PayU ties up with GoKwik to launch integrated commerce stack for D2C brands

Digital payments and lending firm PayU on Monday said it has struck a strategic partnership with venture capital backed e-commerce enabler GoKwik to launch an integrated conversion-to-completion stack.

The partnership aims to create a more integrated commerce layer by combining GoKwik’s conversion intelligence with PayU’s scalable payments infrastructure with focus on boosting the revenue of direct-to-consumer (D2C) brands, said PayU in a statement.

It noted that D2C brands suffer from significant leakage caused by checkout drop-offs, payment failures, and conversion inefficiencies in the final moments of purchase.

"Across the D2C ecosystem, the demand from founders is clear: they need integrated solutions that solve for payment reliability and checkout conversion in one cohesive layer. This isn’t a hypothetical challenge; it's a measurable drain on potential revenue," noted Vineet Sethi, chief growth and marketing officer, PayU.

Chirag Taneja, CEO, GoKwik, explained that the company has set a benchmark in D2C conversion and checkout optimisation, and its partnership with PayU is a natural extension of that commitment.

GoKwik had raised $13 million in June last year in a funding round led by RTP Global and participation from Peak XV Partners, Z47 and Think Investments.

PayU India reported a 20% jump in revenue from operations to $397 million in the six months ended September 30, 2025 from $331 million in the same period last year. Its payments business grew 20% to $301 million during the period, fuelled by a 55% jump in payment transactions led by UPI (unified payments interface). Value-added services in fraud risk, authentication, and security now account for 34% of PayU's payment business. 

The credit business recorded 17% growth to $96 million, driven by $640 million in new loan issuances.