Myntra has launched an affiliate commerce network on Instagram in collaboration with Meta, allowing creators to directly tag Myntra goods in their posts and Reels. According to the company, the agreement will make it the first lifestyle e-commerce site in India to provide the service.

The expansion follows the launch of the commerce platform’s affiliate feature on Facebook in June as part of the Flipkart Group’s cooperation with Meta.

In a single month, the Instagram program had over one million sign-ups, with 200,000 creators publishing material. On Facebook, the initiative has received 1.3 million sign-ups, with over 650,000 active artists.

Since launching its affiliate feature on Instagram and Facebook, creators have created over 3 million posts, which the company claims are generating traffic to its platform.

With the festive season started, the commerce platform anticipates increased traffic to its app, as well as a twofold increase in creative posts. The business also stated that producers who participate in its affiliate programs, such as Myntra Ultimate GlamClan, might make three times more during the Big Fashion Festival (BFF). The programs run on Instagram, YouTube, and Facebook.

According to Myntra, 7 million people use Glamstream, the app’s shoppable content destination, and spend a total of 200,000 hours on the platform. The corporation reports that Gen Z accounts for 52% of overall views.

Myntra’s Senior Vise President and Chief Product Officer, Lakshminarayan Swaminathan, commented on the development. “Our affiliate programme, which is now live on Instagram, is a significant step in making creator-commerce seamless. It gives creators a direct, hassle-free way to monetise their influence, while offering fashion-forward shoppers an effortless path from discovery to checkout. As we bring this to our creators at the right time for the festive season, this milestone reflects how integral the creator community is to Myntra’s long-term growth journey.”

Meghna Apparao, Director – E-Commerce and Retail (India), Meta, said, “The way people shop is constantly evolving, with creators now playing an increasingly pivotal role in moving consumers from inspiration to action. By bringing affiliate partnership to Instagram, Myntra is making that journey more seamless, while giving creators new ways to turn their influence into opportunity. The early momentum we’re seeing underscores the potential of creator-led commerce in India, and we’re excited to see this take off as brands and creators gear up for the festive season.”