How Meesho Used Traction to Win Investors (And How You Can Too!)

From zero-investment businesses to viral marketing strategies, discover how Meesho empowered millions of entrepreneurs and dominated India’s e-commerce space!

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Mar 26, 2025

Every startup founder dreams of scaling their business, attracting investors, and making a mark in the industry. But in a world where ideas are abundant, what truly sets apart a winning startup from the rest? The answer lies in one word—traction.

Traction is the heartbeat of a startup, the proof that an idea isn’t just promising but actually working. It’s what turns investor skepticism into confidence. It’s the difference between a great pitch deck and a business that’s impossible to ignore.

And if there’s one company that has cracked the code of traction-driven success, it’s Meesho. Starting as a simple reselling platform, it quickly evolved into India’s largest social commerce powerhouse. But how did it get there? What strategies fueled its explosive growth?

Let’s take a deep dive into Meesho’s journey—its innovative marketing, disruptive business model, and the strategic moves that made it a startup success story worth studying.

In simple terms, traction is proof that your startup is moving in the right direction. It could be growing revenue, increasing user engagement, market adoption, or any metric that shows real demand. Investors don’t just bet on ideas—they invest in startups that show momentum.

Why Traction is a Game-Changer

Investors use traction to validate:

Market Demand: Are people actually using your product?
Scalability: Can this growth be sustained?
Founder Execution: Can the team deliver on their vision?

For early-stage startups, traction builds credibility, making it easier to raise capital.

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Meesho: A Case Study in Traction-Driven Growth

Back in 2015, selling online in India was a privilege of big brands and established businesses. Small entrepreneurs—especially women working from home—were left out. They had the products, the skills, and the drive, but they lacked the resources to build websites, run ads, and handle logistics.

Then came Meesho, a platform that changed everything.

“The fastest-growing Indian e-commerce site is Meesho, with 120 million monthly active users. According to the research, 80% of Meesho’s sellers are retail business owners and 95% of its range is unbranded”.

Instead of asking small sellers to adapt to traditional e-commerce, Meesho adapted e-commerce to them. It allowed entrepreneurs to start selling with zero investment, directly through WhatsApp, Facebook, and Instagram. No need for inventory, no need for a website—just share products, take orders, and earn profits.

The result? Millions of everyday people—homemakers, students, and small shop owners—became entrepreneurs overnight.

How Meesho Mastered the Art of Marketing

So, how did Meesho not just survive but thrive in a market filled with giants? Let’s break down the strategies that helped it gain massive traction.

1️⃣ Target Marketing: Empowering Women Entrepreneurs

Most e-commerce brands target buyers. Meesho, however, focused on sellers—especially women who wanted to earn but didn’t have the capital to start a business.

By positioning itself as a women-first platform, Meesho struck a chord with a vast audience eager for financial independence. This wasn’t just marketing; it was a movement.

2️⃣ Marketing on social media: Riding the Trend Wave

Social media wasn’t just a promotional tool for Meesho—it was the backbone of its business. Since most of its sellers were already active on WhatsApp, Facebook, and Instagram, Meesho made it effortless for them to share and sell.

But what really set it apart? Memes.

Instead of boring, traditional ads, Meesho tapped into the power of viral content—using trending memes to promote discounts and offers. This approach made its campaigns not just visible but highly shareable, driving massive organic growth.

3️⃣ My Store My Story: Turning Sellers into Stars

While social media helped Meesho grow, it didn’t stop there. It launched the #MyStoreMyStory campaign, featuring real-life stories of women who built successful businesses through the platform.

These weren’t just advertisements. They were stories of empowerment, proving that anyone—regardless of their background—could become an entrepreneur.

4️⃣ Sabse Kam Commission: A Game-Changer for Sellers

Trust is the foundation of any marketplace, and Meesho knew that sellers needed higher profits to stay motivated.

With the #SabseKamCommission campaign, it positioned itself as the most seller-friendly platform by offering the lowest commission rates in the industry. This transparent approach attracted a flood of new suppliers, ensuring a diverse product range while keeping costs low for buyers.

5️⃣ Ads on YouTube and Facebook: Reaching Millions

To expand even further, Meesho leveraged YouTube and Facebook ads—targeting both sellers and buyers with trend-driven, engaging content.

By tapping into India’s massive video-watching audience, Meesho ensured that its platform wasn’t just growing—it was everywhere.

Meesho’s success isn’t just about selling products—it’s about enabling people to build businesses with minimal risk and maximum opportunity.

Lessons for founders

Meesho’s story isn’t just about e-commerce—it’s about empowerment. It proved that with the right approach, even small entrepreneurs with zero capital could thrive in the digital space. By leveraging targeted marketing, social media strategies, and innovative campaigns, Meesho didn’t just build a platform; it built a movement.

Its success teaches us that traction isn’t just about numbers—it’s about creating real impact, solving real problems, and delivering real value. For startup founders, the lesson is clear: growth isn’t accidental. It’s engineered.

So, as you scale your own venture, ask yourself—how is your startup building traction? Because in the end, investors don’t just back ideas. They back momentum.

🚀 Must-Have Resources

1. Books on Traction & Growth

Traction: How Any Startup Can Achieve Explosive Customer Growth – Gabriel Weinberg & Justin Mares
Hacking Growth: Sean Ellis & Morgan Brown

2. YouTube Channels for Growth & Traction

Y Combinator – Covers startup growth strategies, fundraising, and founder advice.
Startup Grind – Interviews with successful founders sharing growth insights.

3. Podcasts for Founders on Traction

Masters of Scale – Hosted by Reid Hoffman (LinkedIn co-founder).
The Indie Hackers Podcast – Real-world startup growth stories.