Myntra's M-Now scales to 80 dark stores within a year of launch

Fashion ecommerce platform Myntra has scaled its rapid commerce offering M-Now to over 80 dark stores within a year of launch, as the customer push for convenience drives 10% of orders in M-Now live locations.

M-Now, which offers a delivery promise of within 30 minutes to two hours, went live during the same time last year with pilots in Bengaluru. The service has since then scaled to Mumbai, Delhi NCR, Hyderabad, Kolkata, and Pune.

The Walmart-backed platform plans to expand the service further; it already has an assortment of over 1,000 brands catering to 35 million-plus unique visitors.

“The introduction of M-Now has been pivotal in providing elevated shopping experiences to digital-first shoppers who value convenience and speed while looking for premium fashion brands. M-Now has rapidly established itself as a key growth engine, drawing in new customers and fueling demand. As we double down on M-Now through tech-led personalised shopping experience, our focus will be to sharpen the offerings to cater to diverse and evolving trend-first e-lifestyle need states, while addressing the last-minute fashion needs of customers," shared Nandita Sinha, Chief Executive Officer, Myntra, in a press note.

The segment, due to its inherent spontaneous nature, has seen strong traction in gifting and related categories, especially during the festive period, as well as topical occasions like Valentine's Day, among others.

Earlier this year, Sharon Pais, the platform's former Chief Business Officer, shared that the platform is catering to 65% of its direct-to-consumer (D2C) beauty demand on Day 0 and Day 1, partly through M-Now.

Ecommerce platforms have been defending their turf from quick commerce platforms by launching faster delivery options. Beauty marketplace Nykaa had launched Nykaa Now, the service is already available across seven cities and has a network of over 50 dark stores.