Meta is expanding its Facebook affiliate partnership program with an initial launch featuring Amazon in the U.S. and Shopee across Singapore, Malaysia, Vietnam, Indonesia, the Philippines, Thailand, Brazil, and Taiwan, the company announced at Shoptalk 2026. Additional partners will be added in the coming months. 

Under the program, creators tag products from retail partners directly in their Facebook posts and Reels. Connecting an affiliate account unlocks a clickable banner that appears on the creator’s content, allowing followers to tap through to the product page. Partners set the commission rate for sales, and creators earn a commission when a purchase is made through their post.

Meta is also testing analytics tools that show creators which content is driving sales, allowing them to optimize posts for maximum earnings. The tech giant also plans to begin testing similar affiliate experiences on Instagram, starting with Amazon in the U.S. and Shopee in Asia this spring.

On Instagram, eligible creators (aged 18 or older with at least 1,000 followers) will be able to load up to 30 shoppable products into a single Reel. Creators can paste their own third-party affiliate links directly, provided the product is already registered in Meta’s brand commerce catalog. Previously, creators directed followers to affiliate links via links in bio, direct messages, or Stories.

The expansion builds on a broader push to embed creator content into the commerce funnel. Over half of all shoppers say online influencers shape their purchasing decisions, according to data cited by Meta.

AI Tools and One-Tap Checkout

Alongside the affiliate expansion, Meta announced a new in-app checkout experience that lets users complete a purchase with a single tap after clicking an ad. The company is partnering with PayPal and Stripe to support the feature at launch, with Adyen and Shopify to follow. Advertisers select their preferred checkout partner and fulfill orders directly.

Tests are also underway on an AI-powered browsing experience that surfaces product reviews, brand details, discounts, and recommendations after a user clicks an ad or visits a website from Facebook or Instagram.

Meta is also allowing retail media networks, such as those operated by Target, Walmart, or Amazon, to select specific products from their catalogs for campaigns rather than running broader promotions. Brands can also use Meta’s AI to determine which content format, such as a Story, Reel, or carousel, a product appears in.

Creator Marketplace and Campaign Performance

The commerce announcements follow Meta’s February expansion of its creator marketplace to businesses worldwide, up from 19 countries previously. That update introduced an ads performance indicator badge on creator profiles and a “similar creators” search function to help brands identify potential partners.

Partnership ads, which use creator content in paid campaigns, delivered a 19% lower cost per acquisition and a 13% higher click-through rate than standard campaigns, according to Meta’s internal data.