Paytm (a partial abbreviation for "pay through mobile") is an Indian multinational technology company that specializes in digital payment system, e-commerce and financial services, based in Noida. In February 2017, Paytm launched its Paytm Mall app, which allows consumers to shop from 1.4 lakh registered sellers.[78] Paytm Mall is a B2C model inspired by China's largest B2C retail platform TMall. Sellers have to pass through Paytm-certified warehouses and channels to ensure consumer trust. Paytm Mall has set up 17 fulfillment centres across India and partnered with more than 40 couriers.