Global paytech EBANX, which specialises in payment services for emerging markets, has successfully integrated UPI Autopay, the recurring payments feature of India’s instant payments system, Unified Payments Interface (UPI), into its cross-border payments platform.
Operating in India in a partnership with local private sector bank YES BANX, EBANX has set its sights on enabling cross-border e-commerce merchants to offer UPI’s recurring feature for their clients in India — something that was previously only possible for local digital commerce players.
India is rapidly emerging as one of the most important global markets, with its economy set to become the third-largest in the world by 2030, according to the IMF. To address this growing market, EBANX’s global e-commerce merchants can now easily offer recurring payments to their Indian customers through an alternative payment method (APM) like UPI, tapping into a massive, tech-savvy audience eager for global digital services and seamless, digital payment options.
“India is a unique market with incredible opportunities and a burgeoning digital consumer segment,” said Rashmi Satpute, country director of India at EBANX. “UPI Autopay offers a groundbreaking way for global businesses to tap into the growing base of digital consumers in the country. We are proud to be at the forefront of this offering, simplifying cross-border payments and enabling our merchants to seize India’s vibrant digital economy.”
India’s consumer class is projected to add nearly 300 million people by 2030, surpassing China, per the World Data Lab. By that time, one in every five consumers under 30 will be from India, making it an essential market for global companies seeking to expand internationally. With EBANX, e-commerce merchants can seamlessly integrate both UPI one-time and recurring, as well as card payments for cross-border transactions, simplifying the complexities of operating in India’s dynamic digital landscape.
Recurring payment growth
With a payment stack that includes UPI Autopay, EBANX says it is aiming to empower merchants to offer services through this recurring payment feature in India and reports growing interest from global players looking to follow the same path. UPI is already the dominant payment method in India’s e-commerce, with a 54 per cent share, according to Payments and Commerce Market Intelligence (PCMI) data in EBANX’s study Beyond Borders.
“With the integration of UPI Autopay, merchants can leverage UPI’s already strong position in the market, facilitating recurring transactions and expanding access to digital commerce to an even wider audience,” added Satpute.
According to the Reserve Bank of India, credit card usage in India is experiencing significant growth, with spending increasing by 50 per cent annually since 2021.
“The growth in alternative payment methods, such as UPI, isn’t a shift away from cards,” added Eduardo de Abreu, VP of product at EBANX. “It rather responds to the expansion of the whole digital market, following digital and financial inclusion of consumers. The right mix of APMs and cards is essential to grow in emerging economies like India.”
In India, this mix can enable global companies to reach eight times more consumers than by offering exclusively credit cards, according to EBANX’s analysis based on data from PCMI, the World Bank, and the Central Bank of India.
“The global trend of APMs offering recurring payments is rapidly expanding worldwide, unlocking new opportunities for both customers and businesses in key markets,” Abreu continued.
Besides India with UPI Autopay, the trend is also gaining traction in other emerging markets, such as Brazil, with the success of Pix Automático, expected to launch in June, and across Latin America with Mercado Pago Connect in Argentina, Chile, Mexico, and Uruguay, as well as Nequi in Colombia.
