deliveries, which would open up demand that traditional e-commerce wasn't fully meeting.

It appears that traditional e-commerce companies have recognised this and are taking steps to expedite the delivery of their products to consumers. Nykaa has introduced a three-hour cosmetic delivery service called Nykaa Now. Additionally, Flipkart has introduced Flipkart Minutes, a quick-commerce platform that offers a variety of things for delivery in ten minutes. Additionally, it looks like rapid commerce may be the next battleground for India's several e-commerce businesses, as Myntra has joined the game with M-Now.

Currently, M-Now offers consumers the ability to access a variety of brands, including Mochi, Wrangler, Metro, Being Human, and Lavie, at an unprecedented pace. Myntra is stepping up its Gen Z-focused initiatives in tandem with M-Now. In 2024, Myntra's Gen Z user base has already doubled to 16 million, thanks to the FWD fashion segment, which caters to trend-savvy young consumers. Myntra has positioned itself as a major player in youth-centric fashion with aims to gain an additional 20–25 million users from this group.