Indian e-commerce platform Myntra has introduced an express delivery feature, M-Express, allowing shoppers to receive their orders within 24-48 hours of purchase. The feature will allow speed-sensitive customers to easily search for M-Express products through delivery time filters and visually identify such products with the help of M-Express tags.

The company said the feature will eventually cover 300,000 products in over 1,300 pin codes. Currently, it is available to customers in metro cities, with 30 percent of product eligibility.

“M-Express offers complete control to consumers in choosing their products based on the delivery timelines, thus empowering them to make better purchase decisions,” said Nandita Sinha, CEO, Myntra. “We believe M-Express will be a game changer for the industry and drive delight for the fashion-forward customer base while reinforcing loyalty. This will in turn boost the opportunity for brands, and small and medium sellers to grow.”

Customers can view the M-Express tag upfront on the list page across applicable styles. Forward deployment centres (FDCs) will be offered to brands and sellers and will be leveraged for optimal logistical performance and the M-Express service will be functional uniformly across the platform, the company owned by the Flipkart Group said in a statement.

There has been a pronounced shift in consumer expectations in terms of services such as express delivery; as per reports, faster shipping drives stickiness and generates higher demand. M-Express has currently been rolled out in metros across about 30 per cent of the styles available on Myntra. It will expand to tier 2 and 3 cities, as well as launch the web version of the feature in the coming months.

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