Hyperlocal e-commerce platform magicpin is accelerating its foray into quick commerce through its express delivery service, magicNow. Launched in September 2024, the 15-minute food delivery vertical already contributes 13% to the company’s food business. Founder and CEO Anshoo Sharma projects this share to reach 20% by the end of the fiscal year, reflecting growing consumer preference for ultra-fast deliveries. magicNow’s expansion from 6 to 20 cities and a rapid surge in merchant partnerships—from 3,000 to over 21,000—underscore its momentum. With higher customer retention and strong brand collaboration, magicpin appears poised to reshape urban food logistics.
magicNow’s Rapid Growth Trajectory
magicpin, a leading player in the hyperlocal commerce space, has announced aggressive growth targets for its express delivery arm, magicNow. Introduced in September 2024, the vertical was designed to offer 15-minute food delivery to urban consumers seeking instant gratification. Within a few months, magicNow already accounts for 13% of magicpin’s food delivery orders.
Anshoo Sharma, Co-founder and CEO of magicpin, confirmed the company’s ambition to grow magicNow’s share to 20% of the total food delivery business by the end of the current financial year. “We’re witnessing a strong shift in user behavior toward speed and reliability, and our quick commerce vertical is directly aligned with this emerging demand,” Sharma stated.
Citywide Rollout and Strategic Expansion
Since its inception, magicNow has expanded from operating in six major metropolitan areas to servicing 20 densely populated urban markets. This expansion strategy targets high-consumption pockets, allowing the brand to leverage economies of scale and offer faster, more efficient delivery services.
The move aligns with broader industry trends, where quick commerce has emerged as a disruptive force in food delivery and beyond. Consumers today expect rapid fulfillment, and magicpin’s operational model aims to balance logistical precision with customer satisfaction.
Superior Retention and Merchant Engagement
According to Sharma, magicNow is outperforming other verticals within the company in terms of customer stickiness. “We’ve seen approximately 10% higher monthly retention compared to the platform average,” he said. This metric suggests stronger user loyalty, which is critical for sustaining customer acquisition costs and increasing lifetime value.
Part of this success stems from robust engagement with restaurant partners and local merchants. Since launch, the company’s food partner network has expanded sevenfold—from 3,000 to more than 21,000 vendors. The roster includes prominent national and international food chains such as McDonald's, Taco Bell, Wendy’s, Burger King, Chaayos, and Faasos, alongside a variety of local eateries that remain central to Indian culinary preferences.
Broader Ecosystem and Retail Reach
Beyond the food vertical, magicpin maintains a vast retail ecosystem. As of now, the platform boasts a network of 2,75,000 retailers and approximately 3,000 brands across categories including fashion, electronics, groceries, nightlife, and entertainment. This diversified merchant base strengthens magicpin’s positioning as a full-spectrum discovery and transaction platform.
The strategic growth of magicNow is not isolated but synergizes with magicpin’s broader vision—to integrate hyperlocal commerce into consumers’ everyday lives. The platform’s underlying strength lies in its ability to merge digital convenience with local business engagement, a model increasingly relevant in India’s Tier-I and Tier-II cities.
Market Implications and Future Outlook
As India’s quick commerce landscape becomes increasingly competitive, the success of services like magicNow could influence the operational strategies of other market participants. magicpin’s focus on merchant relationships, rapid expansion, and superior retention metrics gives it a strong foothold in a market hungry for speed.
The path to 20% contribution from magicNow not only signals confidence but also reflects broader shifts in urban consumer behavior. If successful, this pivot could redefine how food and other local products are discovered and consumed in the digital economy.
Comments