Fintech Startup Expands Beyond UPI Payments with Embedded Credit-Powered Shopping Platform
Flipkart-backed fintech platform super.money has entered the e-commerce space with the launch of splitStore, an in-app marketplace that enables users to shop across leading brands while paying through zero-interest instalments.
The Bengaluru based company said the new platform combines digital shopping with embedded credit, allowing eligible users to split payments without requiring a credit card or paying any processing charges or interest. The feature is currently available to a select group of users, with a broader rollout planned over the coming weeks.
Shopping Meets Embedded Credit
According to the company, splitStore gives users access to more than 60 lakh products across categories such as smartphones, electronics, fashion, home appliances, beauty, fitness, furniture, and home essentials.
The marketplace features products from leading brands including Apple, Nothing, Nike, Adidas, Marshall, Mokobara, and Snitch, while deliveries will be fulfilled through Flipkart’s logistics network.
Users can activate the instalment facility after completing the required KYC verification, with financing provided by regulated lending partners.
No Credit Card Required
Unlike traditional EMI offerings that depend on credit cards, splitStore enables eligible users to purchase products using zero-interest instalments without needing a credit card.
The company said the service charges no processing fee and no interest, making affordability a built-in part of the shopping experience.
Commenting on the launch, Prakash Sikaria, Founder and CEO of super.money, said:
“The next opportunity after UPI is transforming how India shops by making affordability a seamless part of the checkout experience.”
Expanding Beyond Payments
The launch marks a significant expansion of super.money’s product portfolio beyond digital payments.
The company currently offers multiple financial services, including:
- UPI payments
- Secured RuPay credit cards
- Checkout financing
- Personal loans
With splitStore, super.money is now adding commerce and embedded credit as another growth vertical, positioning itself as a broader consumer fintech platform rather than just a payments app.
Built on India’s Fast-Growing UPI Ecosystem
super.money has rapidly emerged as one of India’s fastest-growing UPI applications.
According to the latest National Payments Corporation of India (NPCI) data for June, the platform ranked as the fifth-largest UPI app by transaction volume, behind PhonePe, Google Pay, Paytm, and Navi.
The company said splitStore has already been tested with a limited set of users over the past few weeks before its wider public rollout.
The launch also reflects the growing convergence of fintech and e-commerce, with platforms increasingly integrating payments, lending, and shopping into a single consumer experience. By combining zero-cost instalments with an in-app marketplace, super.money is looking to make high-value purchases more accessible while expanding its presence beyond the UPI ecosystem.
