Flipkart-backed fintech platform super.money has expanded beyond digital payments into e-commerce with the launch of splitStore, a zero-interest instalment marketplace that allows customers to purchase products by paying in three interest-free instalments. The new offering marks the company’s entry into commerce as it seeks to diversify beyond UPI-based payments and lending, positioning itself at the intersection of fintech and online shopping. Initially available in beta on Flipkart, splitStore is expected to be rolled out more broadly through the super.money app.
The company aims to reduce its dependence on traditional lending products by generating revenue through merchant commissions while making credit more accessible to first-time borrowers. Chief Executive Prakash Sikaria said commerce is expected to become a meaningful contributor to the platform’s business, alongside payments and financial services.
super.money Enters E-commerce With splitStore
The newly launched splitStore combines shopping with embedded financing.
Key features include:
- Zero-interest pay-in-three instalment option.
- Small-ticket purchases targeted at new-to-credit users.
- Initially integrated with Flipkart.
- Marketplace featuring around 6 million products.
- Merchant-funded business model through commissions.
Product Snapshot
| Item | Details |
|---|---|
| Platform | super.money |
| Product | splitStore |
| Payment Option | Three interest-free instalments |
| Product Catalogue | Around 6 million products |
| Initial Availability | Beta on Flipkart |
How splitStore Works
Unlike traditional buy now, pay later (BNPL) products that often provide an open credit line, splitStore is designed as a closed-loop financing product.
The process works as follows:
- Customers receive an initial credit limit, typically around ₹1,000–₹2,000.
- They make a down payment at checkout.
- The remaining amount is repaid in three instalments.
- Credit can only be used for purchases available through splitStore’s catalogue.
Because the credit is tied to a specific purchase rather than being freely spendable, the company believes it reduces default risk while helping users build a credit history.
How splitStore Differs From Traditional BNPL
| splitStore | Traditional BNPL |
|---|---|
| Closed-loop credit for specific purchases | Often offers reusable credit line |
| Three interest-free instalments | Repayment structures vary |
| Purchase-specific financing | Broader spending flexibility |
| Focus on first-time credit users | Wider customer base |
Targeting India’s First-Time Credit Users
super.money is positioning splitStore as a financial inclusion product.
The platform focuses on:
- Young consumers.
- Gen Z shoppers.
- First-time borrowers.
- Customers without formal credit histories.
According to CEO Prakash Sikaria, users who successfully repay purchases can gradually receive higher credit limits and eventually become eligible for broader financial products such as personal loans and credit cards.
Commerce to Become a Major Revenue Driver
Today, 80–90% of super.money’s revenue comes from lending products such as personal loans and credit cards.
The company expects its revenue mix to evolve by the end of the year:
- Lending: around 60%.
- Payments: around 20%.
- Commerce: around 20%.
This diversification strategy is intended to reduce reliance on lending while creating additional revenue through merchant partnerships and embedded commerce.
Expected Revenue Mix
| Business Segment | Expected Share |
|---|---|
| Lending Products | ~60% |
| Payments | ~20% |
| Commerce | ~20% |
Growing Competition in Embedded Finance
The launch places super.money in direct competition with a range of embedded finance and instalment-payment providers.
The market includes offerings from:
- Amazon (through financing partners).
- Flipkart’s existing EMI products.
- Snapmint.
- Other BNPL and consumer lending platforms.
However, super.money is differentiating itself by combining shopping, payments, and credit into a single platform while limiting credit usage to purchases made through its marketplace.
Looking Ahead
The launch of splitStore marks an important strategic shift for super.money as it evolves from a UPI-focused fintech platform into a broader commerce and consumer finance ecosystem. By introducing a zero-interest instalment marketplace with millions of products, the company is targeting first-time credit users while creating a new revenue stream through merchant commissions. The closed-loop credit model also allows super.money to manage lending risk more effectively while helping customers establish formal credit histories.
Looking ahead, the success of splitStore will depend on customer adoption, merchant participation, and the platform’s ability to balance credit growth with responsible lending. If the model scales as planned, commerce could become a significant contributor to super.money’s revenue, strengthening Flipkart’s broader fintech ambitions and intensifying competition in India’s rapidly growing embedded finance and buy now, pay later market.
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