Meesho’s Next Monetisation Engines

Meesho, a low-cost marketplace in India, has focused on scale as its primary growth strategy. It boasts an impressive user base with 284 million annual transacting users (ATUs) and 1.13 million annual transacting sellers as of Q2 FY27. These large numbers position Meesho to explore monetisation opportunities beyond its core marketplace model.

Advertising is seen as a promising avenue for generating additional revenue. With a growing user base and seller ecosystem, Meesho can potentially charge sellers for better visibility and access to consumers. The company expects advertising to become a more meaningful contributor to its revenue mix in FY28. However, the company will need to demonstrate that sellers are willing to consistently spend on advertising and that paid placements generate measurable returns.

Additionally, Meesho is exploring other business lines, such as lending products for consumers and sellers, and expanding branded commerce through Meesho Mall and discovery-led shopping through content commerce. These initiatives hold the potential for new revenue streams, although their impact on financials remains in the early stages.

Meesho's marketplace economics have shown improvement in Q2 FY27, with revenue from operations increasing 34% year-on-year to ₹4,119.9 Cr and net merchandise value (NMV) growing 23% to ₹12,911 Cr. The contribution margin improved to 6% of NMV, up from 4.6% in the previous quarter and 3.3% a year earlier. However, management advises caution, as this particular margin may not be sustainable due to potential logistical efficiency gains being passed on to consumers and sellers.

Advertising monetisation still needs to be demonstrated by Meesho. While the company expects advertising to become more significant in FY28, it remains to be seen if sellers will be willing to invest consistently and if paid placements will generate measurable returns.

As Meesho continues to expand its consumer and seller base, it must carefully balance the affordability of its marketplace with potential monetisation efforts. The key will be to create an advertising ecosystem that benefits sellers of all sizes and categories without compromising the shopping experience or driving up product prices.