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Non-Metro India Fuels Meesho's Creator Economy Boom
6 Oct
Summary
- Meesho's net merchandise value grew 152% year-on-year.
- 81% of Meesho's creators are from non-metro India.
- Smaller towns account for 66% of Content Commerce orders.
Meesho has reported a substantial 152% year-on-year increase in net merchandise value (NMV) through its Content Commerce ecosystem. This impressive growth was driven by over 160,000 active creators across India in the past year. The surge reflects a significant shift in online shopping habits within non-metro India, where consumers increasingly discover products through inspiration and recommendations.
Discovery-led shopping journeys are becoming paramount, with short-form video and creator content providing context. Nikita Dawda, General Manager of Content Commerce at Meesho, noted that "increasingly, shopping journeys are becoming discovery-led." Video content allows consumers to visualize products in real-world settings, aiding purchase decisions.
Bharat, or non-metro India, is at the forefront of this trend, with 81% of Meesho's active Content Commerce creators based there. Furthermore, 90% of these creators are nano-creators, broadening participation beyond established influencers. Tier-III and Tier-IV markets, including cities like Varanasi and Madurai, accounted for 66% of Content Commerce orders.
The ecosystem is expanding the creator economy, with homemakers forming 40% and young graduates 30% of the active creator base. This wider participation opens up content-led commerce to a larger Indian audience, enabling individuals like creator Megha Bhagotra from Chandigarh to turn their passion into income.
