Business Performance Update

Meesho announced significant growth in its Content Commerce ecosystem with Net Merchandise Value (NMV) growing 152% year-on-year. This growth was supported by over 1.6 lakh active creators participating in Content Commerce over the last 12 months (from August 1, 2025 to August 31, 2026).

Creator Demographics and Participation

  • 90% of active creators are nano creators (defined as creators with fewer than 10,000 followers)
  • 40% of active creators are homemakers
  • 30% of active creators are young graduates (approximately 50,000 creators)
  • 70% of active creators collectively comprise homemakers and young graduates
  • 81% of creators are from non-metro India
  • 78% of active homemaker creators come from non-metro India
  • 25% of active creators are first-time creators

Geographic Distribution

Tier 3 and Tier 4 markets accounted for 66% of Content Commerce orders, with specific mention of Varanasi, Agartala, Jabalpur, and Madurai.

Seller Participation

Over 4 lakh sellers have opted into the Content Commerce ecosystem on Meesho to tap creator-led demand.

Video Content Engagement

Meesho's Video Finds feature saw large-scale engagement:

  • Nearly 4,800 crore content views in the last 12 months
  • Around 9,000 crore minutes of watch time in the last 12 months

Management Commentary

Nikita Dawda, General Manager, Content Commerce at Meesho, stated: \"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. 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.\"

Creator Testimonial

Megha Bhagotra, a creator with approximately 12,000 followers from Chandigarh, shared that Meesho Creator Club has become her primary source of income and opened doors to brand collaborations.

Strategic Impact

The Content Commerce ecosystem creates a performance-linked model where creators earn commissions on orders generated through their content. This approach:

  • Helps consumers discover products with greater context through video demonstration
  • Enables creators to build income opportunities
  • Gives sellers new ways to generate demand through a broad network of creators
  • Allows product discovery to begin wherever consumers engage with content, including third-party social platforms

Category Performance

While women's fashion remains the largest category for creator-led shopping, discovery is expanding across electronics, personal care, and home products through content demonstration.