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Paytm has moved to cut spending on cashbacks, redoubled efforts to increase revenues from its financial services businesses, and has even begun charging users for processing some transaction.
Paytm (One 97 Communications Ltd) has spent nearly ₹14,500 crore to convince Indians to substitute digital payments for cash. For a few months after demonetization in November 2016, it seemed like the company was on the cusp of victory.
But now, Paytm is in danger of having its lunch eaten by newer payment apps, even as cash remains the preferred choice of payments for most Indians.
Though digital payments are still expected to grow to $1 trillion by 2023 compared with $200 billion in 2018, according to a 2018 Credit Suisse report, digital wallets, where Paytm has established a monopoly, may soon become obsolete. Growth in digital payments is now being led by the Unified Payments Interface (UPI) platform. Dozens of large companies and small startups from Reliance Industries to Facebook to Razorpay are launching UPI-based products.
Two words that come to almost every Indian’s mind while Shopping, Post demonetization, are “Paytm karo.” Paytm has brought a paradigm shift in the retail industry by completely transforming the payment methodology. Initially, this online wallet cum e-commerce website was used to make payments for limited utilities like mobile and DTH recharge and shopping bills. Over the years, this portal has expanded its scope and has brought about anything and everything under the ambit of its operations. Customers now can recharge their metro card, pay bills for utilities like electricity and water, transfer funds to other bank accounts, book flight/train/bus tickets, make hotel reservations, etc. Now the latest Paytm Succes Story is everexpanding with the addition of e-retail and m-commerce stores.
This gives the option to small vendors to list their products on the website and allows them to expand their customer base.
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