Velocity, a direct-to-consumer (D2C) logistics player, has launched Shipfast, a solution that offers 4-hour, same-day, and next-day shipping options.

Velocity’s move follows Delhivery’s recent announcement of launching dark stores to enable D2C brands to fulfil local deliveries within two to four hours. This shift highlights the growing impact of quick commerce on consumer behaviour in India. According to a McKinsey study, nearly half of the respondents abandon online carts due to lengthy or unclear shipping times.

Commenting on the launch, Abhiroop Medhekar, Co-Founder and CEO of Velocity, said, “Going forward, we are exploring potential acquisitions to strengthen it further.”

While D2C brands have experienced significant growth on quick-commerce platforms like Zepto, Blinkit, and Swiggy’s Instamart, many are opting to own the customer journey end-to-end by facilitating faster deliveries through their websites to avoid high commissions.

Recently, Myntra launched its 30-minute delivery system, M-Now, in Bengaluru, becoming the first e-commerce platform to enter the quick-commerce segment.

One persistent challenge, however, has been the shipping experience.  Delivery delays, long issue resolution times, and lack of accurate tracking, often lead to customer dissatisfaction, impacting brand loyalty. To address this, Shipfast optimises shipping workflows with logistics partners to enable quicker deliveries. It integrates internal early-warning systems for delivery roadblocks and proprietary AI agents to ensure seamless operations.

Founded in 2020, Velocity has financed over 1,200 e-commerce businesses, disbursing more than ₹1,000 crore in working capital. Some notable brands supported by Velocity include, Soulflower, Suta, Imagimake, Frido, Koskii, Hammer, Bewakoof, and Chumbak.