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Our read
Myntra will more likely than not lean on creators for a bigger share of festive traffic.
For operators
Myntra's Instagram affiliate programme passed 1 million sign-ups in a month, with 200,000 creators already publishing, so rival fashion and beauty platforms need a comparable creator-led acquisition channel before the festive season.
Watch
Creators publishing above the 200,000 reported, by the end of the Big Fashion Festival, would mean sign-ups are turning into content and sellers gain a cheaper reach channel.
Ask next
What else has Myntra launched this year?The report, : Myntra's Instagram affiliate programme crosses 1 million sign-ups within a month of launch
Myntra has 200,000 creators publishing content through the programme, which was built with Meta and follows the June 2026 Facebook integration. The company expects festive-season creator posts to double.
- Instagram affiliate sign-ups, first month
- 1 million
- Instagram creators who published content
- 200,000
- Facebook affiliate sign-ups since June 2026
- 1.3 million
- Active creators, Facebook programme
- 650,000
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Reported figures
From the report. Source details below
| Facebook affiliate sign-ups since June 2026: | 1.3 million |
|---|---|
| Active creators on Facebook programme: | 650,000 |
| Creator posts across both platforms: | around 3 million |
| Glamstream users: | around 7 million |
| Gen Z share of Glamstream views: | 52 per cent |
What to track next
- Festive creator posts doubling, as Myntra expects, during the Big Fashion Festival
- Active-creator share of Instagram sign-ups against the 650,000 of 1.3 million on Facebook
- Rival marketplaces announcing creator-affiliate programmes before the festive season
- Myntra disclosing the share of festive orders that come through affiliate links
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Myntra is likely to push creator activation ahead of the Big Fashion Festival, with festive content briefs and promotions for creators who have signed up but not yet posted.
- Expect Myntra to extend the Meta-built affiliate tooling to more formats and categories, since the Facebook and Instagram integrations are now both live.
- Rival fashion and beauty marketplaces may announce or expand their own creator-affiliate programmes to avoid losing influencer attention during the festive season.
- Brands and sellers on Myntra are likely to shift part of their festive marketing toward creator-led listings if affiliate-driven orders look strong.
- Myntra is likely to publish updated creator and sign-up figures around the festival, as it did for the Facebook integration.