Indian creator commerce platform Wishlink has successfully secured $17.5 million in a Series B funding round, significantly boosting its market position. The investment was led by Vertex Ventures Southeast Asia & India, with continued support from existing backers Fundamentum and Elevation Capital. This latest capital infusion brings the company's total funding to over $27 million, underscoring strong investor confidence in its innovative model connecting creators and brands.
Fueling a New Era of Creator Commerce
Wishlink intends to allocate the new capital toward enhancing its technology stack for creators, brands, and consumers. The company plans to develop advanced editing and monetization tools for creators while providing deeper performance intelligence for its brand partners. These funds will also support the expansion of its sales and technology teams to accelerate growth and market penetration across India.
Founded in 2022 by a team of IIT Delhi alumni, the platform bridges the gap between content creators and e-commerce. It enables influencers to discover and promote products through seamless affiliate links on social media channels like Instagram and YouTube. This model allows consumers to purchase recommended items directly from major marketplaces, streamlining the path from discovery to purchase.
A Strategic Approach to Social Commerce
The company's strategy diverges from predecessors by building its ecosystem directly on top of existing social media networks. Co-founder Divyansh Ameta noted that this approach leverages established user behaviors rather than attempting to create a new content destination. This integration has been a key factor in its rapid adoption and success within the competitive social commerce landscape.
For brands, Wishlink offers a powerful performance marketing channel with clear, trackable sales attribution. This is particularly valuable as traditional advertising methods, such as tracking cookies, become less reliable and more expensive. The platform treats creators as a measurable commerce channel, providing data on which products and creators drive actual sales for partners.
Empowering a Diverse Creator Economy
A core mission of the platform is to democratize monetization for a broader spectrum of content creators. By providing tools for sustainable earnings, Wishlink empowers micro-influencers and those in Tier II and III cities to profit from their organic recommendations. This model moves beyond brand collaborations that typically benefit only the top one to two percent of influencers.
The platform's growth is reflected in its impressive operational metrics, with over 40,000 creators active each month. This community generates more than 300,000 pieces of content monthly, driving over six million orders for partner brands. These activities translate into more than Rs 350 crore in monthly sales, demonstrating the significant scale of its operations.
Investor Confidence and Market Potential
Investor confidence is buoyed by the significant shift in consumer behavior toward influencer-led discovery and purchasing. Nikhil Marwaha of Vertex Ventures highlighted Wishlink's unique position to capitalize on this trend with its technology-driven platform. The firm's commitment to creator retention and delivering value to brands was cited as a key strength in its investment decision.
This Series B round follows a consistent pattern of successful fundraising since the company's inception in 2022. Wishlink previously raised $3 million in a seed round and $7 million in a Series A round earlier in 2024. This steady financial backing has fueled its rapid expansion and product development in India's burgeoning creator economy.
With its latest funding, Wishlink is poised to further solidify its leadership in the creator commerce sector. The investment will accelerate technological innovation, expand its network of creators and brands, and enhance the overall user experience. As it continues to bridge content and commerce, Wishlink is set to play a pivotal role in shaping the future of e-commerce in India.