Flipkart Group has joined Meta’s affiliate partner programme, enabling content creators to tag products from Flipkart and Myntra in social media posts and short-form videos as the Walmart-owned e-commerce company strengthens its focus on creator-led commerce in India.
The partnership will allow creators to discover and link products from Flipkart and its fashion platform Myntra directly within content published on Meta’s platforms, creating a more seamless path from product discovery to purchase for consumers.
The integration is set to launch initially on Facebook before being expanded to Instagram at a later stage, according to the companies.
Flipkart Group Chief Financial Officer Ravi Iyer stated that product discovery has increasingly moved from traditional search-based channels to social media feeds, with content creators emerging as influential retail touchpoints. He described the partnership with Meta as a natural extension of Flipkart’s strategy to capitalise on these changing shopping patterns.
Meta India Managing Director and Country Head Arun Srinivas said India has become one of the world’s most dynamic creator economies. He noted that the partnership reflects Meta’s commitment to helping creators of all sizes monetise their influence and participate more effectively in the digital economy.
Under the new arrangement, consumers will be able to view products featured in a creator’s post or Reel, tap the product tag and complete purchases directly through Flipkart or Myntra. For creators, the programme provides an opportunity to earn commissions on sales generated through their content. Brands and sellers, meanwhile, will gain access to highly engaged audiences through contextual and creator-driven marketing.
