Wishlink Raises $17.5 Million Series B as India’s Creator Commerce Market Accelerates

Wishlink, an Indian creator commerce platform, has raised $17.5 million in a Series B funding round led by Vertex Ventures Southeast Asia & India, as investor interest intensifies around influencer-led shopping and the country’s expanding digital consumption economy.

Existing investors Fundamentum and Elevation Capital also participated in the round, signalling continued backing for a model that sits at the intersection of content, commerce and technology.

The fresh capital will be deployed to scale creator and brand partnerships and to deepen the company’s technology stack across consumers, creators and brands.

Betting on Influencer-Led Discovery

Founded in 2022 by Shaurya Gupta, Divyansh Ameta and Chandan Yadav, Wishlink positions itself as a platform that enables product discovery through content creators, effectively turning social influence into measurable commerce outcomes.

The company says it currently works with more than 40,000 monthly active creators who generate over 300,000 pieces of content each month. Through this network, Wishlink facilitates more than 6 million orders and over ₹350 crore in monthly sales for partner brands and e-commerce platforms.

Those figures point to the scale at which influencer-led discovery is beginning to operate in India, where short-form video, live commerce and creator-driven product recommendations are increasingly shaping buying decisions.

“In the last four years, we've seen creators increasingly influence how consumers discover and buy products,” said Shaurya Gupta, Co-founder of Wishlink. “We strongly believe that building deep tech infrastructure will allow this ecosystem to scale sustainably, creating immense value for consumers, brands and creators alike. We aim to empower lakhs of creators to earn sustainably from their content, enabling their audiences to shop better while adding immense value to brands across their funnel.”

Investors Double Down on the Creator Economy

For Vertex Ventures Southeast Asia & India, the investment reflects a broader thesis around shifting consumer behaviour in the country.

“Consumer buying behavior is meaningfully shifting toward influencer-led discovery and purchase, which is driving the rapid growth of the creator economy in India,” said Nikhil Marwaha, Partner, Investment at Vertex Ventures SEA & India. “Wishlink is best suited to capture this market with their technology-enabled platform and obsessive commitment to creator retention, delivering tremendous value to both brands and consumers alike.”

India’s creator economy has expanded rapidly over the past five years, fuelled by short-video platforms, regional-language content and rising digital payments adoption. As more brands seek measurable returns from influencer marketing budgets, platforms that integrate content with commerce infrastructure have attracted increased venture funding.

Wishlink says its technology layer is built around data-backed intelligence designed to help brands achieve full-funnel objectives while maximising monetisation opportunities for creators.

What This Means for India’s Commerce Landscape

The funding arrives at a time when India’s e-commerce market is becoming more fragmented and discovery-driven. Traditional search-led shopping is increasingly supplemented — and sometimes replaced — by content feeds, creator recommendations and algorithmic suggestions.

If platforms like Wishlink succeed, they could redefine how brands allocate marketing spend, shifting budgets away from conventional advertising toward performance-linked creator partnerships.

At the same time, the sustainability of the creator commerce model depends on balancing monetisation with authenticity. As more creators integrate commerce links into content, audience trust becomes a central variable.

For now, the capital suggests investors see long-term potential in the infrastructure layer connecting creators, brands and transactions. The scale of monthly sales reported by the company indicates that creator-led commerce in India is moving beyond experimentation and into structured revenue generation.

The next phase will test whether platforms can maintain growth while building defensible technology, improving conversion efficiency and ensuring creators can generate consistent income — not just viral spikes.

With fresh capital and a growing network of creators, Wishlink is positioning itself at the centre of that experiment.