Bengaluru – June 09, 2026: Flipkart Group, India’s homegrown e-commerce marketplace, through Flipkart and Myntra, today announced that it has joined as a Meta affiliate partner to scale creator-led commerce in India by making product discovery and shopping more seamless for customers.

The partnership enables creators to discover and tag products from Flipkart and Myntra directly within their posts and Reels through affiliate integrations, making it easier for consumers to discover and shop for products seamlessly. The partnership launches on Facebook, with Instagram as the next phase of a planned rollout across Meta’s platforms.

Flipkart Group identified this shift in consumer behaviour two years ago and has been systematically building for it through investments in creator infrastructure, content-led commerce, and platforms like Creatorhood and Affluencer.

The partnership underscores the broader shift in how digital commerce is evolving in India: from search-led transactions to discovery-led, creator-influenced shopping. As social platforms become important discovery destinations, especially for GenZ customers, the Flipkart Group is bringing together content, creators, brands, sellers and trusted commerce infrastructure.

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 commission from sales generated from 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.

Empowering India’s Creator Economy
The initiative puts creators and customers at its core, and reflects the growing influence of creators in shaping how young consumers discover, evaluate and shop online. As social platforms become primary discovery destinations, especially for GenZ consumers, creator recommendations carry real purchase influence. The Flipkart Meta affiliate partnership is designed to formalise and scale this dynamic, creating a structured, accessible path for creators of all sizes to participate in commerce, and for their audiences to shop from the content they already engage with.

India’s shopping behaviour is shifting rapidly. According to the ‘How India Shops Online 2026’ report by Flipkart and Bain & Company, GenZ now accounts for 40%–45% of India’s e-retail shoppers and drives nearly half of incremental e-retail orders, with influencer-led discovery and social content playing an increasingly significant role in purchase decisions  across categories, from fashion and beauty to gadgets and lifestyle, and across both metros and non-metros.

Value Across the Ecosystem
For Consumers: It enables a frictionless path from discovery to purchase. Shoppers see a product in a creator’s post, tap the tag, and buy directly on Flipkart or Myntra, in a shopping experience anchored in content they already trust.

For Creators: A new, accessible income stream tied directly to the content they already create. Creators can discover and tag affiliate products in posts and Reels, earn a commission on every sale, and manage everything from one dashboard. The program is open to micro and nano creators, not just established influencers, broadening monetisation access across the creator community.

For Brands and Sellers: As India’s e-commerce ecosystem continues to expand, this partnership will create substantial opportunities for MSMEs, entrepreneurs, and sellers by helping them improve product visibility, expand market access, and connect with new consumer segments through creator-led engagement. Brands and sellers can select which products to feature, set their own commission rates, and reach high-intent audiences through recommendations that are more authentic and contextual than traditional advertising.

Commenting on the launch, Ravi Iyer, CFO, Flipkart Group said, “Two years ago, Flipkart recognised that GenZ was rewriting the rules of Indian retail. That discovery was moving from search bars to social feeds, and that creators were becoming the new storefront. This partnership with Meta is a natural extension of that conviction. It gives creators a direct path from influence to entrepreneurship, and offers brands a way to reach consumers through content that feels real, not advertised.”

Arun Srinivas, Managing Director and Country Head of Meta India said, “India is one of the most exciting creator economies in the world, and this partnership with the Flipkart Group reflects our commitment to making that opportunity real for creators of every size. 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.”

The Flipkart Meta partnership marks the beginning of a deeper integration between social discovery and trusted marketplace infrastructure in India. As creator commerce scales, Flipkart Group is positioned to be the platform where that discovery converts, across categories, across markets, and across every tier of the creator economy.

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Bengaluru – 18th September 2025: Flipkart Group, one of India’s largest and most trusted e-commerce platforms, today announced the completion of a comprehensive, independent self-audit on its digital platforms. The audit has been done to ensure the highest standards of compliance, accountability, and consumer protection with the Central Consumer Protection Authority (CCPA) Guidelines and Advisory for Prevention and Regulation of Dark Patterns, 2023 and 2025. The group company, which includes Flipkart, Myntra, Flipkart Wholesale, and Cleartrip, has always been committed to ensuring that our millions of customers are treated with fairness and transparency. As an organisation, Flipkart recognizes the immense responsibility towards Indian consumers, and has been continuously investing in robust policies, controls, ethical design practices, intense training and awareness programs, and transparent communication to empower consumers with clarity and confidence in their choices.

The comprehensive self-audit completion declaration has been formally submitted to the Hon’ble Secretary, Ministry of Consumer Affairs, Smt. Nidhi Khare, IAS.

Speaking on the development, Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group, said, “We are deeply committed to ensuring every consumer interaction is built on transparency and trust. We’ve continuously sought to uphold the highest standards of compliance, and our recent self-audit across Flipkart, Myntra, Flipkart Wholesale, and Cleartrip is a testament to that commitment. This initiative is a proactive step that reinforces our role as a responsible digital marketplace. We are proud to align with the government’s vision of a transparent digital economy, and we will continue to collaborate with the Ministry of Consumer Affairs and all other stakeholders to strengthen consumer protection.”

Appreciating and acknowledging the initiative, Hon’ble Secretary, Ms Nidhi Khare, IAS, said, “The Ministry appreciates Flipkart’s proactive step in completing a comprehensive self-audit on dark patterns. This demonstrates a clear commitment to putting consumer interests first. Such initiatives are vital for strengthening trust in e-commerce and will serve as a significant benchmark for other platforms to ensure fairness and transparency in their digital practices.”

Flipkart Group reinstates its commitment to working alongside the government in shaping a transparent and equitable digital economy in India. Flipkart Group believes that by making informed choices, shoppers can navigate the digital marketplace with confidence, ensuring their purchase experiences are both enjoyable and secure.

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