E-commerce heavyweights, Amazon and Flipkart, are planning to venture into the financial services sector in India, by offering loans and buy-now, pay-later (BNPL) options. This strategic move is poised to challenge the traditional banking sector.
Earlier this year, Amazon purchased Axio, a non-bank lender based in Bengaluru. The company primarily focuses on BNPL and personal loans. However, with Amazon’s acquisition, Axio is expected to recommence providing credit facilities for small businesses and initiate cash management services.
Mahendra Nerurkar, VP for payments for emerging markets at Amazon, emphasized the potential for expanding credit growth, especially among digitally engaged customers and small businesses operating outside of major cities. He further revealed that the company has plans to develop specialized lending propositions to enhance cash flow management efficiency and unlock capital for merchants and small businesses.
Flipkart, which boasts a significant stake by Walmart, has registered Flipkart Finance, its non-bank lending branch. The company is awaiting final approval from the Reserve Bank of India (RBI) for its business strategy. The plans feature two types of pay-later offerings:
1. No-cost monthly installment loans for online shoppers ranging from 3 to 24 months.
2. Loans for consumer durables at an interest rate of 18 per cent–26 per cent per annum.
Typically, interest rates on loans for consumer durables from traditional lenders oscillate between 12 per cent and 22 per cent. A confidential source revealed that Flipkart aims to launch these financial products in the coming year.
Data from credit bureau CRIF High Mark shows that India’s consumer loan market has expanded from nearly US$80 billion in March 2020 to approximately US$212 billion by March 2025. However, there are indications of a slowdown in recent quarters. Consumer loans encompass unsecured personal loans, credit cards, and loans for consumer durables.
Both Amazon and Flipkart operate apps ranking in the top 10 platforms for payments via India’s Unified Payments Interface. Earlier this year, the RBI granted them the ability to lend directly to customers, marking a significant step towards opening India’s financial services market to foreign-backed tech firms.
Rohan Lakhiyar, partner at consultancy Grant Thornton Bharat’s financial services risk division, stated that given their access to both supply-side and demand-side customer data, both Amazon and Flipkart have immense potential to disrupt the sector. However, he stressed that execution would be crucial as they expand beyond core retail.
Amazon has also partnered with several local lenders to offer fixed deposit savings products with minimum amounts of 1000 rupees (US$11) to customers on its Amazon Pay platform, according to Nerurkar.
What are Amazon’s plans in the financial services sector in India?
Amazon plans to offer credit to small businesses and provide cash management services through Bengaluru-based non-bank lender Axio. They also aim to develop specialized lending propositions to help improve cash flow management efficiency and release capital for merchants and small businesses.
What types of financial products is Flipkart planning to offer?
Flipkart intends to offer two types of pay-later offerings – no-cost monthly installment loans for online shoppers, and loans for consumer durables at an interest rate of 18 per cent–26 per cent per annum.
What is the current status of the consumer loan market in India?
The consumer loan market in India has grown from nearly US$80 billion in March 2020 to around US$212 billion by March 2025, according to data from credit bureau CRIF High Mark. However, recent quarters have shown signs of a slowdown in growth.
