No-cost equated monthly instalments (EMIs) offered to consumers by credit card companies and NBFCs are dramatically changing the e-commerce landscape.
As much as 20 per cent of the gross merchandise value (GMV) of sales made on e-commerce platforms is being financed through the no-cost EMI route. Just two years ago, the share of such sales was 4 to 5 per cent, according to estimates by finance and e-commerce companies that Business Standard spoke to.
E-commerce major Amazon.com said that during its big sale that concluded this month, as much as three of the four EMIs taken by consumers were no-cost EMIs.
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