E-commerce unicorn Meesho, which primarily serves shoppers beyond tier I cities and metros, has recorded a 35% year-on-year rise in the number of orders placed on its platform this year. The growth largely came from categories such as beauty and personal care, and home and kitchen, which saw about 70% year-on-year growth in orders.
Meesho recoded nearly 175 million annual transacting users in 2024, among which about 50% of the user base came from tier 4 towns and beyond such as Naidupeta (Andhra Pradesh), Sherghati (Bihar), and Harapanahalli (Karnataka), the company said in a statement.
Moreover, Gen Z or people born between 1996 to 2010, now accounts for one-third of Meesho’s user base. Items such as glass sippers, reusable straws, makeup wipes, sneakers, and resistance bands have seen a significant increase in orders.
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Among the states, Ladakh, Uttar Pradesh, and Bihar contributed the most to order growth this year. “While tier 2+ towns were a key driver of this expansion, repeat shoppers from metro cities like Delhi, Bengaluru, and Hyderabad further strengthened Meesho’s broad appeal,” it said.
Meesho Mall, the platform’s branded product vertical, also recorded a 117% jump in orders mostly from tier 2+ towns. While this verticle had began with branded beauty and personal care items, it has now expanded into categories such as home and kitchen, appliances, books, groceries and more.
Brands such as Lotus recorded 6x growth in orders on Meesho Mall, while Joy recorded 5.5x growth, Renee recorded a 3.5x boost, and Dollar saw 1.8x increase in the number of orders. Meesho claimed its app surpassed 210 million downloads this year.
The sustained rise in order numbers has helped Meesho generate positive cash flows in FY24. Operating cash flow stood at Rs 232 crore compared to a negative Rs 2,303 crore in FY23.
The company’s revenue from operations rose 33% to Rs 7,615 crore from Rs 5,735 crore in FY23, on the back of 36% growth in orders delivered to 840 million from 620 million a year ago.
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