Fintech is disrupting the traditional financial models with the power of technology. Will it solve the problems faced by retailors and stimulate the vitality of their business? In this paper, we focus on the impact of fintech development on the entrepreneurial behaviour of retailors in India. This paper theoretically analyses the effects of fintech development on the entrepreneurial behaviour of retailors and put forward the corresponding theoretical hypotheses. Our findings suggest that fintech development encourages retailors in their entrepreneurial behaviour, the development of fintech mainly promotes survival entrepreneurship among retailers, while the entrepreneurial effect of fintech is more significant among retailers with low education level, low income level and in the central and western regions. Overall, our study provides timely insights into boosting retail entrepreneurship in emerging countries like India by leveraging the potential of fintech.