Summary
Flipkart, one of India's largest e-commerce platforms, serves millions of customers who pay by card every day, where a manual OTP entry step or a slow bank redirect can be enough to cause cart abandonment. Flipkart also wanted to scale affordable financing options at checkout without the friction and delay of a typical loan application process.
Juspay deployed SAFE 3DS SDK to embed card authentication directly into the Flipkart app, paired with Native OTP for automatic OTP reading, and HyperCredit to match customers with suitable lenders in real time for instant EMI. Since integrating HyperCredit, Flipkart has seen a 2X increase in new users opting for EMI, with loan journeys completing end-to-end in 5-7 minutes at 99.999% reliability, even during peak shopping events like Big Billion Days.
| What Flipkart Needed | What Juspay Delivered |
| Fast, reliable EMI options at checkout without a clunky loan process | HyperCredit matching customers with suitable lenders in real time |
| Faster card authentication without slow bank redirects | SAFE 3DS SDK embedding device-based authentication into the Flipkart app |
| Fewer missed or delayed OTP entries during checkout | Native OTP automatically reading and applying OTPs |
Products Used
- HyperCredit
- Juspay SAFE
- Native OTP
Flipkart's checkout runs at a scale where even small friction compounds into real revenue lost. When a customer pays by card, an OTP sent over SMS traditionally confirms the transaction, but if the bank page loads slowly or the customer has to switch apps to find the code, the flow can break down entirely. This same principle applies to financing: customers who want to pay in installments need that option to feel as fast and reliable as paying outright, or affordability stops being a reason to complete the purchase and starts being a reason to abandon it.
"At Flipkart, our focus has always been on making commerce more inclusive and accessible for millions of customers across India. Our partnership with Juspay strengthens our ability to offer seamless and reliable EMI solutions, enabling customers to access credit instantly and shop with greater convenience. As we continue to scale, this collaboration allows us to enhance affordability, expand reach across pin codes, and deliver a superior shopping experience backed by strong technology."
Eliminating Friction in Card Transactions with SAFE and Native OTP
Juspay's SAFE 3DS SDK pre-embeds the authentication layer directly into the Flipkart app, cutting out the slow redirect to an external bank page that would otherwise interrupt checkout. This removes the specific failure point where a bank's own page speed determines whether a Flipkart transaction completes. For loyal Flipkart buyers, this device-based approach also enables a near one-click experience: instead of re-entering card details or passing through extra security steps, returning customers can complete transactions with minimal friction.
Pairing Native OTP with SAFE simplifies verification further. The solution automatically reads and fills in the OTP once it arrives, so customers don't have to switch to a messaging app or manually copy a code. Instant confirmation with minimal waiting time and no extra taps is what drives conversions up and frustration down.
Scaling Instant EMI with HyperCredit
Offering EMI at checkout only works if the loan process itself is fast and reliable, since a slow or uncertain financing flow undermines the very affordability it's meant to offer. HyperCredit's rule engine matches customers with the most suitable lender in real time, using lender-configured logic rather than a one-size-fits-all approval process. This is what reduces friction across the loan journey and improves approval rates, while giving lenders on Flipkart's program the ability to offer more tailored credit terms.
The result is an end-to-end loan journey that completes in just 5-7 minutes, maintaining 99.999% reliability even during peak shopping events like Big Billion Days, when EMI demand spikes sharply alongside overall traffic. Since integrating HyperCredit, Flipkart has reported an approximate 2X increase in new users opting for EMI, driven by credit access that's fast and reliable enough to compete with paying in full.
Outcomes
- Frictionless checkout through embedded card authentication and automatic OTP handling
- Higher card success rates from eliminating missed or delayed OTP entries
- A 2X increase in new users opting for EMI since integrating HyperCredit
- Reliable, fast financing with loan journeys completing in 5-7 minutes at 99.999% reliability, even during peak sales events
Looking Ahead
As Flipkart continues to serve India's mobile-first, diverse user base, authentication and credit infrastructure that adapts automatically to new 3DS versions, security mandates, and lender configurations keeps Flipkart's checkout fast without requiring a rebuild each time requirements shift. HyperCredit's lender-matching logic and SAFE's embedded authentication are both built to scale with Flipkart's traffic, including the sharp peaks of major shopping events.
