Why did PhonePe shut down the Pincode app?

PhonePe closed the Pincode app to focus its resources on B2B services for offline merchants, viewing the consumer e-commerce app as a distraction.

What is PhonePe's new focus after closing Pincode?

PhonePe is now concentrating on expanding its B2B offerings, providing tools and services to enhance the operational efficiency of offline businesses in India.

When was PhonePe's Pincode app launched?

The Pincode e-commerce app was launched in April 2023 on India's Open Network for Digital Commerce (ONDC).

Home / Business and Economy / PhonePe Ditches E-commerce for Merchant Services

PhonePe Ditches E-commerce for Merchant Services

5 Dec, 2025

•

Summary

PhonePe shutters its Pincode quick-commerce app.
The company pivots to B2B services for offline merchants.
Pincode launched in April 2023 on India's ONDC network.

PhonePe Ditches E-commerce for Merchant Services

Walmart-backed PhonePe has announced the closure of its Pincode e-commerce application, marking a significant retreat from India's competitive online retail landscape. The company cited that operating a consumer-focused quick-commerce app had become a distraction from its core mission of supporting small retailers and achieving their operational efficiency and profitability.

Launched just over a year ago in April 2023, Pincode was initially built on the Indian government-backed Open Network for Digital Commerce (ONDC). It aimed to offer hyperlocal deliveries from neighborhood shops, eventually transitioning to a quick-commerce model with 10-minute delivery promises in major cities. However, this approach, relying on local stores rather than dark stores like its competitors, failed to gain substantial market traction.

PhonePe will now redirect its resources towards expanding its suite of B2B offerings for offline businesses across India. These services include inventory and order management tools, ERP software, and direct sourcing solutions, aiming to digitize local stores and provide them with digital storefronts and last-mile delivery capabilities.