The partnership combines Fynd’s commerce platform with Razorpay’s payments infrastructure to help retailers unify online and offline shopping journeys, enabling AI-led customer experiences, streamlined payments, and improved operational efficiency across channels.
Retail technology company Fynd has announced a strategic partnership with Razorpay to help brands deliver more seamless and intelligent shopping experiences across digital and physical channels. The collaboration brings together Fynd’s commerce infrastructure and Razorpay’s omnichannel payments capabilities to create an integrated ecosystem that supports the entire customer journey—from product discovery to final purchase.
The partnership comes amid growing demand from consumers for consistent shopping experiences across websites, mobile apps, stores, and emerging AI-powered commerce channels. However, many retailers continue to operate disconnected systems for payments, inventory, commerce, and store operations, often resulting in operational inefficiencies and fragmented customer experiences.
Several brands, including Guess, Mothercare, Hamleys, Superdry, and EKKE, are already leveraging the integrated ecosystem to strengthen engagement and streamline transactions across multiple channels.
AI-led commerce and unified payments at the core
As artificial intelligence increasingly influences how consumers shop and interact with brands, the partnership aims to equip retailers with tools that support more intelligent and connected commerce experiences.
Under the collaboration, Razorpay will integrate its Agentic Payments capabilities into Fynd’s platform, enabling AI-assisted shopping journeys that can support customers through product discovery, purchase decisions, and payment completion.
The combined offering also includes Razorpay’s payment gateway and Magic Checkout solutions, designed to simplify checkout processes and reduce transaction friction. In addition, Razorpay’s point-of-sale (POS) technology will help businesses manage in-store and online payments through a unified system, improving visibility and operational consistency.
Ragini Varma, Chief Business Officer- India, Fynd, added, “Brands today need more than siloed commerce solutions; they need a unified, intelligent operating layer that connects discovery, payments, and fulfillment. With Razorpay, we’re embedding intelligence across the entire shopping journey online and offline to help brands deliver seamless agentic commerce experiences. The ability to orchestrate connected journeys without friction reflects the strength of an integrated ecosystem. We are excited to partner with Razorpay as a long-term enabler of agile, scalable, and customer-centric commerce.”
Commenting on the partnership, Rahul Kothari, COO, Razorpay, said, "The next phase of commerce growth will be driven by businesses that can seamlessly connect discovery, decision-making, and payments into a single customer journey. As AI increasingly shapes how consumers shop, brands need infrastructure that can support these new buying behaviours without adding operational complexity. Through our partnership with Fynd, we strive to enable brands to deliver more intuitive shopping experiences while improving conversions, operational efficiency, and growth across channels."
Siddh Mehta, Founder of EKKE, said, “At EKKE, every decision starts with the customer experience. We’re constantly looking for ways to make discovery more seamless, shopping more intuitive, and every interaction more meaningful. As we continue to grow, our focus remains unchanged: connecting people with exceptional Indian independent brands and bringing the EKKE experience closer to them, wherever they choose to engage with us.”
Supporting the future of retail
The partnership reflects the broader transformation taking place in the retail sector as businesses adopt AI, automation, and integrated commerce technologies to meet evolving consumer expectations. By combining commerce, payments, inventory management, and fulfilment capabilities into a connected framework, Fynd and Razorpay aim to help retailers simplify operations while unlocking new growth opportunities.
The alliance further strengthens both companies’ efforts to support the next phase of omnichannel and AI-driven retail innovation in India.
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