Flipkart introduced SuperCoin Pay on Monday, a new feature allowing customers to utilize their accumulated rewards at numerous retail locations nationwide. This initiative by the Walmart-owned e-commerce leader demonstrates a commitment to its loyalty program as a key strategy for attracting and retaining users within the second-largest internet market globally.

The company, based in Bangalore, announced collaborations with more than 5,000 retail businesses throughout India, including popular brands like TimesPoints, Peter England, Cafe Coffee Day, and Flying Machine. These partnerships are designed to provide Flipkart customers with “enhanced value and selection” when redeeming their SuperCoin Rewards, Flipkart’s established loyalty program. Customers accumulate SuperCoins through purchases made on the Flipkart e-commerce platform.

Flipkart stated that customers can now cover up to the full amount of their purchases using SuperCoins. The company highlighted that conventional loyalty schemes often face challenges due to their restrictive nature, limiting customers to a single platform and complicating the conversion of reward points into usable value.

The participating retail businesses span diverse sectors, including fashion, groceries, food and drink, travel, and health and wellness. These partners will provide a QR code system to simplify the process for Flipkart customers to exchange their rewards points.

This development aligns with a broader trend among major e-commerce companies in India to forge partnerships with both physical stores and digital services. Amazon has also expanded its offerings in recent years, providing coupons and discounts redeemable by Amazon Pay users at businesses such as Urban Company, Domino’s, BigBazaar, More, Oyo Rooms, Licious, BookMyShow, Swiggy, and RedBus.

“The distinction between online and in-store shopping is diminishing, and our goal is to enhance the shopping experience for consumers, regardless of where they choose to shop,” explained Prakash Sikaria, Vice President of Growth and Monetization at Flipkart, in an official statement.

“Participating in the SuperCoin program allows our partners to leverage Flipkart’s substantial customer base of 300 million, benefiting from a genuinely unified rewards program,” he further noted.

Flipkart reported that its customers have collectively earned over one billion SuperCoins to date.