Meesho Expands Influencer-Driven Shopping with New Creator Marketplace

• ByStartupStory     |    February 20, 2025

Bengaluru-based e-commerce platform Meesho has launched a creator marketplace platform, doubling down on its content commerce strategy after seeing significant success in influencer-driven sales. In 2024, more than 14 million purchases on the platform were driven by influencers, highlighting the growing role of content creators in shaping online shopping trends.

The company’s content commerce initiative has fueled 10X growth across key product categories, including women’s fashion, jewellery, footwear, home décor, kidswear, and beauty. Meesho has onboarded over 21,000 creators, extending its reach beyond metropolitan hubs like Delhi, Mumbai, Bengaluru, Hyderabad, and Pune into tier 3 and tier 4 cities, including Bazpur (Uttarakhand), Kotputli (Rajasthan), and Pakyong (Sikkim). 

The company stated that orders placed through content commerce have grown three times faster than its overall order volume, reinforcing the impact of influencer-led sales. Meesho aims to empower influencers at all levels—from micro and nano-creators to larger content. 

Meesho’s content commerce initiative is built on three key components designed to enhance product discovery and engagement:

1. Meesho Creator Club

An in-house affiliate program that allows influencers to access real-time performance analytics to track their sales impact, receive faster payouts for their promotional efforts and collaborate directly with brands and sellers.

2. Video Finds- A feature that hosts short, engaging product videos within the Meesho app. These videos help users discover products more interactively, encouraging direct purchases.

3. Live Shop- A real-time live-stream shopping experience where influencers and sellers showcase products, answer customer queries and drive instant sales. This format aims to replicate the personalised shopping experience of offline retail.

Meesho is also making strategic financial moves to prepare for a potential initial public offering (IPO) in 2026. The company is working on a reverse merger of its India unit, Fashnear Technologies, with its U.S.-based parent, Meesho Inc.

For the financial year 2023-24, Meesho reported a 33% year-on-year increase in revenue to ₹7,615 crore while significantly narrowing its adjusted loss to ₹53 crore—a 97% reduction compared to the previous year.

Additionally, Meesho has launched Meesho Mall, a brand-focused marketplace that allows it to charge commissions from listed brands, marking a shift from its original zero-commission model.

Commenting on the expansion, Prasanna Arunachalam, General Manager of Monetization and Content Commerce at Meesho, said, “India’s creator economy is evolving rapidly. We are committed to empowering creators across metro and non-metro regions with the tools they need to thrive. Our marketplace connects sellers, creators, and consumers in a way that democratises internet commerce.”

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