e-commerce
Meesho’s content commerce grows 141 per cent as AI boosts creators
AI-powered tools drive creator sales as content becomes a key commerce engine
MUMBAI: The next shopping cart may not begin with a search, it could start with a scroll. Meesho is doubling down on creator-led commerce, reporting triple-digit growth in its Content Commerce business as artificial intelligence plays an increasingly central role in helping creators discover products, produce content and convert views into sales.
The ecommerce platform said Content Commerce Net Merchandise Value (NMV) surged 141 per cent year-on-year in the first quarter of FY27, while the number of active order-generating content pieces jumped 143 per cent to 1.7 million, underlining the growing influence of creators on purchase decisions.
The company attributed the performance to improvements across its creator ecosystem, including simplified onboarding and a suite of AI-powered tools designed to help creators identify high-performing products, optimise content and generate higher sales.
Rather than acting as a marketplace connecting influencers with products, Meesho is increasingly positioning AI as a creator’s growth engine. Its AI-enabled toolkit analyses content performance, recommends products with stronger conversion potential and provides insights to help creators produce content that is more likely to generate orders.
The platform has also streamlined the onboarding process, enabling creators to begin earning sooner and reducing barriers to entry.
The strategy reflects a broader shift across the creator economy, where brands and platforms are moving beyond follower counts and engagement metrics towards performance-based commerce, with algorithms increasingly determining which creators, products and content formats deliver the highest returns.
Content is also emerging as a meaningful driver of Meesho’s wider marketplace business. During the quarter, the company reported marketplace NMV of Rs 11,614 crore, up 34 per cent year-on-year, supported by stronger user engagement, wider product selection and growing contributions from both Meesho Mall and Content Commerce.
The company also credited improvements in its AI-powered recommendation engine, PRISM, for enhancing product discovery and personalisation, helping transform content from a marketing tool into a direct sales channel.
The creator initiative forms part of Meesho’s broader push to embed AI across its operations. During the quarter, the company reported more than two-fold productivity gains after deploying AI agents across software development, testing and documentation.
Beyond engineering, Meesho is also using AI-powered cataloguing, demand intelligence and multilingual voice agents to help sellers improve product visibility and expand their businesses on the platform.
The latest numbers suggest Meesho is widening its AI strategy beyond operational efficiency. As competition intensifies in India’s ecommerce market, the company is betting that creator-led shopping powered by artificial intelligence will become an increasingly important differentiator in the next phase of digital commerce.
