Flipkart Group has partnered with Meta as an affiliate partner to expand creator-led commerce in India, allowing creators to tag products from Flipkart and Myntra directly within their content on Meta platforms.
The integration enables creators to discover and tag products in Facebook posts and Reels, allowing users to move from product discovery to purchase through Flipkart and Myntra. Instagram integration is expected to follow as part of a broader rollout across Meta’s platforms.
According to the company, this move reflects the growing role of social media platforms in influencing online shopping behaviour, particularly among younger consumers. Over the past two years, Flipkart Group has invested in creator focused initiatives, including platforms such as Creatorhood and Affluencer, aimed at strengthening content driven commerce.
Under the partnership, consumers can view products featured in creator content, access product tags, and complete purchases through Flipkart or Myntra. Creators participating in the affiliate programme can earn commissions on sales generated through their content, while brands and sellers gain an additional channel to reach consumers through creator recommendations.
The initiative aligns with broader changes in India’s digital commerce landscape, where product discovery is increasingly taking place through social content rather than traditional search based journeys. Creator recommendations are becoming an important factor in influencing purchase decisions across categories such as fashion, beauty, electronics, and lifestyle.
According to the ‘How India Shops Online 2026’ report by Flipkart and Bain & Company, Gen Z consumers account for 40 percent to 45 percent of India’s e retail shoppers and contribute nearly half of incremental online retail orders. The report also highlights the increasing role of influencer content in shaping purchasing decisions across both metro and non metro markets.
The affiliate programme is designed to be accessible to creators across different audience sizes, including micro and nano creators. Participants can identify affiliate products, tag them in content, track performance, and manage earnings through a centralised dashboard.
For brands and sellers, including MSMEs and entrepreneurs, the partnership provides an additional avenue to increase product visibility and reach consumers through creator generated content. Sellers can determine which products to promote through the programme and set commission structures for participating creators.
The partnership represents a further convergence of social media, creator ecosystems, and e commerce platforms as companies seek to integrate content discovery and online shopping experiences.
Ravi Iyer, CFO, Flipkart Group said, “Two years ago, Flipkart recognised that GenZ was rewriting the rules of Indian retail. That discovery was moving from search bars to social feeds, and that creators were becoming the new storefront. This partnership with Meta is a natural extension of that conviction. It gives creators a direct path from influence to entrepreneurship, and offers brands a way to reach consumers through content that feels real, not advertised.”
Arun Srinivas, Managing Director (MD) and Country Head of Meta India said, “India is one of the most exciting creator economies in the world, and this partnership with the Flipkart Group reflects our commitment to making that opportunity real for creators of every size. By bringing together Meta’s discovery platforms and Flipkart’s marketplace infrastructure, we are creating a direct path from inspiration to income and helping businesses reach consumers through content that feels authentic, not advertised.”
