Meesho Co-founder Claims Quick Commerce Has Specific Consumer Base

Vidit Aatrey, Co-founder and CEO of Indian e-commerce company Meesho at the Invest Karnataka event in Bengaluru, remarked that while quick commerce has achieved a product-market fit in the country, its appeal remains restricted to certain categories and a specific consumer base.

“There are people buying things from this segment, but it is limited to certain categories, driven primarily by the need for speed,” Aatrey said. “Consumers who prioritise convenience are willing to pay a premium, a platform fee, or a convenience fee. However, the majority of India is not willing to do that—and that’s the real gap we are working to bridge.”

Meesho's goals

Aatrey further claimed that Meesho has a unique vision.

“Our goal has never been just to solve for convenience, as there have always been players addressing that need, both in the past and today,” Aatrey said.

“Many people in Tier-1 cities were shopping on Amazon primarily because of its speed—one-day delivery, same-day delivery. Instead, our focus has always been on bringing the majority of the country online—both consumers and small businesses,” he added.

For India’s popular brand Meesho, the USP are affordability and accessibility, rather than ultra-fast deliveries.

Incidentally, SoftBank-backed e-tailer Meesho has launched a dedicated platform for content commerce.

Meesho’s new platform, Creator Club, will allow content creators to directly collaborate with sellers on Meesho and monetise their content.

Content commerce entails creating and distributing content such as videos, social media posts or blog posts, to educate and engage potential customers, driving them to transact on e-commerce platforms.

In 2024, Meesho recorded a three-fold increase in order volume on its platform while testing content commerce.

Also read: Google May Follow Apple In Opening Retail Outlets In These Two Indian Metro Cities (startuppedia.in)