UPI transactions surge at retail stores as digital payment adoption grows beyond metro cities, study shows

By Puja Sharma

PayNearby, India’s branchless banking and digital payments network, has unveiled its fourth Pan-India report, ‘Retail-O-Nomics’, showcasing the transformative role of UPI in the retail payments landscape. The report underscores a 33% surge in UPI transactions at retail outlets, reflecting the growing adoption of digital payments across Bharat, especially in Tier III and beyond.

Anand Kumar Bajaj, Founder, MD & CEO of PayNearby, remarked, “UPI’s evolution in Bharat showcases its role as the backbone of financial inclusion. By equipping local retailers and entrepreneurs with seamless payment solutions, we are enabling a digital-first mindset at the grassroots level. UPI is not just a payment tool—it’s a catalyst for economic transformation.”

The report highlights UPI’s pivotal role in reshaping payments in India. With its growing adoption, UPI is empowering local retailers, fostering credit awareness, and accelerating financial inclusion, ensuring that Bharat moves closer to a cashless economy.

Empowering Women Entrepreneurs Through UPI

The Digital Naari initiative has achieved significant momentum, gaining the highest traction in states like Uttar Pradesh, Rajasthan, Maharashtra, Odisha, West Bengal, Tamil Nadu, Telangana, Chhattisgarh, and Himachal Pradesh. Over 60,000 women are actively using the platform across more than 10,000 PIN codes, earning an average monthly income of ₹3,000–5,000.

Remarkably, 60% of these women are first-time entrepreneurs, often using the initiative to supplement income from agriculture or small businesses. While many operate from home or family-run shops, around 25–30% have established dedicated Digital Service Kendras. Additionally, 65% of participants continue their entrepreneurial journey beyond the first year, showcasing the program’s long-term impact.

Jayatri Dasgupta, CMO-PayNearby and Program Director-Digital Naari, said, “Women workforce working as Business Correspondents (BCs) are pivotal to advancing financial inclusion at the grassroots level. However, they face challenges such as limited access to credit, gaps in financial and skill development, and restrictive societal norms, which often confine their roles to the unorganised or less formalised sectors. Recognising these challenges, PayNearby’s Digital Naari Initiative is working to bridge the gap by equipping them with financial tools, digital literacy, and entrepreneurial training. With enhanced collaboration between Government and FinTech companies, we can work towards creating inclusive ecosystems, thereby increasing their participation in formal sectors.”

Key Highlights:

UPI Drives Retail Transactions:

1. • UPI transactions have solidified their role as the preferred payment mode, with a 33% growth recorded at local retail stores.
   • The rising penetration of UPI beyond urban centers signifies a shift towards digital inclusion in semi-urban and rural areas.

mPOS Gains Traction:

1. • Among newly onboarded retailers, the acceptance of mobile Point of Sale (mPOS) services grew by 11%, demonstrating the appetite for advanced payment technologies.

Cashless Credit Expands via UPI:

1. • Credit products accessed digitally, including business loans and revolving credit, recorded an astounding 297% increase in transaction volume.
   • UPI-powered credit disbursements underline the demand for affordable credit solutions tailored for SMEs and individuals at the grassroots level.

Rural India Embraces AePS & DBT Payouts:

1. • While Micro ATM and AePS transactions showed marginal decline, Aadhaar-enabled Payment System (AePS) withdrawals spiked by 35–45% during DBT fund releases, such as the PM-Kisan scheme.
   • UPI and AePS combined have been instrumental in bridging banking gaps, especially in states like Jammu & Kashmir, which saw a 58% rise in transaction value.

eCommerce Evolution via Assisted UPI Payments:

1. • The PayNearby Mall segment, leveraging UPI, recorded a 141% increase in transaction volume and a 95% rise in value, enabling consumers in Bharat to access branded goods and essentials seamlessly.
   • UPI payments were pivotal in the growth of popular categories like groceries, clothing, and personal healthcare.

Bill Payments & Recharges Rise:

1. • Bill payment services witnessed a 34% growth in transaction volume and a 21% rise in value, showcasing the reliance on digital payment solutions for everyday needs.