“Meesho’s broader mission is to democratize internet commerce”


The number of resellers on e-commerce start-up Meesho has increased 2.5 times in 2021, bringing the total number of resellers or entrepreneurs on the platform to 15 million. The marketplace offers small businesses, including SMEs, MSMEs and individual entrepreneurs, access to customers, a selection of over 700 categories, pan-India logistics, payment services and customer support capabilities. Activity area spoke with Utkrishta Kumar, Vice President and General Manager – Business, at Meesho about the company’s reseller ecosystem. Excerpts:

How many resellers are currently associated with Meesho? What is the average monthly income of resellers on the platform?

About 700 million users are active on the internet in India, but there are only about 200 million users who transact online. We have seen the social commerce industry grow significantly over the past few years and various research reports have predicted that there is potential for it to surpass any other industry at this time, with a predicted CAGR of nearly 55% to 60% over the next few years. Now let’s come to the specific problems we are trying to solve. Our contractors provide access to users who are online but do not transact online. In 2021, Meesho entrepreneurs were multiplied by 2.5. We currently have nearly 15 million micro-entrepreneurs on Meesho. It’s a testament to how we’ve gone forward and helped this ecosystem grow by providing a destination for entrepreneurs to solve the problems that active online consumers face today.

With multiple platforms eyeing the social commerce space, how do you ensure resellers on Meesho are on-brand?

Let’s zoom in on the problem statements and what an entrepreneur needs from the platform. In terms of selection, we are the largest online destination for all unbranded products in the lifestyle categories. Thus, we provide them with everything their users need, and our prices are very competitive. In fact, our prices are not only lower than other online destinations, but they are also lower than all offline destinations.

In addition to that, we tried to come up with new initiatives. At the start of Covid-19, when the economy had sort of stopped, we had our microcredit strategy to guarantee entrepreneurs a minimum income. Also, when it comes to solving fundamental challenges, whenever we find a use case that could help entrepreneurs succeed, we go ahead and implement them. This has led to wider retention and loyalty on the platform.

What is the general demographic of resellers associated with Meesho?

We have entrepreneurs from small towns to larger cities. They are largely between the ages of 18 and 45, and the majority of our entrepreneurs are housewives, students, teachers or small business owners. Overall, 70% of entrepreneurs come from Tier 2 markets like Dimapur, Faizabad and Haldwani. Cities with a higher share of entrepreneurs are Lucknow, Visakhapatnam and Ahmedabad.

Why does reseller-led commerce have advantages over consumer-led commerce?

Our broader mission statement is to democratize internet commerce for all. We have seen consumer demand for Meesho grow exponentially, but it has had no impact on contractor demand. Entrepreneurs, ultimately, are solving a very different use case. They target users who are active online but do not transact online. By closing this gap, we have seen exponential growth on both fronts. We’ve seen a growth in what we call dealer-driven commerce and customer-driven commerce. And our vision is to build this ecosystem where all sellers, entrepreneurs and consumers can coexist.

Published on

January 17, 2022

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