India’s creator economy just received a strong vote of confidence. Gurugram-based startup Wishlink has raised $17.5 million in a Series B funding round led by Vertex Ventures Southeast Asia & India, with participation from existing investors Elevation Capital and Fundamentum. The fresh capital signals growing investor conviction in the power of creator-led commerce and the increasing influence of digital creators on consumer buying behavior.
Founded in 2022 by Shaurya Gupta, Divyansh Ameta, and Chandan Yadav, Wishlink operates at the intersection of content and commerce. The company enables creators to monetize product recommendations seamlessly while helping brands drive measurable sales through influencer partnerships. In just a few years, the startup has built a strong network of over 40,000 monthly active creators and works with more than 500 brands and marketplaces.
Building the rails for creator-led shopping
Digital creators influence purchasing decisions at scale. Consumers increasingly rely on Instagram reels, YouTube shorts, and short-form video content to discover fashion, beauty, lifestyle, and home products. Wishlink taps into this shift by giving creators tools that convert engagement into direct commerce.
The platform allows creators to generate shoppable links, curate storefronts, and share product recommendations across social media channels. Instead of simply driving awareness, creators can now track conversions and earn commissions on actual purchases. This approach creates alignment between creators and brands. Creators earn based on performance. Brands pay for measurable outcomes.
Wishlink focuses heavily on simplifying the user experience. The company integrates with major ecommerce marketplaces such as Amazon, Myntra, and Meesho. Creators can select products from these marketplaces and share affiliate-style links through a unified dashboard. Brands gain visibility into campaign performance, conversion rates, and revenue attribution in real time.
The founders recognized a clear gap in the market. Many influencers struggled with fragmented tools, inconsistent commission tracking, and delayed payouts. Wishlink built infrastructure that centralizes product linking, analytics, and payouts into one ecosystem. That focus on simplicity helped the company attract thousands of creators within a short period.
Strong growth momentum
Wishlink has demonstrated rapid growth since its launch. The platform now supports tens of thousands of creators who collectively drive millions of orders each month. These creators span categories such as fashion, beauty, personal care, electronics, and home décor. Micro and mid-tier influencers form a significant part of the network, reflecting a broader shift toward niche communities and authentic recommendations.
Brands increasingly allocate marketing budgets toward creator partnerships because they see direct return on investment. Wishlink’s performance-driven model gives brands measurable outcomes instead of vanity metrics such as impressions and likes. That measurable value proposition strengthens brand trust and encourages repeat partnerships.
The company has also raised its total funding to approximately $27.5 million to date. This capital has enabled Wishlink to scale operations, invest in technology, and strengthen partnerships across the ecommerce ecosystem.
Why investors see opportunity
Vertex Ventures Southeast Asia & India led the Series B round, reinforcing its belief in India’s fast-growing creator economy. Investors see structural tailwinds that support platforms like Wishlink.
India has over 800 million internet users and a rapidly expanding base of smartphone-first consumers. Short-form video consumption continues to surge. At the same time, ecommerce penetration keeps rising across tier-2 and tier-3 cities. These trends create fertile ground for social commerce models.
Creators act as trusted curators for digital-native audiences. Many consumers prefer product recommendations from relatable influencers rather than traditional advertisements. Creator commerce bridges the gap between inspiration and transaction.
Wishlink positions itself as the infrastructure layer for this ecosystem. Instead of building another content platform, the company focuses on enabling monetization. That strategy reduces direct competition with social media giants and aligns Wishlink with platforms rather than against them.
Elevation Capital and Fundamentum, both early backers, participated in this round as well. Their continued support reflects confidence in Wishlink’s execution and long-term potential.
Strategic use of fresh capital
Wishlink plans to deploy the newly raised $17.5 million toward technology development, team expansion, and network growth. The company intends to deepen its analytics capabilities, improve discovery tools for creators, and refine campaign management solutions for brands.
Technology sits at the core of Wishlink’s model. Advanced data insights allow brands to identify high-performing creators, optimize campaigns, and forecast demand. Enhanced dashboards help creators understand audience preferences and improve conversion rates. As competition intensifies in the creator economy, superior tooling can create a strong moat.
The company also plans to expand its workforce across product, engineering, and sales functions. A stronger sales team will drive brand acquisition and marketplace partnerships. A larger product and engineering team will accelerate innovation and platform stability.
Wishlink may also explore expansion into new categories and possibly new geographies over time. The Indian market alone offers substantial headroom, but cross-border creator commerce could open additional growth avenues in the future.
The broader creator commerce wave
Creator commerce has evolved rapidly over the past few years. Early influencer marketing campaigns often focused on brand awareness. Brands paid creators fixed fees to promote products without tracking real sales impact. That model lacked transparency and scalability.
Performance-driven commerce models now reshape the landscape. Brands demand measurable outcomes. Creators seek recurring, scalable income streams. Platforms like Wishlink connect these needs through technology and data.
India’s young demographic fuels this shift. Gen Z and millennial consumers consume content and shop on the same devices. They move seamlessly from discovery to checkout. Social validation plays a crucial role in purchase decisions. Wishlink capitalizes on this behavior by embedding commerce directly within content ecosystems.
Competition in the space continues to intensify. Several startups and established ecommerce platforms experiment with affiliate networks and social commerce features. However, Wishlink differentiates itself through creator-first design and marketplace integration breadth.
Challenges and the road ahead
Rapid growth brings operational complexity. Wishlink must maintain seamless integrations with multiple ecommerce platforms while ensuring accurate tracking and timely payouts. Trust forms the foundation of creator relationships. Even small errors in commission tracking can erode confidence.
The company must also continue educating brands about performance-based creator campaigns. Traditional marketing teams often rely on familiar metrics. Wishlink needs to demonstrate consistent ROI to drive larger marketing budget allocations.
Regulatory frameworks around influencer disclosures and data privacy could also evolve. Wishlink will need to stay compliant and adapt to policy changes across digital advertising and ecommerce.
Despite these challenges, the company stands at a promising inflection point. The Series B funding provides both capital and strategic backing from experienced investors. Wishlink now has the resources to strengthen its infrastructure and capture a larger share of the expanding creator commerce market.
A defining moment for India’s creator economy
Wishlink’s $17.5 million raise highlights the maturation of India’s creator economy. Investors no longer view influencer marketing as experimental. They recognize it as a scalable, data-driven commerce channel.
By empowering creators with robust monetization tools and giving brands measurable sales impact, Wishlink builds the digital rails for the next phase of ecommerce growth. The startup’s trajectory reflects a broader transformation in how consumers discover and purchase products.
As creators continue to shape culture and buying behavior, platforms that connect influence with transaction will play a central role. Wishlink has positioned itself at that intersection. With fresh capital, growing scale, and strong investor backing, the company now aims to accelerate its mission and define the future of creator-led commerce in India.
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