Analysing Meesho's Reseller-Based Business Model: Innovations and Impacts in Digital Commerce

Abstract The rapid evolution of digital technologies has profoundly transformed the global e-commerce landscape, facilitating the emergence of innovative business models that cater to diverse consumer and entrepreneurial needs. In the context of India, Meesho has pioneered a distinctive reseller-based business model that strategically leverages the widespread adoption of social media platforms, increasing mobile penetration, and the proliferation of digital payment systems. By enabling individuals—particularly women and first-time entrepreneurs—to engage in online selling without substantial capital investment or prior business experience, Meesho has democratized access to digital commerce and fostered micro-entrepreneurship. This paper systematically analyzes Meesho’s business model, key innovations, and multifaceted impact on the Indian digital commerce ecosystem through secondary data obtained from industry reports, academic publications, and reputable news sources. The study’s findings indicate that Meesho’s platform significantly lowers entry barriers and contributes to inclusive economic growth, particularly among underrepresented groups. However, the analysis also identifies emerging challenges related to platform sustainability, market competition, quality control, and regulatory compliance. These challenges underscore the complexities inherent in scaling social commerce models in rapidly evolving digital environments. The insights derived from this research contribute to a nuanced understanding of the implications of social commerce in emerging markets and highlight the transformative potential and limitations of new digital business models. The paper’s conclusions have broader relevance for policymakers, digital entrepreneurs, and researchers examining the intersection of technology, entrepreneurship, and socio-economic development