Myntra pilots four-hour fashion deliveries in select cities

Flipkart’s fashion arm Myntra is exploring reducing its domestic delivery times and is piloting four-hour fashion deliveries in select cities. Finding that fast deliveries boost consumer purchasing, Myntra is keen to tap into the growing demand for swift delivery times.

Myntra is currently piloting its faster delivery service in a number of cities including New Delhi and Bengaluru, the Times of India reported, citing a new report by TechCrunch. Following the pilot program, Myntra plans to expand its swift delivery service to more Indian cities by the end of the 2024 calendar year.
 
Myntra’s standard delivery times are between two and three days for most Indian pin codes covered by its logistics network. Over the past two years, the business has been focusing on reducing delivery times and launched an ‘Express’ service which aims to get packages delivered in between 24 and 48 hours in select cities.
 
The retailer’s internal assessments have shown that faster delivery times tend to push shoppers to make a purchase, ET Bureau reported. This highlights the importance of offering fast deliveries to boost sales growth and capture the attention of Indian consumers.
 
Quick commerce is a fast-growing product category in India and fashion is one of the highest selling product categories in Indian e-commerce. However, the high return rates in the apparel e-commerce sector have made quick commerce more of a challenge. As quick commerce grows in both scale and popularity, many businesses are looking for ways to incorporate fashion into their operations.