Flipkart Group has joined as a Meta affiliate partner, bringing product discovery and shopping closer together through creator-led commerce across its platforms, including Flipkart and Myntra.
The partnership allows creators to discover and tag products from Flipkart and Myntra directly within Facebook posts and Reels through affiliate integrations, enabling consumers to move seamlessly from content discovery to purchase. The initiative launches on Facebook, with Instagram expected to be part of the next phase of the rollout.
The move builds on Flipkart Group's investments in creator-led commerce through platforms such as Creatorhood and Affluencer, as the company looks to tap into changing consumer behaviour driven by social media and content creators.
The partnership is designed to benefit multiple stakeholders across the ecosystem. Consumers can discover products through creator content and complete purchases on Flipkart or Myntra with a single tap. Creators gain a structured monetisation model through affiliate commissions generated from product sales linked to their content. Brands and sellers, meanwhile, gain access to audiences through creator recommendations that are contextual and content-led.
According to Flipkart and Bain & Company's How India Shops Online 2026 report, Gen Z now accounts for 40-45% of India's e-retail shoppers and contributes nearly half of incremental e-retail orders, highlighting the growing role of creators and social content in influencing purchase decisions.
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.”
The partnership marks a deeper integration between social discovery and e-commerce, as Flipkart Group looks to strengthen its position in India's growing creator commerce ecosystem.
