Myntra has fully rolled out its affiliate commerce programme on Instagram in India, allowing creators to tag Myntra products directly in posts and Reels. The company said it is the first lifestyle e-commerce platform in India to launch the programme in partnership with Meta.
The rollout follows Myntra’s Facebook integration, which went live in June under the Flipkart Group’s partnership with Meta. Within a month of the Instagram rollout, Myntra recorded over 1 million sign-ups, with 200,000 creators already creating content.
On Facebook, the programme recorded 1.3 million sign-ups, including over 650,000 active creators. Across both platforms, creators have published around 3 million posts since the affiliate feature launched, driving traffic to Myntra.
Creator earnings during the Big Fashion Festival
With the festive season underway, the company expects an increase in app traffic and a twofold rise in creator posts. Creators participating in Myntra’s affiliate programmes across Instagram, YouTube and Facebook, including Myntra Ultimate GlamClan Affiliate, can earn 3X more during the Big Fashion Festival (BFF).
Myntra Glamstream records 7 million users
The company said 7 million users engage with Glamstream, its shoppable content destination on the app, spending a combined 200,000 hours on the platform. Gen Z accounts for 52% of total views.
Myntra Creator Club event in New Delhi
The announcement coincides with the New Delhi chapter of Myntra Creator Club, co-hosted by Meta, which brought together some of the country’s prominent creators. The Creator Club is an invite-only event series held across cities to facilitate conversations and collaborations.
- Myntra’s creator-commerce initiatives include:
- Ultimate GlamClan and affiliate programmes
- Creator storefronts and curated collections
- Shoppable recommendations
These initiatives enable creators to build communities, amplify their recommendations and monetise their influence.
Speaking on the launch, Lakshminarayan Swaminathan, SVP & Chief Product Officer, Myntra, said,
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.
Commenting on the launch, Meghna Apparao, Director, E-Commerce & 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 partnerships to Instagram, the company 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.