The growth was driven by increasing participation from nano creators, homemakers and consumers in smaller cities.
Meesho said 1.6 lakh active creators participated in Content Commerce during the period, with 90% classified as nano creators, or those with fewer than 10,000 followers. About 81% of the active creator base came from non-metro India, highlighting the growing role of smaller cities in creator-led commerce.
The company said Tier 3 and Tier 4 markets accounted for 66% of Content Commerce orders, with cities such as Varanasi, Agartala, Jabalpur and Madurai emerging as key contributors.
Homemakers accounted for 40% of Meesho’s active Content Commerce creators, while young graduates made up another 30%, or around 50,000 creators. Around 78% of active homemaker creators were from non-metro India.
Meesho also said 25% of its active creators were first-time creators, indicating that the platform is expanding participation beyond established influencers.
“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,” Nikita Dawda, General Manager, Content Commerce, Meesho, said.
Video commerce sees strong engagement
Meesho said its short-form video platform, Video Finds, recorded nearly 4,800 crore content views and around 9,000 crore minutes of watch time over the last 12 months.
The company said content commerce allows consumers to discover products through videos and recommendations before moving to evaluation and purchase. While women’s fashion remains the largest category for creator-led shopping, the use of content is expanding across electronics, personal care and home products.
More than 4 lakh sellers have opted into Meesho’s Content Commerce ecosystem. The model is performance-linked, with creators earning commissions when their content generates orders, giving sellers an additional channel to generate demand.
“We believe this combination of discovery, entrepreneurship and commerce can make creator-led shopping an increasingly important part of how India shops online,” Dawda said.
Shares of Meesho are trading 5.7% higher after the business announcement at ₹239.48. The stock is up 32% so far this year.
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