Flipkart-owned Myntra begins testing four-hour delivery service in some cities

Flipkart-owned fashion retailer Myntra is reportedly testing a four-hour delivery service in four cities, including Bengaluru and New Delhi, according to media reports. 

This marks a significant shift from the platform's standard 2-3 day delivery time, aligning with the growing demand for quicker deliveries in India's booming quick commerce sector.

During this trial phase, the company is offering a limited selection of items for faster delivery, with plans to expand the service to more cities by the end of the year.

Rising demand for quick commerce

The decision to explore a four-hour delivery window comes at a time when quick commerce is rapidly gaining popularity in India, particularly in sectors like grocery and office supplies, where firms like Blinkit and Zepto have established delivery times as fast as 10-15 minutes.

Myntra's move into faster delivery mirrors the growing trend across industries, as consumers increasingly expect shorter wait times for online purchases. 

Impact on Indian w-commerce landscape

Myntra's expansion into quick commerce represents a broader shift in the Indian e-commerce space. Competitors like Amazon and Flipkart are also paying attention to the rising demand for faster services.

While Amazon has yet to fully embrace the quick commerce race, Flipkart, which owns Myntra, has already launched its own fast delivery service, Flipkart Minutes, in select cities.

The competition is set to intensify as more e-commerce platforms invest in reducing delivery times to capture a share of this rapidly growing market.

Challenges in the fashion industry

Fashion has historically been a challenging category for e-commerce platforms in India due to the wide variety of products and higher return rates from customers.

However, with about 40 million annual transacting users, Myntra continues to experiment with ways to enhance its delivery speeds.

The company has been gradually improving its services, previously launching ‘M-Express’ in 2022, which aimed to deliver items within 24 to 48 hours in select cities. The ongoing trial of a four-hour delivery service marks the next step in its effort to meet changing customer expectations.