Flipkart, Meta Join Hands to Expand Creator Commerce in India

Flipkart Group has partnered with Meta to accelerate creator-led commerce in India, where content creators can tag products directly from Flipkart and Myntra within Facebook posts and Reels.

The integration aims to offer a smooth shopping experience for consumers to discover products through creator content and buy through Flipkart and Myntra.

It’s launching first on Facebook, and will come later to Instagram as part of Meta’s larger ecosystem.

The partnership introduces a performance-based monetisation model that allows creators to monetise product recommendations and social content.

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Creator Monetisation:

Creators from large influencers to micro and nano creators will be able to discover products from Flipkart and Myntra under the programme, tag them in their content and earn commissions on successful purchases generated through their posts.

The initiative provides brands and sellers with an extra marketing channel that uses creator influence to help product discovery and sales. Sellers involved in the program will have control over which products are highlighted and are free to set their own commission rates for creators.

"Meanwhile, consumers will be able to click on tagged products inside Facebook content and be directed to Flipkart or Myntra to complete their transactions.

The partnership builds on Flipkart’s increasing investment in content-led commerce through platforms such as Creatorhood and Affluencer that connect brands with creators and influencers.

This is in line with the rising popularity of social commerce and creator-led buying among younger consumers in India.

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Gen Z Influence:

According to a report, How India Shops Online 2026, by Flipkart and Bain & Company, Gen Z accounts for 40-45% of online shoppers in India and nearly half of incremental e-commerce orders.

The report noted that influencer recommendations and social media content are increasingly emerging as significant drivers for purchase decisions across categories like fashion, beauty, electronics and lifestyle products.

“We are excited to explore new shopping behaviours of younger consumers through this partnership,” said Flipkart Group’s Chief Financial Officer, Ravi Iyer.

“Two years ago, Flipkart recognised that Gen Z was rewriting the rules of Indian retail. Discovery was moving from search bars to social feeds, and creators were becoming the new storefront. This partnership with Meta is a natural extension of that conviction,” Iyer said.

He added that the initiative offers creators a pathway from influence to entrepreneurship while helping brands engage consumers through authentic content experiences.

Arun Srinivas, Managing Director and Country Head, Meta India, said the partnership aims to unlock new opportunities within India’s growing creator economy.

“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,” Srinivas said.