PhonePe is all set to enter the quick commerce space through its e-commerce venture Pincode. Reports suggest that this is the Sameer Nigam-led company's third foray into online retail.

The 15-minute delivery service has been launched in select areas of six cities - Bengaluru, Mumbai, New Delhi, Pune, Hyderabad and Varanasi. The company plans to expand the service to 25% of these cities in the coming weeks. Full service is expected to begin in June 2025.

Zomato, Blinkit, Zepto and Instamart are the leaders in this field. New entrants Flipkart, BigBasket and Amazon are also strengthening their presence in the quick commerce space. Apart from food items, Swiggy, Zomato, Blinkit, Zepto, Ola and Magicpin, which offer 10-15 minute food delivery service, have also entered the sector.

In April last year, the app had removed non-food categories from the Open Network for Digital Commerce (ONDC). At present, ONDC offers pin code for food delivery and unreserved ticket booking. According to reports, the pincode has now completely shifted to the quick commerce model.