The partnership enables creators to discover and tag products from Flipkart and Myntra directly within their posts and reels through affiliate integrations
Flipkart Group, a homegrown ecommerce marketplace, through Flipkart and Myntra, said that it has joined as a Meta affiliate partner to scale creator-led commerce in India by making product discovery and shopping more seamless for customers.
The partnership enables creators to discover and tag products from Flipkart and Myntra directly within their posts and reels through affiliate integrations. The partnership commences on Facebook, with Instagram as the next phase of a planned rollout across Meta’s platforms, the company added.
The company noted that it identified this shift in consumer behaviour two years ago and has been building for it through investments in creator infrastructure, content-led commerce and platforms like Creatorhood and Affluencer.
“Two years ago, Flipkart recognised that Gen Z 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,” stated Ravi Iyer, Chief Financial Officer (CFO), Flipkart Group.
The initiative puts creators and customers at its core and reflects the growing influence of creators in shaping how young consumers discover, evaluate and shop online. As social platforms become primary discovery destinations, especially for GenZ consumers, creator recommendations carry real purchase influence.
“The Flipkart Meta affiliate partnership is designed to formalise and scale this dynamic, creating a structured, accessible path for creators of all sizes to participate in commerce and for their audiences to shop from the content they already engage with,” the company explained.
India’s shopping behaviour is shifting rapidly. According to the ‘How India Shops Online 2026’ report by Flipkart and Bain & Company, GenZ now accounts for 40 to 45 per cent of India’s e-retail shoppers and drives nearly half of incremental e-retail orders. Influencer-led discovery and social content are playing an increasingly significant role in purchase decisions across categories, from fashion and beauty to gadgets and lifestyle and across both metros and non-metros.
