Myntra may offer a 4-hour ‘solution’ for your fashion ‘needs’

Myntra is reportedly planning to reduce its delivery timings. The domestic fashion e-commerce major is said to be testing a four-hour delivery option. This move aims to cater to the growing demand for faster deliveries in the Indian market, driven by the surge of quick commerce services.
According to a report by TechCrunch, the Flipkart Group-owned company is currently piloting its faster delivery service in select cities like Bengaluru and New Delhi. Myntra plans to expand the four-hour delivery service to multiple Indian cities by the end of the year.
Historically, Myntra has delivered items within 2-3 days. However, the company has been gradually working to reduce delivery times over the past two years. Its Express service, for instance, has been offering deliveries within 24-48 hours in certain cities.
Internal assessments conducted by Myntra have revealed a substantial increase in consumer purchasing behaviour when shorter delivery times are available. This finding underscores the importance of fast delivery in driving sales and customer satisfaction.

This expansion comes in response to the rising popularity of quick commerce in India. Several companies are gaining traction in categories like grocery and office supplies by offering deliveries within 10-15 minutes. Some of these firms are even exploring item returns, suggesting their potential entry into the fashion category, which is known for its high return rates.
Myntra's decision to offer faster deliveries reflects Flipkart's adaptability in India's competitive e-commerce landscape. Recognizing the adoption of quick commerce, Flipkart has recently entered this space, while its primary rival, Amazon, has yet to join the race.
The large selection of assortments and higher rejection rates by customers have historically made fashion a difficult category for e-commerce firms in India. Despite having 40 million annual transacting users, Myntra is initially offering a more limited selection of items during the trial period of its quick commerce service.
Meanwhile, the quick commerce sector in India is experiencing rapid growth, as startups like BlinkIt, BB Now, Zepto, and Instamart collectively reach an annualised run rate of over $6 billion in gross merchandise value (GMV).
This surge has prompted speculation about its potential impact on the broader e-commerce sector, which recorded sales of approximately $50 billion last year.
Analysts from JPMorgan have noted that quick commerce firms have been rapidly gaining market share from traditional offline and online players. Particularly, Zepto anticipates a 150% growth in the next twelve months, the report adds.