Meesho’s content commerce ecosystem recorded a 152% year-on-year increase in net merchandise value (NMV), with more than 1.6 lakh active creators participating over the past 12 months, as creator-led shopping gains traction across smaller Indian cities and towns.
The e-commerce platform said the growth reflects a broader shift towards discovery-led online shopping, where consumers increasingly use short-form videos, recommendations and creator content to discover, evaluate and eventually purchase products.
Video allows shoppers to see products in real-world settings, understand their size, fit and features, and observe how they are used or styled before making a purchase decision.
Nano creators drive participation
Bharat is emerging as a major source of participation in Meesho’s content commerce ecosystem, with around 90% of active creators classified as nano creators.
The platform said 81% of its active creators are from non-metro India, expanding creator-led commerce beyond established influencers and the country’s largest cities.
Tier 3 and Tier 4 markets including Varanasi, Agartala, Jabalpur and Madurai accounted for 66% of content commerce orders, highlighting the growing role of smaller cities in creator-led shopping.
Homemakers, graduates expand creator base
Homemakers account for 40% of Meesho’s active content commerce creator base, while young graduates represent another 30%, or around 50,000 creators.
Together, homemakers and young graduates account for 70% of the active creator base.
Around 78% of active homemaker creators come from non-metro India, while 25% of all active creators are participating in content commerce for the first time.
The platform said the model is creating new avenues for digital entrepreneurship by allowing creators to earn commissions when their content generates orders.
“At Meesho, we spend a significant amount of time understanding how Bharat shops, discovers products and builds trust online. Increasingly, shopping journeys are becoming discovery-led, with consumers looking to videos, recommendations and creators to understand products before making a purchase,” said Meesho General Manager, Content Commerce, Nikita Dawda.
“We are seeing this translate into meaningful scale, with Content Commerce NMV growing 152% year-on-year, supported by 1.6 lakh active creators over the last 12 months,” she added.
Dawda said the participation was broad-based, with nano creators accounting for around 90% of the active creator base and homemakers and young graduates together accounting for 70%.
More than 4 lakh sellers opt in
More than 4 lakh sellers have opted into Meesho’s content commerce ecosystem.
The model is performance-linked, with creators earning commissions when their content results in orders. This provides sellers with an additional channel to generate demand while linking the economics of creator marketing to actual commerce outcomes.
Creators can produce and distribute content both on Meesho and across third-party social media platforms. This enables product discovery to begin outside the traditional search-led shopping journey and potentially brings consumers into Meesho through creator recommendations.
According to Meesho, the model gives creators an opportunity to connect their content and understanding of their audiences directly with commercial outcomes.
Video Finds clocks 4,800 crore views
Short-form video is becoming an increasingly important link between product discovery, evaluation and purchase.
Meesho’s short-form content surface, Video Finds, recorded nearly 4,800 crore content views and around 9,000 crore minutes of watch time over the past 12 months.
The platform integrates product discovery with its shopping experience, allowing consumers to move from watching a product demonstration to exploring and purchasing the product on Meesho.
Creator-led shopping expands beyond fashion
Women’s fashion continues to be the largest category for creator-led shopping on Meesho, but the company said content-led discovery is expanding across a wider range of product categories.
Video can help consumers understand how apparel looks and fits, demonstrate the use of electronic accessories, and provide additional context around personal care, home and other products.
The expansion suggests that creator commerce is moving beyond influencer-led brand promotion towards a performance-linked shopping model, where content serves both as product discovery and as a pathway to transactions.
With the number of creators and sellers participating in the ecosystem continuing to grow, Meesho is positioning content commerce as another route through which consumers across Bharat can discover products and sellers can generate demand.