Pincode Transition to B2B Model

Pincode has transitioned away from its B2C strategy and is now focusing on a B2B model aimed at merchants. Initially launched in April 2023 on the Open Network for Digital Commerce, Pincode began as a B2C application for local orders. The company ventured into quick commerce in November 2024 with pilot projects in Bengaluru, Delhi NCR, Mumbai, Pune, Hyderabad, and Varanasi. In January 2025, it expanded this service in the same cities, with additional rollout planned from April to June 2025.

Shift in Business Strategy

In a media statement, PhonePe indicated that managing an extra B2C quick commerce app was diverting attention from its primary goals. Founder and chief executive Sameer Nigam noted that the team recognized the app was not progressing as intended, leading to the decision to cease work on the B2C model. The renewed focus will centre on enhancing support for the store network with B2B solutions.

Features of the New B2B Platform

Pincode will concentrate on a range of services, including billing, catalogue systems, inventory management, and order processing tools tailored for merchants. Additionally, PhonePe will aid merchants in sourcing and restocking specific product categories. The company has confirmed that Pincode will function solely as a B2B platform, with no consumer-facing app planned.

Future Goals

The aim is to develop tools that empower merchants to effectively manage their operations and supply needs.