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Within a month of the Instagram rollout, Myntra recorded over 1 million sign-ups, with around 200,000 creators already creating content. The expansion follows the company’s Facebook integration, which went live in June under the Flipkart Group’s partnership with Meta.
Myntra’s Affiliate Programme Gains Momentum
On Facebook, Myntra’s affiliate programme has recorded 1.3 million sign-ups, including more than 650,000 active creators. Across Instagram and Facebook, creators have published around 3 million posts since the affiliate features launched, helping drive traffic to Myntra.
The Instagram 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 programme also gives creators an opportunity to monetize product recommendations through affiliate commerce.
Creators Can Earn 3X More During Big Fashion Festival
With the festive season underway, Myntra expects app traffic to increase alongside a twofold rise in creator posts. Creators participating in its affiliate programmes across Instagram, YouTube, and Facebook, including Myntra Ultimate GlamClan Affiliate, can 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 highlighted the growth of Glamstream, its in-app destination for shoppable content. The platform has 7 million users, who collectively spend around 200,000 hours engaging with its content. Gen Z accounts for 52% of total views, highlighting the importance of younger audiences to Myntra’s creator-commerce strategy.
Glamstream gives shoppers another way to discover products through content and recommendations within the Myntra app.
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.”
Myntra Creator Club Event in New Delhi
The announcement coincides with the New Delhi chapter of the Myntra Creator Club, co-hosted by Meta. The invite-only event series brings together creators across cities to encourage conversations and collaborations.
Myntra’s creator-commerce initiatives include Ultimate GlamClan and its affiliate programmes, creator storefronts, curated collections, and shoppable recommendations. These tools are designed to help creators build communities, share product recommendations, and monetize their influence.