The new love for influencers: turning e-commerce platforms into content hubs

No longer just working with publishers on affiliate programs, as they have long done, e-commerce platforms now allow influencers and regular users to create, publish and livestream directly within their apps.

According to online retail company executives, this shift has multiplied the number of affiliate marketing activities on e-commerce platforms over the past year. (Affiliate marketing refers to influencers or publishers who include product links or recommendations in their videos or content and earn a commission.)

Sunder Balasubramanian, chief marketing officer of fashion platform Myntra, said videos on the platform have grown 240% in about a year.

The videos on the platform have grown by 240% in about a year. —Myntra’s Sunder Balasubramanian

Profits increase

Creators’ commissions on sales generated through their product recommendations have skyrocketed as a result. The estimated two lakh creators across categories such as fashion, beauty, technology, home decor and cooking have seen their revenues double, peaking during the festival season just over when purchase-based commissions were at their highest, executives said.

At Amazon India, an influencer program that is almost a decade old has recently gained traction. “Amazon.in’s Influencer Program now includes more than one million creators, many of whom are evolving to more advanced features over time. We provide creators with tools to recommend products, earn commissions on qualifying purchases and even get featured on Amazon,” said Zahid Khan, Director of Shopping Experience at Amazon India.

There are currently an average of 45 product recommendation livestreams per day, with creators engaging customers with real-time demonstrations, Q&As, and exclusive promotions.

Khan said products under technology, fashion, beauty, home and lifestyle consistently drive the highest engagement with live content. That’s why Amazon launched a tech influencer program in August that provides early access to product launches and deals, preferential commissions, dedicated content studios, training resources and brand partnerships for tech makers.

During the Amazon Great Indian Festival, the platform offered more than 2,000 live streams hosted by more than 900 trusted creators and category experts. Engagement increased twofold during the festive sale, with 1.5x more views and a doubling of conversions compared to non-sale events, Khan said. Like Chef Kunal Kapur; celebrity mom influencer Kishwer Merchant; makeup teachers Sumukhi Suresh, Asha Negi, among others; interior designer Pragya Tunge; and fashion stylist Vanshika Gaba were among the influencers engaged by Amazon.

As young shoppers look for authenticity and a personal connection, e-commerce platforms are forced to collaborate with content creators, says Harsh Pandit, a fashion maker with 424,000 followers on Instagram. “While e-commerce has become a solid extension of creators’ incomes, apart from brand collaborations, it comes with its own challenges. For example, a creator with five lakh followers may have approximately ₹25,000 per hour from a live e-commerce session, compared to approx ₹1 lakh for a similar brand promotional video on Instagram,” he said. He started his e-commerce partnership with Amazon two years ago, followed by Meesho, Flipkart and Myntra.

The difference lies in the intent: audiences on e-commerce platforms view with the intention of purchasing, while on Instagram they may engage simply because they like the style.

Certainly, some of this content created for the e-commerce platforms also finds its way onto Instagram and YouTube. This is reflected in the majority of creators’ revenues, with nearly 80% coming from brand collaborations on social media, Pandit said.

Category leaders

Tech creator Dhananjay Bhosale, who has 631,000 followers on Instagram, said technology has become one of the largest content categories on e-commerce platforms alongside beauty and fashion. “These (tech) products tend to be long-term investments with higher value, so consumers want to choose carefully based on their budgets and needs. Makers help by reviewing products, explaining technical terms and extensively testing devices to give viewers realistic and practical insights,” Bhosale said.

He added that makers make the most during the holiday season, when e-commerce giants make their flagship sales. “Typically, 10-20% of a creator’s monthly income comes from e-commerce collaborations. But in September and October, that figure jumps 40-50%. Live videos are especially effective then, as they enable two-way interactions and personalized product suggestions based on specific consumer needs,” he said.

Bhosale also pointed out that just as brands partner with creators on Instagram and YouTube, they are now sponsoring livestreams on e-commerce platforms during product launches, further expanding creators’ revenue opportunities.

This content-driven commerce model is not just limited to top influencers, but regular users become creators as well. According to Myntra’s Balasubramanian, the platform has over 3.5 million shopper creators who are part of the Ultimate Glam Clan community, which has resulted in a 20% month-on-month increase in app signups. Of these creators, those who actively create content earn maximum ₹Average 3,000 to 4,000 per month.

“Engagement has also increased dramatically, with creator posts up 80% and video content up 240%. Notably, social commerce conversion rates are up 28%, underscoring the growing power of this ecosystem in driving purchase intent,” said Balasubramanian.

Meesho, bound for an IPO, has also benefited from the growing content commerce trend. In the 12 months to June 30, Meesho powered 39,618 active content creators who posted 679,466 “order-generating content,” according to the company’s draft prospectus. “We have generated ₹7.07 billion in net merchandise value (NMV) of our market through content commerce in fiscal year 2025, after realizing this growth within 23 months of launch in May 2023,” read the document. NMV refers to the value of goods sold.

Emails sent to other e-commerce platforms, including Nykaa, Flipkart and Purplle, received no response by press time.

E-commerce platforms are increasingly turning into content hubs for influencers, an analyst said. “These platforms are doubling the number of influencer-driven campaigns, both on-site and across social media, as creators offer a more affordable and targeted marketing alternative to traditional advertising,” said Madhulika Tiwari, a partner specializing in retail and consumer goods at consultancy The Knowledge Company (formerly Technopak Advisors).

However, this also poses reputational risks, she added. “Given the low barriers to entry, platforms must remain vigilant and equipped to address potential controversies or harmful creator behavior, both on and off the platform.”