Indian e-commerce startup Shopflo has announced it is joining forces with Pine Labs in what the company calls a defining moment for commerce in India. Founded roughly four years ago, Shopflo was built around a single idea, that fixing the checkout experience could transform how Indians shop online. Now, with this new partnership, the company is ready to take that vision much further.
From a checkout fix to a commerce movement
Shopflo was co-founded by Priy Ranjan, Ishan Rakshit, and Ankit Bansal with a straightforward goal: make the online checkout process better. Over four years, that bet turned into something significant.
1,000+
Brands powered
150M+
Shoppers served
12%
India’s D2C purchases
But along the way, a bigger reality set in. Checkout doesn’t work in isolation, it is shaped by payments, settlements, trust, and infrastructure running beneath it. To truly fix checkout, the team realised they needed to fix the foundation underneath it too.
Why Pine Labs made sense
Pine Labs has spent years building payment and merchant commerce infrastructure that operates at scale, across both online and offline businesses. For Shopflo, plugging into that existing foundation meant no longer building the rails from scratch. Checkout intelligence could now run directly on top of a proven, large-scale payments network.
The two companies are no longer treating checkout and payments as separate layers. Together, they are positioning it as one connected system.
What changes for brands and businesses
- One customer identity, everywhere
Whether a customer shops online or walks into a physical store, the combined system recognises them as the same person,one profile, one story across every channel.
- Smarter data, better decisions
Checkout behaviour, payments, attribution, and risk signals will now live in a single loop, giving brands a clearer picture of what is actually driving their growth.
- Confidence to expand
When a brand wants to launch in a new city, test a new category, or try a new sales channel, the combined data layer turns those decisions into well-informed moves rather than guesswork.
The road ahead
For Shopflo’s founders, this partnership is not just a business milestone, it is the natural next step in a longer journey. Checkout was always the entry point, not the destination. With Pine Labs’ infrastructure behind them and a proven track record in India’s D2C space, the combined entity is now positioned to reshape how commerce, online and offline, works for Indian brands at scale.
Source: Shopflo official announcement via LinkedIn
