Meesho said its Content Commerce ecosystem recorded 152 per cent year-on-year growth in net merchandise value (NMV), driven by more than 160,000 active creators across India over the past 12 months. The company said the growth highlights the expanding role of non-metro creators and smaller cities in online shopping and the creator economy.
According to Meesho, around 90 per cent of its active Content Commerce creators are nano-creators, while 81 per cent come from non-metro India. Tier-III and Tier-IV markets accounted for 66 per cent of Content Commerce orders, with cities including Varanasi, Agartala, Jabalpur and Madurai contributing to the company’s reported performance.
Meesho said shopping journeys are increasingly beginning with discovery rather than a specific search for a product. Short-form videos, recommendations and creator demonstrations allow consumers to see how products look and function in real-world settings before deciding whether to buy them.
“Increasingly, shopping journeys are becoming discovery-led, with consumers looking to videos, recommendations and creators to understand products before making a purchase,” Nikita Dawda, general manager, Content Commerce at Meesho, said.
The company said video-based content helps consumers assess a product’s size, fit, features and use before purchase. By combining product discovery and demonstration, Meesho said Content Commerce enables consumers to move from browsing to evaluation and purchase within the same digital journey.
The reported creator base also includes a significant share of participants outside the established influencer economy. Homemakers account for 40 per cent of Meesho’s active Content Commerce creators, while young graduates account for 30 per cent, or about 50,000 creators, the company said.
Meesho said the participation of creators from smaller towns is widening access to content-led commerce beyond India’s largest cities. The figures point to a digital marketplace in which economic activity is being distributed across a broader range of urban locations, although the company’s announcement does not provide city-level income, employment or order-value data.
Megha Bhagotra, a creator from Chandigarh, said the Meesho Creator Club had helped her turn her interest into her primary source of income and build a community that had attracted brand collaborations.
The company’s reported figures cover the previous 12 months. Meesho did not disclose the absolute NMV generated through Content Commerce, the average earnings of creators, or the share of total platform orders represented by the ecosystem.
