PhonePe has expanded its app-distribution business into a gift-card sales channel accessible through desktop and mobile browsers. The company announced on October 28 that Indus Appstore would become PhonePe Appstore, with a new webstore alongside the mobile marketplace. The launch brings prepaid products into a service previously centred on discovering apps and games. [S1][S2]
A new distribution channel with live prepaid listings
The webstore lets customers browse and purchase digital goods without downloading a dedicated app. In the company’s announcement, Chief Business Officer Priya Narasimhan framed gift cards, advertising and future top-ups as additional ways for developers to earn. PhonePe did not disclose commission rates or revenue-sharing terms, a gap also identified by MediaNama’s independent reporting. [S2][S3]
Gift Card News checked three live product pages on November 1. For the selected ₹100 denomination and a quantity of one, the Flipkart card displayed a price of ₹98, Amazon Pay ₹98.95 and PhonePe ₹99. Each page named Pine Labs Limited as seller. The comparison below uses the exact product-page prices rather than the rounded values on catalogue tiles. [S4][S5][S6]
Listed prices for three selected ₹100 gift cards
Exact displayed purchase price for the selected ₹100 denomination on three PhonePe Appstore product pages, checked November 1.
INR per ₹100 face-value card
Tap or hover for details. All values are also available in the data table.
Sources
India; snapshot captured November 1, 2026, 00:13-00:15 UTC. Three selected listings, each at ₹100 face value and quantity one, are not a representative market sample. These are displayed prices, not completed purchases or guaranteed checkout quotes. Prices and availability can change; product-specific redemption and expiry conditions apply.
Show data tableHide data table
| Category | Displayed purchase price |
|---|---|
| Flipkart | 98.00 INR per ₹100 face-value card |
| Amazon Pay | 98.95 INR per ₹100 face-value card |
| PhonePe | 99.00 INR per ₹100 face-value card |
The listings demonstrate an operating gift-card catalogue, but they do not establish sales volume, active buyers or an exclusive provider agreement. The selected Flipkart and Amazon Pay pages state one-year validity, while the PhonePe voucher page states 365 days. Amazon Pay’s visible issuer terms also distinguish the gift balance from cash: the card cannot be reloaded, resold or redeemed for money, and unused balance cannot be transferred to another account. [S4][S5][S6]
Digital Top-ups is a separate planned addition. The full announcement places it in the feature pipeline, with gaming intended to come first, and gives no rollout date. The presence of gift-card listings therefore should not be read as confirmation that purchases of in-game currencies or every other proposed top-up category have launched. [S2][S3]
For gift-card suppliers, the change adds a discovery and purchasing surface beyond the dedicated app. Its commercial impact will depend on buyers using that surface and on terms that have not been disclosed. The announcement’s device-distribution claims do not measure gift-card adoption, and no transaction totals or redemption results accompany the launch. [S2][S3]
The original announcement day was verified through PhonePe’s public issuer post and same-day reporting. The company’s main press page was regionally inaccessible during this review; its complete release was read in MediaInfoline’s attributed reproduction. Product claims and prices were checked directly against the marketplace pages. [S1][S2][S7]
In this article
Daniel Brooks
Daniel Brooks covers payment networks, financial technology, payment security, gift card fraud and PCI DSS for Gift Card News.