E-commerce firm Meesho has launched shopping by launching creator marketplaces as part of its broader content commerce initiative.
Between January and December 2024, Meesho’s content commerce initiative has reached over 14.5 million users. This strategy has driven nearly 10X growth across key categories such as women’s western wear, jewellery, and footwear, home décor and furnishing, kidswear and toys as well as beauty and personal care.
The volume of orders placed through content commerce grew three times faster than Meesho’s overall order volume growth, according to the company.
The platform has partnered with over 21,000 creators, driving engagement across India. It extends beyond major metropolitan hubs like Delhi, Mumbai, Bengaluru, Hyderabad, and Pune, reaching underserved markets such as Bazpur (Uttarakhand), Kotputli (Rajasthan), and Pakyong (Sikkim).
Offerings by Meesho
The company has introduced the Meesho Creator Club — an in-house affiliate program that empowers influencers , including those from tier 3 and 4 cities by providing real-time performance analytics, faster payouts, and direct collaboration opportunities.
It also has a ‘video finds’, short, videos hosted directly on the Meesho app, enabling users to discover and shop through immersive content and and ‘live shop’, interactive sessions where sellers and influencers showcase products, answer queries and drive instant sales.
Prasanna Arunachalam, General Manager, Monetisation & Content Commerce, Meesho said, “India’s creator economy is evolving rapidly, and we are excited to be at the forefront of unlocking economic opportunities for influencers, creating a level playing field for both large and micro creators across metro and tier 2+ cities. Our ongoing efforts have transformed Meesho’s content commerce into a dynamic three-way marketplace, seamlessly connecting creators, sellers, and consumers. Furthermore, with the launch of Meesho Creator Club, we are doubling down on our mission to democratise internet commerce, empowering creators with the right tools and resources they need to thrive.”
Meesho will further expand the Creator Club by onboarding a diverse range of creators, ensuring the program appeals to both micro and nano-influencers, as well as larger content creators.
It is also working on a reverse merger of its India unit, Fashnear Technologies, with its US-based parent, Meesho Inc., a move that sets the stage for its planned initial public offering in 2026.
For 2023-24, Meesho reported a 33 per cent year-on-year increase in revenue to ₹7,615 crore while narrowing its adjusted loss to ₹53 crore, down 97 per cent y-o-y.
Meesho has also launched Meesho Mall, a brand-focused marketplace where it charges commissions from listed brands.
