Amazon’s Creator Central to leverage India’s $17 bn social commerce market

With less than two months to welcome 2025, India's social commerce market is on a rapid ascent, forecasted to grow at a compound annual rate of 59% to reach a staggering $17 billion in gross merchandise value, according to Accenture.

This boom, poised to triple the pace of traditional e-commerce growth, finds its fuel in digital influencers and a generation increasingly embedded in online shopping. Gen Z and millennials are set to make up 62% of global social commerce spending by 2025. These tech-savvy generations, always online, are transforming how brands connect with consumers.

T o capitalize on this influential market, Amazon has launched Creator Central , an in-app platform tailored to support influencers. This tool streamlines content creation, monetization, and customer engagement, empowering creators to connect seamlessly with Amazon’s vast audience.With features to design, review, and publish content, access earnings analytics, and run dedicated storefronts. With this, creators can publish directly on Amazon’s vast platform, allowing them to connect with millions of users seamlessly.

Zahid Khan, Amazon’s Director of Shopping Initiatives for India and Emerging Markets, explained, " With 60% of purchase decisions on Amazon influenced by digital influencers. We're giving creators the tools they need to focus on their passion – creating amazing content – while simplifying the process from creation to promotion and optimisation.”

“The ease of accessing Creator Central within the Amazon app empowers creators to focus on content creation while benefiting from increased earnings, thanks to our recent commission fee revision that boosts revenue up to twofold by category,” he said.

Beyond Amazon, other social platforms are intensifying their investments in India’s social commerce space. YouTube, for instance, has launched an affiliate program with Flipkart and Myntra, catering to Gen Z shoppers with Shorts, live shopping events, and video-based recommendations.

As brands flock to leverage social commerce in India’s 900-million-strong consumer base, Khan advises brands to be careful to distinguish between advertisements and authentic endorsements. Missteps in transparency can weaken consumer trust, emphasizing the need for brands and creators alike to clarify distinctions between promotional and organic content.