Flipkart’s Super.money Expands Into Online Shopping Beyond Payments

Flipkart-owned payments app Super.money is expanding into online shopping with the launch of a new marketplace called splitStore. The platform will allow users to purchase products including smartphones, electronics, fashion and home goods directly within the Super.money app. The move marks an expansion of the fintech's services as it seeks to combine payments, credit and shopping in a single platform.

According to the company, users will be able to make purchases through peer-to-peer payments or India's Unified Payments Interface (UPI). The shopping service will also offer interest-free instalment options, giving customers another way to pay for eligible purchases. Super.money said the service is initially available to a limited group of users and will gradually be expanded to a wider customer base.

Chief Executive Officer Prakash Sikaria said Super.money believes it has reached sufficient scale in UPI and can leverage Flipkart's existing infrastructure and data capabilities to support the new offering. The company is positioning splitStore as an extension of its existing financial services, allowing users to make payments and access credit while also shopping through the same application.

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The new marketplace will also allow brands to list their products directly on the platform. Participating brands will be responsible for delivering orders to customers using their own logistics infrastructure. The model gives Super.money an additional shopping channel while allowing Flipkart, which is controlled by Walmart, to reach customers beyond its primary e-commerce platform.

Super.money is entering a competitive Indian fintech market that includes Paytm, Walmart-owned PhonePe and Google Pay. The company is targeting younger consumers, particularly Gen Z users, with its UPI-based instalment shopping model. Sikaria said the service is also aimed at consumers who are new to credit or underserved by existing financial institutions, potentially making the offering their first credit product.

Super.money was launched in 2024 and currently provides financial services including payments, credit cards, loans and fixed deposits. The company has around 15 million monthly active users, according to the information provided. With splitStore, Super.money is seeking to build a broader financial and commerce ecosystem within its app while leveraging its growing payments user base.

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