super.money launches splitStore, bringing zero-interest instalment shopping to its app

Flipkart-backed super.money has entered commerce with splitStore, an embedded marketplace offering zero-interest instalments across more than 60 lakh products. The service uses Flipkart logistics, is live for select users and is being readied for a wider rollout.

— FiledFri, 7 Aug, 2026, 17:55 IST·First seen Fri, 7 Aug, 2026, 17:54 IST·Source Entrackr

What happened

Bengaluru-based super.money launched splitStore, an embedded-credit marketplace offering zero-interest instalments across 60 lakh-plus products. The platform

Key facts

  • More than 60 lakh products
  • Zero-interest instalments
  • Fifth-largest UPI app by transaction volume as of June

Why this matters

For corporate-development teams, splitStore highlights the strategic value of pairing fintech distribution with an established marketplace and logistics backbone rather than building commerce infrastructure from scratch.

What to watch

  • Public rollout timing, user eligibility criteria and the size of initial credit limits.
  • Whether zero-interest instalments are funded by super.money, merchants, Flipkart, lending partners or a combination.
  • GMV, repeat-purchase rates, average order value and instalment penetration versus standard UPI checkout.
  • Delinquency, approval rates, return rates and fraud controls as the user base expands.
  • Evidence of cannibalization versus incremental demand for Flipkart marketplace orders.
  • Addition of lending partners, NBFC disclosures, credit-bureau reporting or changes in KYC requirements.
  • Merchant assortment depth, exclusive pricing and whether the 60 lakh-product catalog remains broadly available.
  • Regulatory scrutiny of embedded credit, digital lending disclosures and UPI-linked consumer-finance journeys.
  • Expand splitStore from select users to super.money's broader UPI base, likely with category-led promotions around electronics, fashion, appliances and everyday essentials.
  • Use pre-approved instalment limits and personalized product feeds based on UPI behavior, repayment history and Flipkart purchase signals.
  • Add merchant-funded EMI offers, brand financing campaigns and exclusive SKU pricing to reduce the cost of zero-interest credit.
  • Tighten underwriting through transaction-level risk scoring, smaller initial limits and staged credit-line expansion.
  • Bundle commerce rewards with UPI usage, such as cashback boosts, loyalty tiers or payment-linked shopping coupons.
  • Explore checkout distribution beyond the app, including payment-page offers, QR-led merchant discovery and Flipkart ecosystem cross-promotion.

Also reported by