E-commerce platform Flipkart Group has announced a partnership with Meta to enable creator-led commerce in India, allowing creators to tag products from Flipkart and Myntra directly within their posts and Reels on Facebook.
The affiliate integration creates a path for consumers to discover and purchase products from a creator’s post or Reel through a product tag that completes the transaction on Flipkart or Myntra. The partnership launches on Facebook, with Instagram as the next planned phase of a rollout across Meta’s platforms.
For creators, the integration provides a way to earn commission from sales generated through their posts. For brands and sellers, according to the release, it opens a route to reach audiences through content described as contextual, authentic, and culturally relevant.
Flipkart Group said it identified a shift in consumer behavior two years ago and has been building toward creator-led commerce through investments in creator infrastructure and platforms including Creatorhood and Affluencer.
Data Context
According to the “How India Shops Online 2026” report by Flipkart and Bain & Company, GenZ accounts for 40%–45% of India’s e-retail shoppers and drives nearly half of incremental e-retail orders. The report notes influencer-led discovery and social content play a role in purchase decisions across categories including fashion, beauty, gadgets, and lifestyle, and across both metros and non-metros.
“Two years ago, Flipkart recognised that GenZ was rewriting the rules of Indian retail,” said Ravi Iyer, CFO, Flipkart Group.
“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.”
“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,” said Arun Srinivas, Managing Director and Country Head of Meta India.
“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.”
