Meta Expands Instagram Creator Commerce with Amazon, eBay Partnerships

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3.25.2026

Quick Facts

Meta expanded Facebook affiliate program to Amazon, eBay, and Temu in the US, with similar Instagram testing underway
New Instagram features let creators tag products directly in Reels, turning videos into storefronts in 22 countries this spring
Meta paid creators nearly $3 billion in 2025, up 35% from previous year, with 60% going to Reels content

Meta announced Tuesday it is expanding its Facebook affiliate program to include Amazon, eBay, and Temu in the United States. The program allows creators to tag products from retailers in their posts and earn commissions.

The company is also testing a similar affiliate program for Instagram. Creators will get new tagging features to flag items from brand catalogs or through affiliate links directly in Reels.

The Instagram feature will launch in 22 countries this spring. It turns any Instagram video into a digital storefront where viewers can purchase products without leaving the app.

Meta is also testing a buy button within ads. Users can click a buy now button after viewing an ad and complete transactions within the app.

The expansion follows strong creator payment growth. Meta paid nearly $3 billion to creators in 2025, up 35% from the previous year. About 60% went to Reels content.

The moves come as social commerce grows rapidly. US social commerce sales are projected to surpass $100 billion by 2026, according to eMarketer. Meta says 29% of people have already made purchases directly on Instagram.

Meta’s strategy represents a shift from previous approaches. In June 2025, the company began directing businesses away from in-app checkout toward website checkout for Facebook and Instagram Shops.

This reverses a 2023 policy requiring all shops to use onsite checkout. The new approach gives retailers more control while Meta focuses on creator-driven commerce.

Reels drive significant engagement across Meta platforms. The company reports 100 billion Reels views daily across Instagram and Facebook. Reels now account for 50% of time spent on Instagram.

International partnerships expand the program’s reach. Mercado Libre will join in Latin America, while Shopee enters in Asia. The partnerships aim to connect creators with broader product catalogs.

Meta reported $201 billion in annual revenue, with advertising generating most income. Analysts expect advertising revenue between $150 billion and $170 billion by end of 2026.

The creator commerce push positions Meta to compete with TikTok’s affiliate program, launched in 2023. One candy brand reportedly generated $1.4 million in one quarter through TikTok’s program.