In the rapidly evolving landscape of social commerce, one startup is turning “link in bio” into a billion-dollar opportunity.
Wishlink, the Gurugram-based creator commerce platform, has just secured $17.5 million in a Series B funding round led by Vertex Ventures Southeast Asia & India. This massive capital injection does not just represent growth for a single company; it signals a major shift in how India’s 40,000+ creators are finally taking control of the e-commerce value chain.
Here is a deep dive into why Wishlink is the name every brand and influencer needs to watch in 2026.
The Creator Economy Hits a Milestone: Wishlink’s $17.5M Series B Win
For years, the “Indian Creator Economy” was a buzzword with a glaring problem: monetisation. Creators had the eyeballs, but brands had the wallets. Wishlink stepped in to bridge that gap, and investors are doubling down.
Joining lead investor Vertex Ventures in this round are existing heavyweights Fundamentum Partnership and Elevation Capital. This latest round brings Wishlink’s total funding to over $27 million, catapulting its valuation and market reach to new heights.
Why Investors are Betting Big on Creator-Led Commerce
The traditional e-commerce model is built on intent; you go to Amazon because you know you need a toaster. But the modern shopper seeks inspiration. They want the exact dress their favourite influencer wore in an Instagram Reel.
Nikhil Marwaha, Partner at Vertex Ventures SEA & India, summed it up perfectly: “Consumer buying behaviour is meaningfully shifting toward influencer-led discovery. Wishlink is best suited to capture this market with their technology-enabled platform.”
Key Performance Highlights (As of February 2026):
- Monthly Active Creators: Over 40,000
- Monthly Orders Driven: 6 Million+
- Monthly Sales (GMV): Over ₹350 Crore for partner brands
- Major Partners: Amazon, Flipkart, Myntra, Nykaa, H&M, and Westside.
How Wishlink is Solving the “Link Please” Problem
If you have ever scrolled through Instagram comments, you have seen it: a sea of “link please” or “link?” messages. Before Wishlink, creators had to manually reply or update a messy link-in-bio page.
Wishlink changed the game with “Wishlink Engage.” This tool automatically sends product links directly to a user’s DMs when they comment on a post. It removes friction, increases conversion rates by 30-50%, and allows creators to monetize 100% of their organic content, not just paid partnerships.
The “Tech-First” Advantage
Unlike previous social commerce startups that tried to build their own shopping apps, Wishlink operates on top of where the users already are: Instagram and YouTube.
- Personalised Storefronts: Creators get a custom URL that looks like a high-end boutique.
- Transparent Attribution: Brands can track every single rupee spent and know exactly which creator drove each sale.
- Automated Logistics: From inventory sharing to real-time analytics, the platform handles the “boring” stuff so creators can focus on storytelling.
The Road Ahead: Expanding Beyond Fashion
With $17.5 million in the bank, Wishlink is not slowing down. The company plans to:
- Deepen the Tech Stack: Better AI-driven recommendations and monetisation tools for creators.
- Market Expansion: Moving aggressively into Tier II, III, and IV cities where the next wave of “content-to-commerce” users resides.
- Category Growth: While fashion remains its stronghold, expect to see Wishlink dominate Beauty, Home Decor, and Health & Fitness.
Final Thoughts for Business Leaders
For brands, the message is clear: if you are not integrating with creator-led funnels, you are losing out on the most high-intent traffic available today. For creators, the era of relying solely on brand “collabs” is over.
Wishlink is proving that in the new economy, the creator is the storefront.
