PhonePe, the Walmart-backed payment giant, is diving into the quick commerce sector with its e-commerce platform, Pincode, as per a recent report. This marks the third attempt by the Sameer Nigam-led company to make inroads into the online retail space.
Last April, PhonePe pulled Pincode from non-food categories on the Open Network for Digital Commerce (ONDC) and shifted its focus exclusively to food delivery and unreserved ticket bookings. Now, according to an ET report, Pincode has fully embraced the quick commerce model, launching 15-minute delivery services in select areas of six cities: Bengaluru, Mumbai, New Delhi, Pune, Hyderabad, and Varanasi.
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The company plans to increase its presence by covering 25% of these cities in the coming weeks, with a full-scale launch anticipated between April and June 2025.
This move comes on the heels of Flipkart’s own entry into the instant delivery market, making PhonePe the second player in the same group to join the quick commerce race. Companies like Zomato, Blinkit, and others have already made their mark in this fast-paced sector, and PhonePe’s Pincode is hoping to carve out a share in this growing market.
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The rise of 10-15 minute delivery services isn’t limited to groceries anymore. Other industry giants like Swiggy, Zomato, Blinkit, Zepto, Ola, and Magicpin are also pushing to expand their offerings in this space, as the demand for ultra-fast delivery continues to surge.
