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Myntra has fully rolled out its affiliate commerce program 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 program in partnership with Meta.
Within a month of the Instagram rollout, Myntra picked up over 1 million registrationswith round 200,000 creators already creating content. The expansion follows the company’s Facebook integration, which went live in June under Flipkart Group’s partnership with Meta.
Myntra’s affiliate program is gaining momentum
Facebook has taken up Myntra’s affiliate program 1.3 million registrationsincluding more than 650,000 active creators. On Instagram and Facebook, the creators published around 3 million posts ever since the affiliate features have launched, helping to drive traffic to Myntra.
Instagram’s integration allows creators to tag Myntra products directly in their content, giving audiences a more direct way to discover products featured in posts and reels. The program also gives creators the opportunity to monetize product recommendations through affiliate commerce.
Creators can earn 3X More During the Big Fashion Festival
With the festive season underway, Myntra expects app traffic to increase alongside a two-fold increase in creator posts. Creators participating in its partner programs on Instagram, YouTube and Facebook, incl Myntra Ultimate GlamClan Affiliatecan earn 3X more during the Big Fashion Festival (BFF).
The initiative aims to encourage more creator-led shopping content during one of Myntra’s major festive shopping events.
Myntra Glamstream Records 7 Million Users
Myntra also highlights the growth of glam streamits in-app destination for shoppable content. The platform has 7 million usersthe collective spend around 200,000 hours engage with its content. Gen Z accounts for 52% of total opinionunderlines the importance of younger audiences to Myntra’s creator-commerce strategy.
Glamstream gives shoppers another way to discover products through content and recommendations in the Myntra app.
Speaking on the launch, Lakshminarayan Swaminathan, SVP & Chief Product Officer, Myntra, said, “Our partner program, which is now live on Instagram, is an important step towards making creator commerce seamless. Celebrated, this milestone reflects how integral the creator community is to Myntra’s long-term growth journey.
Meghna Apparao, Director, E-Commerce & Retail (India), Meta commented, “The way people shop is constantly evolving, with creators now playing an increasingly pivotal role in moving consumers from inspiration to action. By bringing partner partnerships to Instagram, the company makes this journey more seamless, while giving its creators new opportunities in the early moments to influence the potential. of the creator-led Commerce in India, and we’re excited to see this launch as brands and creators gear up for the holidays.
Myntra Creator Club event in New Delhi
The announcement coincides with the New Delhi chapter of Myntra Creator Clubco-hosted by Meta. The invited event series brings together creators and cities to encourage conversation and collaboration.
Myntra’s creator-commerce initiatives include Ultimate GlamClan and its affiliate programs, creator storefronts, curated collections, and shoppable recommendations. These tools are designed to help creators build communities, share product recommendations, and monetize their influence.