Creator-driven commerce reshapes India’s retail landscape

India’s shopping model is evolving as influencers, content creators and affiliate networks now guide choices and drive purchases. Platforms report that creator-led commerce accounts for over 30% of consumer spending and influences users across metro and non-metro areas. Retailers and marketplaces are building infrastructure—such as creator cities and monetisation programmes—to harness this trend, marking an important shift in how brands reach buyers and how Indians discover products.