• Gadgets
• Smartphones
• AUTHOR: codevision AI engine
• TechCrunch

Walmart-backed PhonePe is discontinuing its Pincode e-commerce app as part of a strategic pivot away from consumer-focused quick-commerce. The decision follows challenges in competing within India’s saturated online retail market. Founder Sameer Nigam highlighted the difficulties of maintaining a consumer-facing app in this environment. This move marks another shift in PhonePe’s business strategy, emphasizing B2, services for offline merchants. The shutdown affects both users and small business owners reliant on the platform.

Key facts

• PhonePe is shutting down its Pincode app after entering the e-commerce market.
• The company is redirecting resources toward B2B services for physical retailers.
• Founder Sameer Nigam cited operational challenges in sustaining a consumer-facing app.
• This decision aligns with PhonePe’s broader strategy to focus on offline business solutions.
• The move impacts users and merchants who previously relied on the Pincode platform.