PhonePe ends Pincode B2C operations to focus only on B2B

PhonePe has shifted Pincode away from its B2C plan and moved it to a B2B model for merchants. Pincode was launched in April 2023 on the Open Network for Digital Commerce as a B2C app for local orders.

The company entered quick commerce in November 2024 with pilots in Bengaluru Delhi NCR Mumbai Pune Hyderabad and Varanasi. It expanded the service in January 2025 in the same cities with a rollout planned between April and June 2025.

In a media statement PhonePe mentioned that running another B2C quick commerce app was distracting it from its core mission. Founder and chief executive Sameer Nigam explained that the team realised the app was not heading in the right direction and chose to end work on the B2C model. He added that the focus will now be on supporting the store network through B2B solutions.

Pincode will work on billing catalog systems inventory management and order processing tools for merchants. PhonePe will also assist merchants with sourcing and restocking in select categories.

The company confirmed that Pincode will operate only as a B2B platform and will not run a consumer app. The plan is to build tools that help merchants manage operations and supply needs.