Flipkart Group has joined Meta's affiliate partner programme, allowing creators to tag products from Flipkart and Myntra in posts and short-form videos. According to reports from Business Standard, the Walmart-owned e-commerce company seeks to expand creator-led shopping in India through this strategic alliance. The partnership will enable creators to discover and link products directly within content published on Meta's platforms, facilitating seamless movement from product discovery to purchase.
The integration will launch on Facebook before expanding to Instagram at a later stage, as reported by Business Standard. Creators can tag products from both Flipkart and its fashion platform Myntra directly within their content, creating a structured monetization opportunity. For shoppers, the experience remains simple - they see a product in a creator's post or Reel, tap the product tag, and complete the purchase on Flipkart or Myntra.
Ravi Iyer, chief financial officer of Flipkart Group, emphasized the company's recognition that Gen Z is rewriting Indian retail rules, with discovery moving from search bars to social feeds. As reported by Business Standard, Iyer described the Meta partnership as a natural extension of this conviction. Arun Srinivas, managing director and country head of Meta India, highlighted India's position as one of the most exciting creator economies globally, reflecting Meta's commitment to making opportunities real for creators of all sizes.
The partnership creates structured monetization opportunities for creators through commissions from sales generated through their posts, as reported by Business Standard. For brands and sellers, it opens new routes to reach high-intent audiences through contextual, authentic, and culturally relevant content. According to the How India Shops Online 2026 report by Flipkart and Bain & Company, Gen Z now accounts for 40-45% of India's e-retail shoppers and drives nearly half of incremental e-retail orders, with influencer-led discovery playing an increasingly significant role across fashion, beauty, gadgets, and lifestyle products.
