PhonePe enters quick commerce via Pincode: Report

Walmart-backed PhonePe is set to enter the quick commerce market through its e-commerce venture, Pincode, according to a media report. This marks the third attempt by the Sameer Nigam-led company in online retail.

In April last year, PhonePe's Pincode app exited non-food categories on the Open Network for Digital Commerce (ONDC). It now offers only food delivery and unreserved ticket booking on ONDC.

According to a report by ET, Pincode has fully pivoted to the quick commerce model, launching 15-minute deliveries in select areas of six cities: Bengaluru, Mumbai, New Delhi, Pune, Hyderabad, and Varanasi.

The company plans to expand its coverage to about 25% in these markets in the coming weeks, with the full service rollout expected between April and June 2025.

Entrackr has reached out to PhonePe for comments.

Following Flipkart, PhonePe will be the second company from the same group to venture into the instant delivery market, with Zomato and Blinkit being other notable examples in this space.

In recent months, both established and emerging companies have entered the quick commerce sector. Blinkit, Zepto, and Instamart lead the market, while newcomers like Flipkart, BigBasket, and Amazon are expanding their presence. Beyond groceries, there's a growing trend of 10-15 minute food deliveries, with Swiggy, Zomato, Blinkit, Zepto, Ola, and Magicpin sequentially announcing their entry into this space.