Flipkart Group has partnered with Meta to launch a new affiliate programme that allows creators to tag products from Flipkart and Myntra directly within Facebook posts and Reels, strengthening the link between social media content and online shopping.
The initiative is being rolled out initially on Facebook and is expected to expand to Instagram in a later phase as the companies seek to capitalise on the growing influence of creators in shaping consumer purchasing decisions.
Shopping meets social media
Under the programme, creators can tag products featured in their content, enabling users to click on the items and complete purchases through Flipkart or Myntra. Creators will earn commissions on successful sales generated through their posts and videos.
The move reflects a growing trend in e-commerce, where consumers increasingly discover products through social media recommendations rather than traditional online searches.
Industry observers note that creator-led content has become a powerful driver of purchasing behaviour, particularly among younger consumers who spend significant time on digital platforms.
Flipkart expands creator commerce strategy
Flipkart said the partnership builds on investments made over the past two years to strengthen creator-focused commerce initiatives.
The company has introduced programmes such as Creatorhood and Affluencer to help influencers and content creators monetise their audiences while connecting brands with potential customers.
According to the company, social commerce is becoming an increasingly important part of the online retail ecosystem as users look for authentic product recommendations from trusted creators.
Growing role of creators in e-commerce
The partnership highlights the changing nature of product discovery in India. Social media platforms are no longer used solely for entertainment and communication but are increasingly influencing shopping decisions.
With the expected expansion of the programme to Instagram, both Flipkart and Meta are aiming to create a more seamless shopping experience that integrates content, product discovery and purchasing within a connected digital ecosystem.
The collaboration is expected to further strengthen India’s rapidly growing creator economy while opening new revenue opportunities for influencers across the country.