Shopflo Joins Pine Labs to Build India's Most Unified Commerce Platform

NEW DELHI, INDIA, April 25, 2026 - Shopflo, India's leading commerce platform, today announced it is joining Pine Labs to build a unified commerce platform that brings together best-in-class shopper experience with large-scale payments infrastructure.

Two halves of the same purchase journey, now working as one.

The partnership combines Shopflo's leading shopper experience platform with Pine Labs' deep capabilities across payments, settlements, and merchant financial services.

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Why this, why now

Indian commerce has grown up. Shoppers expect experiences that are fast, personalised, and frictionless. Merchants expect the infrastructure behind those experiences to be reliable, intelligent, and built for scale.

Until now, these two sides of commerce have largely lived in separate systems. This acquisition changes that.

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Shopflo's story so far

Since its launch in late 2021, Shopflo has focused on one thing: helping India's most ambitious brands convert better, grow faster, and own more of the customer journey.

What began as a checkout platform has expanded across the full online commerce surface -  product pages, cart experiences, upsell and cross-sell flows, post-purchase journeys, and the intelligence layer that ties it all together. Every new product has been built around the same question: what will make this brand more profitable on the next order?

Today, Shopflo powers:

• 1,000+ brands across D2C, retail, and emerging commerce
• 150 million+ shoppers across India
• Approximately 12% of India's D2C purchases

Brands on Shopflo consistently see measurable lifts in conversion, prepaid adoption, average order value, and return on ad spend; making Shopflo one of the most trusted commerce platforms in the country.

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Pine Labs: the infrastructure behind modern commerce

Pine Labs is one of India's most established commerce and payments platforms, powering millions of merchants across online and offline channels and processing billions in transactions every year. Since its founding, the company has grown from a retail payments pioneer to one of India's most diversified merchant commerce platforms - spanning in-store payments, online checkout, settlements, consumer credit, and merchant financial services.

Its infrastructure is built for the scale, complexity, and reliability that modern commerce demands. 

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Leadership perspective

"Commerce today demands a more connected approach, one that brings together infrastructure, intelligence, and experience. Joining Pine Labs allows us to elevate the shopping experience to new heights. Together, we aim to redefine commerce in India by providing a seamless, integrated platform that empowers merchants like never before" said Priy Ranjan, Co-founder & CEO, Shopflo.

Amrish Rau, CEO, Pine Labs, added: "Commerce today is no longer defined by channels, merchants need a single, intelligent platform that can power both their offline and online journeys. With the acquisition of Shopflo, we are taking a decisive step toward building a truly full-stack payments and commerce platform. This strengthens our ability to serve merchants end-to-end, from in-store payments to online checkout and beyond. That's how you build a merchant platform that matters."

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What's next

Commerce in India is no longer online or offline. The brands shaping the next decade are building across both and they need a platform that moves with them.

That's the future Shopflo and Pine Labs are building for, together.

The next chapter, in four shifts:

• From separate channels → one system across online and offline. Pine Labs powers millions of merchant touchpoints across physical commerce. Shopflo powers the digital experience. Together, a brand's customer becomes the same customer everywhere. one identity, one intelligence layer, one growth loop across every channel they sell on.
• From instinct → intelligence. Checkout, payments, attribution, and risk finally living in one loop, giving brands a complete picture of what's driving growth and the confidence to act on it. Profitability shifts from a quarterly guess to something brands can track, model, and improve every day.
• From safe bets → bigger bets, made with conviction. Whether launching a new category, entering a new city, or testing a new channel, brands now have the data and experimentation infrastructure to move boldly -Turning leap-of-faith decisions into informed ones.

The direction has always been clear: build what India's most ambitious brands need, and keep expanding the frame as they grow. This next chapter expands the frame further than anything that's come before.

Shopflo will continue to operate independently; same team, same product focus, same partner-first philosophy that has defined it from day one. What changes is the scale of what's now possible.

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About Shopflo

Shopflo is India's leading commerce platform, trusted by 1,000+ brands to power high-converting, personalised purchase experiences for 150 million+ shoppers across India. From product discovery to post-purchase, Shopflo helps brands convert better, grow faster, and own more of the customer journey.

Follow Shopflo on [LinkedIn].

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About Pine Labs

Pine Labs is one of India's largest merchant commerce platforms, powering payments, settlements, and financial services for millions of businesses across online and offline channels. With a presence across retail, consumer, and enterprise segments, Pine Labs provides the infrastructure that powers a significant share of India's daily commerce.

Follow Pine Labs on [LinkedIn].

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Media & Merchant Inquiries

For media inquiries: Marketing@shopflo.com

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