Myntra’s M-Now, the 30-minute delivery service initially available in Bengaluru, is now live in Mumbai and Delhi-NCR. This expansion underscores Myntra’s commitment to the quick commerce market, providing rapid access to fashion, beauty, and lifestyle items. The service offers over 90,000 products from more than 600 brands, supported by a network of 40+ dark stores in the three cities. M-Now has seen a significant increase in orders, with approximately double the orders per day in the most recent quarter, driven primarily by fashion purchases. The service is designed to cater to both immediate needs and impulse buys, distinguishing itself from traditional online shopping with its speed. Major events have demonstrated the demand for the service, with a 4.5x increase in orders and a 5x increase in new customers during Valentine’s Day. Mother’s Day also saw a 3.5x surge in apparel orders, and the IPL finale led to a sixfold increase in RCB jersey sales via M-Now, highlighting its ability to capitalize on current trends. Popular product categories include T-shirts, jeans, dresses, kurta sets, lipsticks, and perfumes, with brands like Levi, MANGO, Tommy Hilfiger, Bobbi Brown, L’Oréal, and Prada. Newer brands include Marks and Spencer, Snitch, Pantaloons, Decathlon and YSL, reflecting Myntra’s aim to cater to a diverse customer base. Lifestyle and seasonal needs are also influencing demand. Trolley bag orders increased fivefold, and backpacks saw a twofold increase during the summer travel period. Myntra is leveraging these trends to refine the products offered on M-Now, catering to varied customer needs. Building upon the success of M-Express, which delivers nearly half of all orders within 48 hours across India, M-Now is set to transform the fashion e-commerce industry with its rapid intra-city delivery capabilities.
