To capitalise on influencer-driven buying trends in India, e-commerce company Meesho has developed a platform for content creators as part of its larger content commerce project.
The Meesho creator club, an internal affiliate network created to provide social media influencers with real-time performance metrics, quicker rewards, and collaboration opportunities, was launched by the Softbank-backed company as part of the shift.
Additionally, the platform offers “live shops,” which are interactive sessions where influencers and sellers display products, respond to questions, and generate immediate purchases, as well as “video finds,” which are brief product movies that are housed directly on the Meesho app and let users explore and shop through immersive content.
Because users spend more time on the app and interact with the more engaging material, customer engagement and retention are rather high in content-related purchasing. Prasanna Arunachalam, general manager, monetisation and content commerce at Meesho, stated that this is the reason why content consumption continues to rise dramatically nationwide year after year.
With 14.5 million annual transacting users and over 21,000 influencers, Meesho’s content commerce initiative, which was launched last year, has nearly tenfold increased sales in important categories like women’s western clothing, jewellery, footwear, home furnishings and décor, children’s clothing and toys, and cosmetics and personal care.
According to the company, the number of orders placed through content commerce increased three times quicker between January and December 2024 than Meesho’s overall order volume growth.
