L&T Finance adopts Pine Labs Payments Protocol for agentic commerce

L&T Finance is integrating Pine Labs' 'Agentic Storefront' technology directly into its consumer app. For retailers and operators, this marks a shift toward embedded commerce where financing and shopping are no longer separate steps. Instead of a customer choosing a product and then looking for a loan, the financing provider becomes the shopping portal itself. This partnership uses 'agentic' commerce, which leverages AI to guide consumers through purchasing decisions within the lender's ecosystem. For merchants, this means your products could soon be marketed directly to pre-approved borrowers through their existing banking or financing apps. This reduces friction at the point of sale because the credit is already established before the customer even lands on a product page. While this specific rollout is starting in the Indian market with L&T Finance, the underlying technology from Pine Labs reflects a global trend. Lenders are moving away from being a simple 'checkout button' and are becoming active sales channels for their merchant partners. Staying ahead of this trend means ensuring your inventory and promotional offers are ready to be ingested by these AI-driven lending platforms.

Source: Finextra — Lending

← Return to the library· Submit a correction