Myntra is piloting a four-hour delivery service in Bengaluru and New Delhi, reflecting the rapid shift to quick commerce in India's e-commerce landscape.
The rise of quick commerce, with firms offering 10-15 minute delivery, is reshaping consumer behavior, influencing Myntra to shorten its delivery times significantly.
Myntra's internal assessment shows shorter delivery times significantly increase consumers' likelihood of completing purchases, highlighting the importance of delivery speed in online shopping.
As Myntra integrates faster delivery options, it showcases Flipkart's agility in responding to market changes, contrasting with Amazon's more cautious approach in India.
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