In a significant move signaling renewed interest in AI-driven e-commerce infrastructure, Flipkart co-founder Binny Bansal has invested $20 million in ShopOS, a new AI-based operating system for e-commerce brands. This strategic funding comes two years after the acquisition of Shopflo, a previous startup from the same founding team.
ShopOS, founded by Priyanshu Jain, Ankit Prasad, and Pulkit Chhabra, aims to provide an end-to-end AI-powered solution that enables brands and retailers to manage every aspect of their online business—from storefront creation to marketing automation and order management—through a single unified platform. The startup positions itself as a full-stack operating system for modern commerce.
From Shopflo to ShopOS: A Pivot with a Broader Vision
The ShopOS team previously launched Shopflo, a checkout optimization tool designed to streamline online purchases for D2C brands. Shopflo was acquired in 2023 by payment gateway Razorpay, and the founders soon regrouped with a wider vision, shifting focus from checkout to the entire lifecycle of e-commerce operations.
ShopOS now emerges as a next-generation platform seeking to simplify and automate online commerce using artificial intelligence, automation, and integration capabilities. Its core proposition is to serve digital-first brands that need scalable, intelligent tools for growth without relying heavily on engineering or fragmented third-party tools.
Binny Bansal, who has invested in several early-stage startups through his venture firm, expressed confidence in the team’s ability to build for the future of digital commerce. “Having worked with the founders before, I believe they are solving a large pain point in the e-commerce enablement stack,” Bansal noted in a statement.
AI at the Core of ShopOS
ShopOS distinguishes itself with a modular architecture powered by generative AI that allows users to build e-commerce flows with minimal coding. The platform integrates storefront management, inventory syncing, payments, analytics, and marketing tools into a plug-and-play ecosystem. It claims to reduce go-to-market timelines and operational overhead for brands launching or scaling online.
A key part of the platform is its AI-based assistant, which can suggest storefront designs, product titles, inventory planning, and performance optimizations. This approach aligns with broader trends in martech and retail tech, where automation and AI are increasingly leveraged for cost efficiency, speed, and personalization.
Early pilot users of ShopOS include D2C and retail brands across India and Southeast Asia, with use cases ranging from catalog automation to AI-driven sales funnel analysis.
Aimed at Modern E-Commerce Challenges
The ShopOS platform seeks to address fragmentation in the current e-commerce software stack. Today, most online sellers use a mix of SaaS tools, manual workflows, and agency support—resulting in higher costs and inefficiencies. By integrating storefront, CRM, marketing, and logistics under one AI-powered layer, ShopOS aims to bring "backend intelligence" to digital retail operations.
The startup has also indicated plans to expand its API integrations with platforms like Shopify, WooCommerce, and Amazon, making it accessible for businesses operating on different ecosystems.
With India’s D2C market expected to cross $100 billion by 2026, platforms like ShopOS could play a key role in enabling brands to scale quickly and affordably. According to market analysts, the investment is a strategic bet on the "commerce infrastructure of the future," similar to how companies are investing in AI layers across other industries.
What’s Next
With the new funding, ShopOS plans to grow its engineering and AI research teams and further build out its automation capabilities. The founders have stated that their goal is to make e-commerce "as simple as operating a smartphone app" by abstracting technical complexity.
ShopOS also intends to onboard hundreds of mid-size and growth-stage brands over the next 12 months and explore international expansion starting with Southeast Asia.
The investment by Bansal—one of India’s most influential tech entrepreneurs—signals broader investor interest in AI-native B2B platforms. As the AI wave accelerates in commerce tech, startups like ShopOS reflect a shift from standalone tools to intelligent operating systems that offer plug-and-play simplicity, automation, and scale for growing digital businesses.