Meet 'Creator Marketplace': Meesho's latest bet to raise influencer-driven sales
What's the story
Meesho, the leading e-commerce platform, has introduced a new 'creator marketplace' to bolster its influencer-led content sales strategy.
The move comes after the company successfully engaged over 14 million customers via influencers last year.
The Bengaluru-based firm is partnering with a range of content creators who mirror the diverse lifestyles of its users.
The goal is to fill the gap in personalized shopping experiences designed for the Indian market.
Surge
Meesho's strategy drives significant growth in key categories
Meesho's influencer-driven strategy has led to a tenfold sales growth across multiple categories.
These include women's western wear, jewelry, footwear, home decor and furnishing, kidswear, toys as well as beauty and personal care products.
Prasanna Arunachalam, General Manager of Monetization and Content Commerce at Meesho, noted the rapid evolution of India's creator economy.
He stressed the company's focus on creating equal opportunities for large-scale and micro creators across metro cities and tier 2+ towns.
Strategy
3 pillars for immersive shopping experiences
As part of its sales strategy, Meesho has launched three key elements to offer immersive and interactive shopping experiences.
The 'Meesho Creator Club' is an exclusive in-house affiliate program that empowers influencers from tier 3 and tier 4 cities.
It offers real-time performance analytics, fast payouts, and direct collaboration opportunities.
'Video Finds' is another facility that includes short product videos hosted directly on the app for seamless discovery and shopping through engaging content.
User engagement
'Live Shop' enhances real-time interaction on Meesho
The third element of Meesho's strategy is 'Live Shop,' a feature that enables real-time interactive sessions between sellers and influencers.
The platform allows product showcasing, query resolution, and immediate sales generation.
These innovative features are a part of Meesho's broader strategy to enhance user engagement and drive growth through influencer-led content commerce.