Mumbai: Flipkart Group, India’s homegrown e-commerce marketplace, through Flipkart and Myntra, has announced its partnership with Meta as an affiliate partner to strengthen creator-led commerce in India and make product discovery and shopping more seamless for consumers.
The collaboration enables creators to discover and tag products from Flipkart and Myntra directly within Facebook posts and Reels through affiliate integrations, allowing consumers to move seamlessly from product discovery to purchase. Instagram will follow as the next phase of the planned rollout across Meta’s platforms.
The move reflects the growing shift in India’s digital commerce landscape from search-led transactions to discovery-led shopping, increasingly shaped by creators and social content. Recognising this behavioural evolution early, Flipkart Group has invested over the past two years in creator infrastructure, content-led commerce capabilities, and platforms including Creatorhood and Affluencer.
The new experience is designed to create value across the ecosystem. Consumers can now discover products through content they trust and complete purchases directly on Flipkart or Myntra. Creators gain a structured monetisation pathway by earning commissions on sales generated through their content, while brands and sellers can connect with high-intent audiences through contextual and culturally relevant engagement.
The initiative places particular emphasis on India’s expanding creator economy and the growing influence of micro and nano creators. By opening affiliate commerce to creators of all sizes, the partnership aims to make monetisation opportunities more accessible across the content ecosystem.
India’s shopping behaviour continues to evolve rapidly. According to the How India Shops Online 2026 report by Flipkart and Bain & Company, GenZ now accounts for 40%–45% of India’s e-retail shoppers and drives nearly half of incremental e-retail orders, with influencer-led discovery and social content playing an increasingly important role in purchase decisions across categories and geographies.
Commenting on the launch, 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 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.”
For brands and sellers, the partnership opens new opportunities to improve product visibility, expand market access, and engage emerging consumer segments through creator-led recommendations. Sellers can select products to feature, determine commission structures, and leverage authentic content to drive conversions.
With this launch, Flipkart Group deepens the integration between social discovery and trusted marketplace infrastructure, positioning itself to capture the next phase of creator-driven commerce growth across India’s evolving digital ecosystem.
