• PhonePe shuts down Pincode’s B2C service to avoid distractions from core goals.
• Pincode to now operate fully as a B2B platform for merchants.
• New focus on billing, inventory, catalog, and sourcing tools.

PhonePe has officially ended the consumer-facing operations of its Pincode app and shifted it entirely to a B2B model aimed at supporting merchants. Pincode was originally launched in April 2023 on ONDC as a B2C platform for local orders, but the company has now decided to steer away from that path.

The app briefly entered the quick commerce space in November 2024 with pilot programs across Bengaluru, Delhi NCR, Mumbai, Pune, Hyderabad, and Varanasi. It expanded these services in January 2025, with plans for a broader rollout between April and June. However, PhonePe says the B2C push soon became a distraction.

In a statement, PhonePe founder and CEO Sameer Nigam said the team realized that Pincode’s direction was not aligned with the company’s priorities. He added that running another B2C quick commerce app was taking focus away from PhonePe’s core mission, prompting the decision to discontinue the consumer model.

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Moving forward, Pincode will function solely as a B2B platform. The company plans to provide merchants with digital tools such as billing systems, catalog and inventory management, and order processing solutions. It will also support sourcing and restocking in select product categories to help merchants streamline operations.

PhonePe has confirmed that Pincode will no longer operate a consumer app. Instead, its goal is to build an efficient suite of merchant-focused tools that strengthen store networks and enhance back-end operations.

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