Everything You Need to Know About Meesho’s New Creator Marketplace

Popular e-commerce platform Meesho’s new ‘Creator Marketplace’ aims to ride the influencer-driven content commerce wave, aiming to bring a more personalised and engaging shopping experience to its user base.

What is Meesho’s Creator Marketplace?

Meesho announced the launch of its ‘Creator Marketplace‘ last week as part of its larger strategy to tap into influencer-driven content commerce. The company has already tasted success with a base model of this idea. Over 14 million purchases on the Meesho app last year were influenced by content creators and influencers only.

But what’s the big idea? Meesho is partnering with content creators who connect with the diverse lifestyles of its 187 million annual transacting users. This initiative bridges the gap in shopping experiences by offering a personalised and relatable journey tailored for Indian shoppers.

Why This Move?

India’s creator economy is booming, and Meesho wants a bigger piece of the pie. Prasanna Arunachalam, General Manager of Monetisation and Content Commerce at Meesho, has been quoted as saying, “We are creating a level playing field for both large and micro creators across metro and tier 2+ cities.”

The brand’s approach has led to nearly a 10x growth in key categories, including:

• Women’s Western wear
• Jewellery and footwear
• Home decor and furnishing
• Kidswear and toys
• Beauty and personal care

How Exactly Does It Work?

Meesho’s content commerce strategy is built around three key pillars that deliver immersive and interactive shopping experiences.

Meesho Creator Club: This in-house affiliate program empowers influencers, including those from tier 3 and tier 4 cities. It offers real-time performance analytics, faster payouts, and direct brand collaboration opportunities. It’s all about helping influencers turn their passion into a profitable venture.

Video Finds: Meesho makes product discovery fun and engaging with short, captivating product videos embedded directly in the app. This allows users to explore products more immersive way and shop seamlessly.

Live Shop: Imagine watching your favourite influencer showcase a product live, answering your questions in real-time, and making it super easy to purchase. It’s an interactive shopping experience designed to drive instant sales.

The Impact So Far

Meesho’s Creator Marketplace has already made profits in its first year. The platform claims to have connected over 21,000 influencers with 14.5 million users. This influencer-driven approach has been particularly effective in fashion, beauty, and home décor categories.

The numbers are impressive:

• A 3x increase in order volume for Meesho
• Nearly 10x growth in key categories
• Orders through content commerce grew three times faster than Meesho’s overall order volume in 2024.

Why Influencer-Driven Commerce?

The secret sauce is customer engagement. Content-related shopping keeps users hooked, making them spend more time on the app and engage with the immersive content. “Content consumption continues to rise dramatically nationwide year after year,” says Arunachalam. And Meesho is riding this wave of growing digital engagement.