Content Commerce NMV grows 152% YoY; 1.6 lakh active creators, over 4 lakh sellers opted in

Content Commerce NMV grew 152% YoY.

Tue 6 Oct 2026

Content Commerce NMV Growth

grew 152% YoY

Active Creators (12 months)

1.6 lakh active creators in 12 months, 90% nano creators

Sellers Opted In

Over 4 lakh sellers have opted in

Content Commerce metrics

• Net Merchandise Value (NMV) through the Content Commerce ecosystem grew 152% year-on-year, supported by 1.6 lakh active creators over the last 12 months.
• Over 4 lakh sellers have opted into Content Commerce to tap creator-led demand.
• The release says the model is performance-linked: creators earn commissions on orders generated through their content, and sellers get an additional channel to generate demand.

Who the creators are

• Around 90% of active creators are nano creators. The release defines nano creators as creators with fewer than 10,000 followers.
• Homemakers account for 40% of the active creator base, which the company describes as a widening of participation in the creator economy.
• The company says much of this creator base comes from smaller towns, beyond established influencers and India's largest cities.

Where the orders come from

• Tier 3 and Tier 4 markets such as Varanasi, Agartala, Jabalpur and Madurai accounted for 66% of Content Commerce orders.
• Women's fashion remains the largest category for creator-led shopping, while discovery is spreading to other categories such as electronics and personal care.

Video Finds

• Over the last 12 months, Video Finds, Meesho's short-form video surface, recorded over 4,800 crore content views.
• Creators can post content both on Meesho and on third-party social platforms, so product discovery can begin outside the app as well.

How to read this

• Content Commerce is the part of the platform where shoppers discover products through short-form video and creator content, rather than by first searching for a specific product.
• The figures are the company's own operating metrics for its Content Commerce ecosystem, covering the 12-month period described in the release.
• The release is an update on growth in this channel and quotes Nikita Dawda, General Manager, Content Commerce, and a creator, on the shift towards discovery-led shopping. Such updates can create a positive perception around the platform's reach in smaller towns, and the numbers describe activity within one part of the business.

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