The Flipkart Group has become part of Meta's affiliate partner program, enabling creators to tag items from Flipkart and Myntra in their posts and short videos, as the Walmart-owned e-commerce firm aims to enhance creator-driven shopping in India.

The collaboration will allow creators to find and connect products from Flipkart and its fashion platform Myntra directly within content shared on Meta's platforms, facilitating a smoother transition for consumers from discovering products to making purchases.

The companies announced that the integration will debut on Facebook before extending to Instagram in the future.

“Two years back, Flipkart acknowledged that Gen Z was changing the dynamics of Indian retail.” “That finding highlighted the shift from search bars to social feeds, with creators emerging as the new storefront,” stated Ravi Iyer, chief financial officer (CFO) of Flipkart Group. "This collaboration with Meta is a logical progression, of that belief."

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Arun Srinivas, managing director and country head of Meta India, stated: “India stands out as one of the most thrilling creator economies globally, and this collaboration with the Flipkart Group signifies our dedication to turning that potential into reality for creators of all scales.”

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The alliance highlights the larger transformation in digital commerce in India — moving from search-driven transactions to discovery-driven, creator-influenced shopping. As social media platforms evolve into key discovery hubs, particularly for Gen Z consumers, Flipkart Group is uniting content, creators, brands, sellers, and reliable commerce systems.

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For shoppers, the experience is simple: They see a product in a creator's post or Reel, tap the product tag and complete the purchase on Flipkart or Myntra. For creators, it creates a structured way to turn recommendations into income by earning commissions from sales generated through their posts. For brands and sellers, it opens up a new route to reach high-intent audiences through content that is more contextual, authentic and culturally relevant.