Flipkart partners with Meta for creator-led shopping

E-commerce major Flipkart has announced a partnership with Meta to enable creator-led shopping across social media platforms. Under the collaboration, content creators will be able to discover and tag products from Flipkart and Myntra directly within their Facebook posts and reels. They will earn a commission on every sale, while consumers will be able to purchase products directly by tapping the product tags, the company said in a statement. The initiative will initially be launched on Facebook, with Instagram scheduled for the next phase rollout. "Two years ago, Flipkart recognised that Gen Z 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," said Flipkart Group CFO Ravi Iyer.

"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," he added.