PhonePe has discontinued the consumer facing version of Pincode and repositioned the platform as a pure B2B solution for merchants. Pincode was introduced in April 2023 on the Open Network for Digital Commerce as a local commerce app meant to facilitate hyperlocal orders.
The company expanded Pincode into quick commerce in late 2024, piloting services in Bengaluru, Delhi NCR, Mumbai, Pune, Hyderabad and Varanasi. A broader rollout was planned for April to June 2025 after the January expansion across the same cities.
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In a statement, PhonePe said operating an additional B2C quick commerce app was diverting attention from its core priorities. Founder and chief executive Sameer Nigam noted that the team did not see the app progressing in the desired direction and opted to discontinue the B2C plan. The renewed focus is on strengthening the merchant network through technology driven enterprise solutions.
Under the revised strategy, Pincode will offer billing systems, catalog management, inventory tools and order processing solutions to help merchants optimise store operations. PhonePe will also support merchants with sourcing and restocking in select product categories.
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The company confirmed that Pincode will function only as a B2B platform going forward, with no plans to continue any consumer facing app. The objective is to build operational tools that help merchants manage day to day processes more efficiently.
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