In August 2024, Flipkart launched Flipkart Minutes, offering 10-minute delivery in select Indian cities, starting with groceries and quickly expanding to fashion and electronics. A few months later, in November 2024, Myntra introduced M-Now, a 30-minute fashion delivery service. Amazon followed up by expanding Amazon Now to deliver fashion and personal care products within minutes in major cities. Then came Slikk, a Bangalore startup offering 60-minute fashion delivery with a delivery partner who waits while customers try on items and takes back anything that does not fit.

The services found real demand and paying customers. They showed a clear message: if fashion can arrive in an hour, what does that mean for brands still shipping in three to five days?

The delivery window has already moved

According to eShipz, India’s quick commerce market reached ₹64,000 crore in FY25 and is expected to triple by FY28. Blinkit holds over 50% of this market and Zepto earned ₹11,110 crore in revenue in FY25. These numbers mostly come from groceries, but the consumer habits they created go beyond that.

A survey by Eshopbox found that 69% of Indian consumers now prefer 10-minute delivery over next-day shipping. This preference started with essentials like milk and medicine and is spreading to other products, including clothing.

The demand for speed was not created by fashion alone, it applies to everything. Fashion just has not caught up yet.

Why fashion brands haven't moved as fast

Groceries are easier to manage. A dark store with about 2,000 items can serve a neighborhood’s daily needs. Products do not change much, sizes do not matter and returns are rare.

Fashion is different. There are thousands of styles, multiple sizes per style and fit varies by brand. Returns are common. You cannot run fashion like a grocery store.

This is why fashion brands have not moved faster into quick commerce. It is not a lack of interest but a real operational challenge. Inventory is spread across warehouses, stores and fulfillment centers. There is no single, real-time view of what is available and where. When an order comes in, routing it to the nearest location and delivery partner is not automatic. It requires steps, decisions and often people.

The gap between the speed customers expect and the current infrastructure of most fashion brands is where the challenge lies.

The brands that are figuring it out

Myntra's M-Now has seen higher order values and better customer loyalty than most quick commerce categories. Flipkart reported that fashion was one of the fastest-growing segments on Flipkart Minutes during its Big Billion Days sale. Amazon Now, which expanded to 100 cities in 2025, lists fashion among its most preferred categories for same-day delivery by prime members. Fashion works well with quick commerce because customers who want items immediately are less concerned about price and more likely to complete their purchase and return. 

D2C brands that partnered early with quick commerce like Blinkit, Zepto and Swiggy have experienced 24 times growth in order value since FY22, according to the Quick Commerce Trends Reshaping Indian Retail in 2025 report. This shows quick commerce is a powerful channel for brands that are prepared. 

Successful brands share one key trait: they always know where their inventory is and fulfill orders from the location nearest to the customer. 

What we built at Fynd and why

Most commerce platforms were designed for simpler retail - one warehouse, one channel and orders that could wait a day or two. 

Fynd was built for today’s retail reality: brands selling on their website, marketplaces and physical stores simultaneously, with inventory in multiple locations and customers wanting fast delivery. 

The common challenge brands face is a lack of unified inventory view, no automatic order routing and difficulty guaranteeing fast delivery without risking failure. That is why we created Fynd Quick - a complete quick commerce platform for brands ready to deliver faster.

Here is what it offers:

• Get started in hours, not weeks: Storefront, order management, payments and logistics are pre-integrated with no setup fees or long onboarding.

• Sell from the store closest to the customer: Orders are automatically assigned to the nearest fulfillment point based on location, not just a central warehouse.

• Let AI manage routing: Riders are assigned automatically, routes optimized and customers receive real-time delivery updates without manual effort.

• Keep inventory accurate everywhere: Real-time stock monitoring and restock alerts prevent overselling or unexpected out-of-stock situations.

• Works with your existing systems: Fynd connects seamlessly to ERP, POS, WMS and OMS through pre-built integrations and APIs.

• Scale easily: Configurable zone settings let brands expand into new areas or cities without rebuilding.

The window is still open

Fashion is just starting to enter quick commerce. Brands that act now, before it becomes common, will gain customers that slower brands will lose. Not by offering discounts or promotions, but by being available when customers want them.

Speed used to be a way to stand out. Now, it is the standard.

Brands that realize this early will be chosen by customers without hesitation. Others will spend years trying to catch up.

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Fynd helps fashion and lifestyle brands deliver faster, without starting over. If you are thinking about quick commerce, let's talk.