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Meesho’s shares jumped 6% intraday on October 6 after its content commerce business grew 152% in the year ended August 2026.
In simple terms, Meesho is using creator-led videos to help shoppers discover products and drive sales. The total value of goods sold through this business called Net Merchandise Value (NMV), has more than doubled in a year.
So, what exactly is content commerce? It is basically shopping through content. Instead of simply showing you a product ad, brands use videos, creators, reviews, social posts and communities to help you discover a product, understand it and eventually buy it.
What’s behind the numbers: Meesho’s Content Commerce business is growing because it is bringing everyday people into the creator economy, not just big influencers.
Over the past year, 1.6 lakh creators made content for Meesho, with 90% being nano creators with fewer than 10,000 followers.
Around 81% came from non-metro India, while Tier 3 and 4 cities accounted for 66% of orders. Homemakers and young graduates also make up a significant part of this creator base, with creators earning a commission when their videos lead to a sale.
This combination of smaller creators, smaller cities and performance-based earnings is helping Meesho turn short videos and recommendations into actual purchases.
Larger landscape: India now has 2-2.5 million monetised creators who influence an estimated $350-400 billion in consumer spending.
That figure is expected to cross $1 trillion by 2030, as shopping increasingly happens through videos, creator recommendations, live commerce, subscriptions and virtual gifting. At the same time, digital media has become the largest segment of India’s media and entertainment industry, crossing ₹1 trillion in revenue in 2025.
CNBC TV18
