Creators drive social commerce in India, but earnings lag behind

As social commerce accelerates in India, creators are increasingly becoming central to the consumer purchase journey. However, a key question continues to define the ecosystem: are creators earning in proportion to the value they generate?

According to a joint report by Google and Deloitte, creator-led influence is projected to shape nearly 30% of total retail spending by 2030. While the opportunity is significant, industry reality remains uneven, particularly for emerging and first-time creators.

At the entry level, monetisation is still largely driven by barter collaborations, where brands offer free products instead of monetary compensation. This model continues to dominate onboarding for new creators.

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According to industry standards, the rate cards tell a clearer story of stratification. Mega creators with over a million followers typically charge anywhere between ₹3.5 lakh and ₹9 lakh per collaboration. Those in the 500,000 to 1 million bracket command ₹2.5 lakh to ₹5 lakh, while mid-tier creators with 200,000 to 500,000 followers earn between ₹1.2 lakh and ₹2 lakh per branded post. Nano and emerging creators under 200,000 followers often make just ₹20,000 to ₹60,000 per campaign. While these numbers look attractive on paper, industry insiders caution that they reflect peak pricing, not predictable income.

This has created a sharp divide within the ecosystem. On one side are top-tier influencers commanding high fees and long-term brand partnerships. On the other are micro and nano creators who often drive strong engagement and influence purchase decisions but struggle to convert content into consistent income.

On Instagram, affiliate commerce has also evolved further, with native product tagging now being introduced in Reels. As of April 2026, creators with at least 1,000 followers can tag up to 30 products per Reel directly on the share screen, allowing them to earn commissions through integrated shopping journeys within the platform itself.

YouTube officially launched its Shopping affiliate programme in India on October, 2024, in partnership with Flipkart and Myntra, enabling creators to tag products directly within their videos and earn commissions on purchases driven through those links.

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For many smaller creators, affiliate income continues to remain modest and often insufficient to replace traditional brand deals.

This is where platform-led monetisation is beginning to reshape expectations. Features such as payouts for views, ad revenue sharing, and performance-based bonuses are gradually being introduced, signalling a shift towards more structured creator earnings beyond brand collaborations.

Industry voices suggest this transition could be a turning point for the ecosystem.

“There are so many who get strong views but still don’t land brand deals. There’s a clear gap between creators and brands, and platform monetisation can help bridge that,” said Ruchika Lohiya, creator with 1.3 million followers.

She added that monetisation would help democratise access for creators who may not have brand connections but are still producing high-performing content. “Content creation today takes time, effort, and investment, so rewarding creators for the views they generate makes sense,” she said.

Lohiya believes platform payouts will complement, not replace, brand collaborations. “Brands will notice creators even more. Monetisation will help creators grow and, in turn, make the platform even bigger,” she added.

Neha Menghwani, a beauty and fashion creator, said monetisation by platforms feels long overdue in India.

“Platforms like YouTube, TikTok, Snapchat, and even Facebook have already been doing this. For a platform that is so creator-dependent, this is a welcome move,” she said.

She added that direct payouts could bring more stability to a volatile profession. “It reduces dependence on brand deals and helps balance the uncertain nature of this profession. Since creators drive engagement, audience retention, and even sales, it is motivating to be rewarded for posting,” she said.

However, she also flagged a potential downside. “I hope it doesn’t lead to clickbait content where creators post inflammatory or low-quality content just to increase reach and shares. That could defeat the purpose and push audiences away,” she added.

Abhay Tandon, host of The Innovators and Disruptors Podcast, said multiple signals indicate that content creation is becoming a more structured career path.

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“The recent acquisition of TBPN Podcast by OpenAI reflects that shift, and Meta monetising Stories is another strong step in that direction,” he said.

He added that platform-led monetisation will not replace brand partnerships but reshape them. “Brand collaborations will continue, but they will need to become more strategic, creative, and outcome-driven,” he said.

Tandon believes the future lies in a hybrid model where creators balance platform earnings with brand collaborations. “The key is deeper alignment between brands and creators, ensuring better financial outcomes for both sides,” he said.

As India’s social commerce ecosystem expands, the creator economy is clearly moving from experimentation to structure. But while influence is already driving discovery and purchase decisions at scale, the monetisation layer is still catching up.

For now, barter deals may still define the entry point for many creators, but the direction of travel is clear: the next phase of growth will depend on whether platforms and brands can build sustainable earning models that match creator influence.