Creator commerce platform Wishlink has raised $17.5 million in its Series B funding round. The investment was led by Vertex Ventures Southeast Asia & India, with participation from existing backers Fundamentum and Elevation Capital.
Founded in 2022 by Shaurya Gupta, Divyansh Ameta, and Chandan Yadav, Wishlink connects content creators, consumers, and ecommerce brands. It had raised $7 million in a funding round led by Fundamentum and Elevation Capital in February 2024. The platform enables consumers to easily discover and purchase products recommended by their favorite creators directly from major ecommerce marketplaces, including Amazon, Flipkart, Myntra, Nykaa, Meesho, and Shopsy.
“If I talk about content and social commerce in India, there have been a lot of players who tried doing this,” Divyansh Ameta, Co-founder of Wishlink told YourStory. “I think where they went wrong was they started creating a content commerce platform from day one. That is what we did differently, which is let’s go and build where these behaviors already exist, which is on top of social media,”
It operates entirely on top of existing social media networks like Instagram and YouTube. For brands, Wishlink tracks end-to-end sales data, knowing exactly which products, categories, and price points a specific creator’s audience is actively purchasing, allowing for highly targeted and effective brand collaborations.
Wishlink plans to allocate the newly raised capital toward deepening its technology stack for all three of its primary stakeholders. This includes building new editing and monetisation tools for creators, developing deeper performance intelligence for brands, and streamlining the purchasing journey for consumers. The funds will also be used to expand the company’s sales and tech teams to acquire more brands and creators.
“Consumer buying behaviour is meaningfully shifting toward influencer-led discovery and purchase, which is driving the rapid growth of the creator economy in 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,” shared Nikhil Marwaha, Partner at Vertex Ventures SEA and India in a press note.
The company currently reports over 40,000 monthly active creators on its platform, producing more than 300,000 pieces of content each month. These creators actively drive over 6 million orders, resulting in more than Rs 350 crore in monthly sales for partner brands and ecommerce platforms. The creator base ranges from micro-influencers to macro-creators with millions of followers, spanning across Tier II, III, and IV cities.
