The Rise of Social Commerce – A Case Study on Meesho’s Consumer Acquisition Strategy in Delhi NCR

Abstract

The Indian e-commerce landscape is rapidly evolving with the emergence of social commerce platforms like Meesho. This research investigates Meesho’s consumer acquisition and retention strategies, focusing on its unique reseller-driven model, community marketing, and AI-based personalization, particularly in the Delhi NCR region. Meesho’s emphasis on affordability, vernacular content, and empowering micro-entrepreneurs has driven significant adoption in Tier II and Tier III cities. Employing a descriptive research design, primary data was collected through an online survey of 39 Meesho users and resellers in Delhi NCR, complemented by secondary data analysis. Key findings indicate that Meesho’s reseller-led acquisition, combined with localized content and community trust, results in lower customer acquisition costs (CAC) and higher engagement compared to traditional e-commerce. AI-powered personalization further contributes to retention. The study concludes that Meesho’s model offers a scalable and inclusive approach to consumer acquisition in emerging markets by effectively leveraging social relationships and localized content.