Fruugo, the global online marketplace, is entering India through a partnership with PayGlocal, an RBI-authorised cross-border payments platform. The partnership will give PayGlocal’s 12,000+ merchants access to Fruugo’s global marketplace, supported by DMSMatrix’s technology, onboarding and operational capabilities, helping Indian businesses improve product discoverability and reach customers across international markets.
This comes at a time when Indian MSMEs are facing a new challenge. Getting online is becoming easier. Getting noticed is becoming harder.
India’s e-commerce marketplace is projected to grow by 12.4% in 2026 to reach US$225.9 billion, according to GlobalData. As online marketplaces grow, they also get more crowded, and building brand visibility gets harder, especially for smaller businesses. One popular Indian marketplace for MSME merchants had close to a million transacting sellers by the end of FY’25.
This makes it increasingly important for businesses to diversify their sales channels and explore international markets to reach new audiences and unlock growth. For MSMEs looking to gain visibility on global platforms, experimenting with major regional players is key. The opportunity is significant: 78% of internet users in the European Union purchased goods or services online in 2025, up from 76.6% in 2024. Through Fruugo, Indian businesses in categories like electronics, home decor and clothing can put their products in front of shoppers across 46 countries.
“Marketplaces have played an important role in helping Indian MSMEs make the first leap into digital commerce. They give a business access to a much larger cohort of buyers and create the discoverability needed for individual products and brands to stand out. The next step is to widen that opportunity across borders, so businesses have more room to discover where their products can travel and grow.” said Prachi Dharani, CEO & Co-founder, PayGlocal.
The partnership brings together Fruugo’s international shopper network, PayGlocal’s cross-border payments infrastructure and DMSMatrix’s technology and operational ecosystem. Together, the three companies aim to simplify access to international commerce for Indian sellers, helping them reach new audiences, test demand across markets and build a presence beyond India.
“India has an extraordinary community of ambitious businesses and entrepreneurs representing an exciting breadth of products, and we see significant potential in helping more of them reach consumers around the world with a fully localised service. Our partnership with PayGlocal gives Indian merchants another way to connect with international shoppers, while making the experience of selling across borders more accessible. We are excited to build a stronger bridge between Indian businesses and the global demand that awaits them.” said Fergal Gara, CEO, Fruugo.
“This tri-party initiative between Fruugo, PayGlocal and DMSMatrix creates one of the biggest global e-commerce opportunities for Indian brands and MSMEs. With the India–UK trade agreement now in force and the India–EU agreement progressing towards implementation, the timing could not be stronger. Together, we are combining Fruugo’s global marketplace reach, PayGlocal’s cross-border payments infrastructure and DMSMatrix’s technology, onboarding and operational ecosystem—enabling Indian sellers to access customers across 40+ countries and scale internationally with confidence”, said Sudeep Singh, Founder & CEO, DMSMatrix
For PayGlocal, the partnership forms part of a broader effort to create more avenues for Indian businesses to participate in global commerce. By working with international marketplaces and commerce platforms, the company aims to help MSMEs diversify their sales channels, expand their global reach and access new sources of demand.