diff --git a/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginView.swift b/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginView.swift
index be4d93ca551..288ab2f3c2a 100644
--- a/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginView.swift
+++ b/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginView.swift
@@ -134,6 +134,7 @@ struct WPComEmailLoginView_Previews: PreviewProvider {
     static var previews: some View {
         WPComEmailLoginView(viewModel: .init(siteURL: "https://example.com",
                                              requiresConnectionOnly: true,
+                                             allowAccountCreation: false,
                                              onPasswordUIRequest: { _ in },
                                              onMagicLinkUIRequest: { _ in },
                                              onError: { _ in }))
diff --git a/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginViewModel.swift b/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginViewModel.swift
index 744486c9189..7ad394ac81b 100644
--- a/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginViewModel.swift
+++ b/WooCommerce/Classes/Authentication/WPComLogin/WPComEmailLoginViewModel.swift
@@ -2,6 +2,8 @@ import Combine
 import UIKit
 import WordPressAuthenticator
 import protocol WooFoundation.Analytics
+import enum WordPressKit.WordPressAPIError
+import struct WordPressKit.WordPressComRestApiEndpointError
 
 /// A protocol used to mock `WordPressComAccountService` for unit tests.
 protocol WordPressComAccountServiceProtocol {
@@ -21,6 +23,7 @@ final class WPComEmailLoginViewModel: ObservableObject {
 
     let termsAttributedString: NSAttributedString
 
+    private let allowAccountCreation: Bool
     private let accountService: WordPressComAccountServiceProtocol
     private let analytics: Analytics
     private let onPasswordUIRequest: (String) -> Void
@@ -31,12 +34,14 @@ final class WPComEmailLoginViewModel: ObservableObject {
 
     init(siteURL: String,
          requiresConnectionOnly: Bool,
+         allowAccountCreation: Bool,
          debounceDuration: Double = Constants.fieldDebounceDuration,
          accountService: WordPressComAccountServiceProtocol = WordPressComAccountService(),
          analytics: Analytics = ServiceLocator.analytics,
          onPasswordUIRequest: @escaping (String) -> Void,
          onMagicLinkUIRequest: @escaping (String) -> Void,
          onError: @escaping (String) -> Void) {
+        self.allowAccountCreation = allowAccountCreation
         self.analytics = analytics
         self.accountService = accountService
         self.onPasswordUIRequest = onPasswordUIRequest
@@ -78,8 +83,16 @@ final class WPComEmailLoginViewModel: ObservableObject {
             }
             await startAuthentication(email: email, isPasswordlessAccount: passwordless)
         } catch {
-            analytics.track(event: .JetpackSetup.loginFlow(step: .emailAddress, failure: error))
-            onError(error.localizedDescription)
+            if allowAccountCreation,
+               let apiError = error as? WordPressAPIError<WordPressComRestApiEndpointError>,
+               case let .endpointError(endpointError) = apiError,
+               endpointError.apiErrorCode == Constants.unknownUserErrorCode {
+                // The user does not exist yet, trigger magic link flow for account creation
+                await requestAuthenticationLink(email: email, forAccountCreation: true)
+            } else {
+                analytics.track(event: .JetpackSetup.loginFlow(step: .emailAddress, failure: error))
+                onError(error.localizedDescription)
+            }
         }
     }
 
@@ -93,12 +106,12 @@ final class WPComEmailLoginViewModel: ObservableObject {
     }
 
     @MainActor
-    func requestAuthenticationLink(email: String) async {
+    func requestAuthenticationLink(email: String, forAccountCreation: Bool = false) async {
         do {
             try await withCheckedThrowingContinuation { continuation in
                 accountService.requestAuthenticationLink(for: email,
                                                          jetpackLogin: false,
-                                                         createAccountIfNotFound: false,
+                                                         createAccountIfNotFound: forAccountCreation,
                                                          success: {
                     continuation.resume()
                 }, failure: { error in
@@ -119,6 +132,7 @@ extension WPComEmailLoginViewModel {
         static let jetpackTermsURL = "https://jetpack.com/redirect/?source=wpcom-tos&site="
         static let jetpackShareDetailsURL = "https://jetpack.com/redirect/?source=jetpack-support-what-data-does-jetpack-sync&site="
         static let wpcomErrorCodeKey = "WordPressComRestApiErrorCodeKey"
+        static let unknownUserErrorCode = "unknown_user"
     }
 
     enum Localization {
diff --git a/WooCommerce/Classes/ViewRelated/JetpackSetup/JetpackSetupCoordinator.swift b/WooCommerce/Classes/ViewRelated/JetpackSetup/JetpackSetupCoordinator.swift
index 6a39bf71323..eecb4449bcc 100644
--- a/WooCommerce/Classes/ViewRelated/JetpackSetup/JetpackSetupCoordinator.swift
+++ b/WooCommerce/Classes/ViewRelated/JetpackSetup/JetpackSetupCoordinator.swift
@@ -1,4 +1,5 @@
 import UIKit
+import Experiments
 import Yosemite
 import enum Networking.NetworkError
 import class Networking.AlamofireNetwork
@@ -16,6 +17,7 @@ final class JetpackSetupCoordinator {
     private var jetpackConnectedEmail: String?
     private let stores: StoresManager
     private let analytics: Analytics
+    private let featureFlagService: FeatureFlagService
     private let dotcomAuthScheme: String
 
     private var loginNavigationController: LoginNavigationController?
@@ -24,6 +26,7 @@ final class JetpackSetupCoordinator {
     private lazy var emailLoginViewModel: WPComEmailLoginViewModel = {
         .init(siteURL: site.url,
               requiresConnectionOnly: requiresConnectionOnly,
+              allowAccountCreation: featureFlagService.isFeatureFlagEnabled(.jetpackSetupWPComAccountCreation),
               onPasswordUIRequest: showPasswordUI(email:),
               onMagicLinkUIRequest: showMagicLinkUI(email:),
               onError: { [weak self] message in
@@ -40,13 +43,15 @@ final class JetpackSetupCoordinator {
          dotcomAuthScheme: String = ApiCredentials.dotcomAuthScheme,
          rootViewController: UIViewController,
          stores: StoresManager = ServiceLocator.stores,
-         analytics: Analytics = ServiceLocator.analytics) {
+         analytics: Analytics = ServiceLocator.analytics,
+         featureFlagService: FeatureFlagService = ServiceLocator.featureFlagService) {
         self.site = site
         self.dotcomAuthScheme = dotcomAuthScheme
         self.requiresConnectionOnly = false // to be updated later after fetching Jetpack status
         self.rootViewController = rootViewController
         self.stores = stores
         self.analytics = analytics
+        self.featureFlagService = featureFlagService
 
         /// the authenticator needs to be initialized with configs
         /// to be used for requesting authentication link and handle login later.