With social media apps fast transforming into e-commerce discovery platforms as well, leading marketplace Flipkart and Meta have joined hands for a unique affiliate partnership. Under the deal, creators will be able to tag Flipkart and Myntra products in their Facebook posts and Reels, allowing followers to discover the products and purchase the same without any hassle.
The feature will be rolled out across Meta platforms, with Instagram next in line after Facebook.
Here’s how the partnership works in the real world.
A creator tags the products in his/her post or Reel on Facebook. A follower, aka prospective shopper, discover the products, clicks the tag, gets directed to either Flipkart or Myntra platform and completes the purchase. The creator, in turn, gets commission.
For brands and sellers, this feature means enabling new storefronts on highly-popular Meta platforms where shoppers access creator feeds to discover new products and services.
Unlike a display ad, creator tagging carries inherent trust and credibility which make it easier to convert an intent into purchase decision.
Ravi Iyer, chief financial officer of Flipkart Group, said the partnership with Meta is a natural extension of the conviction that Gen Zs are discovering products no longer just on search engines but also on social feeds.
Arun Srinivas, managing director and country head of Meta India, stated that by combining Meta’s discovery platforms and Flipkart’s marketplace infrastructure, a direct path is being created to convert inspiration into income.