In a daring decision which indicates the confidence of growing investors in the D2C infrastructure ecosystem of India, based in Bengaluru Shop collected a series of $ 20 million financing, led by the co-founder of Flipkart Binny Bansalas indicated by India time. The Tour has also seen the participation of existing investors such as Elevation Capital and Tiger Global, alongside new donors, in particular RTP Global, Better Capital and Matrix Partners India.
Now, if you are wondering why a startup that has not been launched that two years ago gets as much buzz, it is because Shopflo is not just another Plug-And-Play electronic commerce tool. He tries to revise the purchasing experience of D2C brands by giving them a shopping level power with the type of personalization and control of backend that Indian sellers desperately want. With this last increase in funding, Shopflo plans to double hiring, product innovation and expansion through Southeast Asia.
What makes it particularly spicy is the involvement of Binny Bansal. The co-founder of Flipkart has selectively invested in companies that align with its long-term vision of the empowerment of the digital economy of India. Its recent involvement with startups like Curefoods and Acko shows that it always has an eye on evolving and technology -oriented consumption companies. With Shopflo, he does not only write a check – he bets on a new border in the digital trade infrastructure.
Shopflo has already integrated more than 300 D2C brands since its launch in 2022. Think of everything, from lasting clothes to independent beauty labels. The key point of sale? Payment flows and UX compete with Amazon, but suitable for unique aesthetics and customers of each brand. This level of detail in the customer journey is not an easy task, in particular on a market where experience without friction determines loyalty.
In a conversation with Techcrunch, Shopflo co-founder, Ankit Jain, noted that Indian D2C brands are often faced with a fragmented technological battery that slows down the ladder. “We set the payment and post-purchase experience, so that the founders can focus on building the brand instead of managing technological chaos,” he said. This clarity of the mission – of conversion, reduces unsubscribe and stimulates loyalty to the brand – resonates.
It is also interesting to see how this financing tour is aligned with the broader feeling of investors. According to the INC42, 2025 already promises to be a year when VC prefer bets on the catalysts of commerce rather than on the brands themselves. Platforms like Shopflo, which help existing and future brands, offer lower burning rates and faster ways to monetization.
But let's not stop. There is a lot of competition in this space – world behemoths like Shopify and Woocommerce to Indian players like Dukaan and Instamojo. The trick will be how Shopflo is not only positioned as a cash register, but as a complete D2C infrastructure layer. This will take serious engineering chops, customer service muscles and an implacable accent on the feedback loops of the brands they serve.
According to Yourstory, the startup also hinted in the investment in personalization engines supplied by the AI, which could soon allow the test marks A / B test in real time. Think: Netflix style products recommendations but for the payment of electronic commerce. If it becomes a reality, we are not only talking about UX better – we are talking about lifts that change the game.
From a user's point of view, it is refreshing to see the Indian startups finally look at the design of the products and not only the wars of prices. As a person who rages a dozen pages of cash, I am honestly rooted for Shopflo. If they succeed, they do not just rationalize payments – they rebuild digital confidence in the purchasing course.
So, will this 20 million dollars war chest be enough to pass them through the big leagues? We will have to look closely. But for the moment, the shopflo basket looks quite full – and they just start.