The creator base also includes 25% first-time creators indicating that the platform’s content-commerce ecosystem is drawing participants who are new to the creator economy
Meesho’s Content Commerce business recorded a 152% year-on-year growth in Net Merchandise Value (NMV) over the last 12 months, with the platform attributing the expansion to a growing base of creators and increasing participation from consumers and sellers across non-metro India.
The e-commerce platform said 1.6 lakh creators were active on its Content Commerce ecosystem during the period, of which around 90% were nano creators. About 81% of the creator base came from non-metro India, while Tier 3 and Tier 4 markets accounted for 66% of Content Commerce orders.
The numbers point to a creator-commerce model that is extending beyond established influencers and large urban markets. Homemakers constituted 40% of Meesho’s active creator base, while young graduates accounted for 30%, or around 50,000 creators. Around 78% of active homemaker creators were from non-metro India.
For Meesho, the development comes as online shopping increasingly incorporates content-led product discovery alongside conventional search-led journeys. Its Content Commerce model allows creators to earn commissions on orders generated through their content, linking creator activity directly to transactions rather than engagement alone.
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Nikita Dawda, General Manager, Content Commerce, Meesho, said the company was seeing shopping journeys become increasingly discovery-led, with consumers using videos, recommendations and creators to understand products before purchasing. She said the 152% growth in Content Commerce NMV was supported by 1.6 lakh active creators over the last 12 months, with nano creators making up around 90% of the base.
The creator base also includes 25% first-time creators indicating that the platform’s content-commerce ecosystem is drawing participants who are new to the creator economy. The company said this participation is particularly pronounced in smaller towns, where creators can use their understanding of local audiences to drive product discovery
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Smaller cities emerge as a key demand pool
The geographic distribution of orders is significant to the model. Varanasi, Agartala, Jabalpur and Madurai were among the Tier 3 and Tier 4 markets contributing to the 66% share of Content Commerce orders.
The concentration of orders outside major metros also mirrors the composition of Meesho’s creator network, with 81% of active creators coming from non-metro India. This gives the platform a creator ecosystem that is closely aligned with the markets where it has historically focused on expanding digital commerce participation.
The shift also reflects a change in the role of content within the shopping journey. Rather than beginning with a product-specific search, consumers can encounter products through short-form videos, recommendations and demonstrations before moving to evaluation and purchase.
Meesho’s Video Finds, its short-form content surface, recorded nearly 4,800 crore content views and around 9,000 crore minutes of watch time over the last 12 months. The platform said the format allows consumers to see products in use and assess attributes such as appearance, size, fit and functionality before making a purchase.
Women’s fashion remains the largest category for creator-led shopping on the platform, although Meesho said content-led discovery is expanding into categories including electronics accessories, personal care and home products.
4 lakh sellers opt into creator-led demand
The expansion of the creator side is being accompanied by growing seller participation. More than 4 lakh Meesho sellers have opted into the Content Commerce ecosystem, giving them access to creators as an additional demand-generation channel.
The commercial structure is performance-linked: creators earn commissions when their content results in orders. Creators can also distribute content both on Meesho and third-party social platforms, allowing product discovery to originate outside the marketplace before consumers move to Meesho to explore or purchase products.
The model therefore brings creators, consumers and sellers into the same commerce loop, with content serving as the discovery layer and transactions providing the commercial outcome.
The development comes against a broader expansion of creator-led commerce in India, where product discovery is increasingly taking place through short-form video and community recommendations. Meesho’s latest numbers place this shift within the context of Bharat, with smaller cities, nano creators, homemakers and young graduates accounting for a significant share of participation in its ecosystem.
For Meesho, the 152% increase in Content Commerce NMV is consequently being accompanied by scale across three operating metrics: 1.6 lakh active creators, more than 4 lakh participating sellers and nearly 4,800 crore Video Finds views over the past 12 months.
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First Published onOctober 6, 2026, 12:03:20 IST
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