New Delhi, Nov. 8 -- Online retail platforms such as Amazon, Myntra, Meesho, and Nykaa, are increasingly becoming the go-to destination for influencers, nudging at the dominance of social media giants like Instagram and YouTube.

The e-commerce platforms no longer only collaborate with publishers on affiliate programs as they have done for long, they now enable influencers and everyday users to create, publish, and livestream directly on their apps.

This shift has grown such affiliate marketing activity on e-commerce platforms multifold in the last one year, according to online retail company executives. (Affiliate marketing refers to influencers or publishers including product links or recommendations in their videos or content and earn...