Meesho Content Commerce NMV Surges 152% YoY, Driven by 1.6 Lakh Creators
Meesho's Content Commerce NMV grew 152% YoY, driven by 1.6 lakh creators, 90% of whom are nano creators. Homemakers (40%) and young graduates (30%) form a significant part of the creator base. Tier 3/4 markets accounted for 66% of orders, and over 4 lakh sellers have joined the ecosystem. Video Finds saw 4,800 crore content views.
The substantial growth in NMV, broad creator and seller participation, and expansion into Tier 3/4 markets indicate a significant positive impact on Meesho's business model and market reach.
The announcement highlights significant year-on-year growth in Content Commerce NMV, increased creator participation (especially from nano creators and non-metro areas), and strong engagement from sellers and consumers, indicating a successful and expanding business segment.
Meesho Limited announced a significant year-on-year growth of 152% in its Content Commerce Net Merchandise Value (NMV), reaching ₹4,800 crore in content views and ₹9,000 crore minutes of watch time over the last 12 months. The platform saw participation from over 1.6 lakh active creators, with 90% being nano creators and 81% from non-metro India. Homemakers constitute 40% of the active creator base, while young graduates make up 30%. Tier 3 and Tier 4 markets, including Varanasi, Agartala, Jabalpur, and Madurai, accounted for 66% of Content Commerce orders. Over 4 lakh sellers have joined the Content Commerce ecosystem to leverage creator-led demand.
Nikita Dawda, General Manager of Content Commerce at Meesho, highlighted that shopping journeys are increasingly discovery-led, with consumers relying on videos and creator recommendations. This trend is reflected in the substantial growth of Content Commerce NMV. The broad-based participation, with a significant number of nano creators, homemakers, and young graduates, is expanding opportunities beyond established influencers and providing consumers with relatable product discovery methods.
The Content Commerce ecosystem is fostering digital entrepreneurship, with homemakers and young graduates forming a substantial portion of the creator base. Many creators are first-time participants, with a large percentage hailing from smaller towns, thereby democratizing the creator economy. The model is performance-linked, allowing creators to earn commissions based on orders generated through their content, connecting creativity directly with economic outcomes.
Sellers benefit from an additional demand-generation channel, tapping into a broad network of creators to showcase their products. The performance-linked model ensures that sellers pay based on actual commerce outcomes. Short-form video content, particularly through Meesho's Video Finds feature, plays a crucial role in bridging discovery and purchase, with nearly 4,800 crore content views and 9,000 crore minutes of watch time recorded in the past year. While women's fashion remains a dominant category, discovery is expanding across various product segments.
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Meesho Limited filed this with the NSE as a statutory disclosure, categorised under other company updates. It is a primary document, not a recommendation, and the desk marks it high impact, which is the band that most often changes something.
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See the model portfoliosA plain-language summary of a public exchange filing by Meesho Limited. Read the original for the full detail.