As the quick commerce trend gains momentum, Myntra has stepped into the space with its new offering, M-Now, promising faster delivery of fashion and beauty products. Initially targeting 30-minute delivery, Myntra aims to cater to the demands of young shoppers, particularly Gen Z and millennials, who seek instant gratification and diverse wardrobe solutions. According to Myntra CEO Nandita Sinha, this demographic is more inclined toward rapid adoption of services like M-Now.
To achieve this, Myntra will leverage a network of third-party dark stores and offline partner stores for order fulfillment. While Sinha hinted at the possibility of further reducing delivery timelines, no specific details were disclosed. She acknowledged that expanding logistics capabilities and ensuring the right selection for 30-minute delivery remain key challenges for the platform.
The move comes as quick commerce expands beyond groceries to include a variety of non-grocery items such as electronics, toys, and even fashion. Established brands like Fabindia, Decathlon, Adidas, and U.S. Polo Assn. have also joined quick commerce platforms, signaling a shift in consumer preferences toward instant shopping experiences.
Post-pandemic, shopping behaviors have evolved, with an increase in fashion-focused occasions. This shift has nudged e-commerce platforms like Myntra to innovate and meet consumer expectations for speed and convenience. By embracing quick commerce, Myntra hopes to stay ahead in the competitive e-commerce landscape.
