Meesho jumps on strong growth in content commerce NMV

Meesho jumped 5.30% to Rs 238.45 after the company said net merchandise value (NMV) generated through its Content Commerce ecosystem grew 152% year-on-year, supported by more than 1.6 lakh active creators across India over the past 12 months.

The company said around 90% of its active Content Commerce creators are nano creators, defined as those with fewer than 10,000 followers, while 81% are from non-metro India. Tier 3 and Tier 4 markets, including Varanasi, Agartala, Jabalpur and Madurai, accounted for 66% of Content Commerce orders, highlighting the growing contribution of smaller towns to creator-led shopping.

The company said more than 4 lakh sellers have opted into its Content Commerce ecosystem to tap creator-led demand. The performance-linked model allows creators to earn commissions on orders generated through their content, while giving sellers an additional channel to generate demand.

Content Commerce is also expanding participation in the creator economy, with homemakers accounting for 40% of Meesho's active creator base. Young graduates account for another 30%, representing around 50,000 creators. About 78% of active homemaker creators are from non-metro India.

The company said 25% of its active Content Commerce creators are first-time creators, indicating increasing participation beyond established influencers. With a significant proportion of creators coming from smaller towns, Meesho said its ecosystem is expanding content-led commerce to a wider consumer and creator base.

Nikita Dawda, general manager, Content Commerce, Meesho, said, ?At Meesho, we spend a significant amount of time understanding how Bharat shops, discovers products and builds trust online. Increasingly, shopping journeys are becoming discovery-led, with consumers looking to videos, recommendations and creators to understand products before making a purchase.

Meesho is an Indian e-commerce marketplace focused on value-driven online shopping. It connects buyers with sellers across categories. It enables entrepreneurship at scale by empowering millions of small businesses and individuals to build and grow online with minimal upfront investment.

The company's adjusted loss after extraordinary items narrowed to Rs 132.84 crore in Q1 FY27 from Rs 215.92 crore in Q1 FY26 and Rs 166.35 crore in Q4 FY26. Net sales increased 48.3% YoY and 5.1% QoQ to Rs 3,712.81 crore in the quarter ended 30 June 2026.

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