Mumbai, June 30 -- Flipkart Internet Pvt. Ltd is expanding SuperCoins, its loyalty programme, into a cross-platform rewards currency, much like airline miles, with benefits extending beyond shopping to Uber rides.

Around 40 million users earn or burn SuperCoins in some form, one-third of Flipkart's customer base interacts with the programme, and roughly 90% of earned coins are redeemed, said Gaurav Arora, head of payments at Flipkart, in an interview, highlighting how loyalty is gaining traction in the discount-led Indian e-commerce market.

Arora said the idea has evolved over time and is now in its "third version". "It is tough to make a loyalty product work. You have to get the economics right before anything else."

The e-commerce pl...