How Wishlink is Solving India’s Creator Monetisation Problem

India’s creator economy is evolving rapidly. What began as content-driven influence is increasingly becoming a channel for measurable commerce. As consumer buying behaviour shifts toward influencer-led discovery, creators are no longer just shaping trends, they are shaping transactions.

Wishlink, a creator commerce platform founded in 2022, is positioning itself at the center of this shift.

The company recently announced a $17.5 million Series B round led by Vertex Ventures Southeast Asia & India, alongside participation from existing investors. The funding marks an important milestone in Wishlink’s journey to build the infrastructure layer connecting creators, consumers, and brands.

Bridging the Monetisation and Transparency Gap in India’s Creator Economy

While the creator economy has grown significantly, monetisation has often remained fragmented. Many creators rely on a mix of affiliate links, brand partnerships, and multiple dashboards to generate income, with limited transparency and inconsistent attribution.

At the same time, brands are increasingly looking to creators as performance-driven channels, but often face challenges in measuring full-funnel impact and scaling partnerships efficiently.

This structural gap, between influence and infrastructure, represents a significant market opportunity.

Enabling Scalable, Measurable Creator Commerce

Wishlink aims to address this by providing an integrated commerce platform that allows creators to monetise content seamlessly while enabling brands to track performance more effectively.

As Nikhil Marwaha, Partner at Vertex Ventures Southeast Asia & India, noted:

“Consumer buying behavior 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.”

By aligning technology, attribution, and creator retention, Wishlink seeks to move beyond one-off affiliate monetisation toward a more sustainable digital entrepreneurship model.

A Market at an Inflection Point

India’s creator ecosystem is scaling quickly, supported by rising digital consumption and social commerce adoption. As creators increasingly influence purchasing decisions, platforms that can connect content to conversion in a structured, data-driven manner are becoming critical.

Wishlink’s focus is not only on enabling transactions, but on building long-term infrastructure that supports creators as business operators, while helping brands access measurable, repeatable growth channels.

As Marwaha added:

“We at Vertex Ventures SEA & India are excited to partner with Shaurya and the entire Wishlink team and work towards capturing this massive opportunity.”

Looking Ahead

The Series B funding will support further investment in technology, creator partnerships, and brand integrations as Wishlink expands its footprint.

As the creator economy matures, the conversation is shifting from visibility to viability, from audience reach to revenue sustainability. Companies building the systems that support this transition may play a defining role in shaping the next phase of digital commerce in India.