Fashion retailer owned by Flipkart Miter According to media reports, a four-hour delivery service is being tested in four cities including Bengaluru and New Delhi.
This marks a significant shift from the platform’s standard 2-3 day delivery time, in line with growing demand for faster deliveries in India’s booming fast-commerce sector.
During this testing 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.
Growing demand for fast trading
The decision to explore a four-hour delivery window comes at a time when express commerce is rapidly gaining popularity in India, particularly in sectors such as groceries and office supplies, where companies such as Blinkit and Zepto have established delivery times as fast as 10 to 15 minutes.
Myntra’s decision to adopt a faster delivery approach reflects a growing trend across industries, as consumers increasingly expect shorter wait times for online purchases.
Impact on the e-commerce landscape in India
Myntra’s expansion into fast commerce represents a broader shift in the Indian e-commerce space. Competitors like Amazon and Flipkart are also paying attention to the growing demand for faster services.
While Amazon is yet to fully embrace the fast commerce race, Myntra-owner Flipkart has already launched its own fast delivery service, Flipkart Minutes, in select cities.
Competition will 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
Historically, fashion has been a challenging category for e-commerce platforms in India due to the wide variety of products and higher customer return rates.
However, with around 40 million users transacting annually, Myntra continues to experiment with ways to improve its delivery speeds.
The company has been gradually improving its services, and in 2022 it launched “M-Express,” 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.
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