Engagement & Retention project | Meesho

Meesho is a social commerce platform that enables individuals especially from Tier II and III cities to start their own online reselling businesses with zero investment, using just a smartphone.

It acts as a B2B2C marketplace, connecting:

• Suppliers who list wholesale products (fashion, home, beauty, etc.)
• With resellers, who pick these products and promote them via social media platforms (WhatsApp, Facebook, Instagram).
• To end-buyers, who purchase based on personal recommendations and shared content.

Customer Value Proposition (CVP) Meesho-

“Start your own online business with zero investment and reach millions all from your smartphone.”

Meesho delivers value by:

• Empowering individuals (especially women in Tier II/III cities) to become entrepreneurs.
• Offering a ready-made catalog of low-cost, trending products.
• 
• Handling logistics, payments, and returns, so users focus only on selling.
• 
• Enabling social selling, leveraging existing trust networks on WhatsApp, Instagram, and Facebook.
• Zero capital requirement, removing the biggest barrier to business entry.

USER TYPE 1 (Reseller - Primary User)

Rani, 32, homemaker from Kanpur, looking for income without a job.

CVP for Resellers:

Start your own business from home with zero investment. We give you products, tools, and support you earn margins.

What They Value Most:

• Financial independence
• Low/no risk business model
• Flexibility (work at their own pace, from home)
• Simple mobile experience
• Cash rewards, bonuses, social recognition

User Experience:

• Browse curated catalogs in their chosen category (e.g. sarees, kitchen items)
• Share products on WhatsApp groups with friends and family using one-click sharing
• Set their own profit margin for each product
• Track orders, deliveries, and earnings inside the app
• Get notified about trending products, stock-outs, or margin boosts
• Participate in “Seller of the Month” programs and WhatsApp reseller communities

Natural Frequency of Use:

• Power reseller: Daily
• Casual reseller: 2–3 times/week

They check catalogs, share deals, follow up with buyers, place orders, and monitor earnings consistently.

Engagement Framework for Resellers:

USER TYPE 2 : (End Buyer)

Pooja, 28, teacher from Bhopal, buys via WhatsApp from her friend who’s a reseller.

CVP for Buyers:

“Buy trendy, affordable products from someone you know and trust—with COD and easy returns.”

What They Value Most:

• Trust (they’re buying from a friend or local contact)
• Budget-friendly fashion and home goods
• Cash on delivery (COD)
• Simple return process
• Personalized product suggestions

User Experience:

• Receives product photos/prices on WhatsApp or Instagram DM
• Asks reseller for recommendations and places orders directly
• Gets delivery at home with COD
• In case of issues, contacts the reseller (not Meesho directly)

Natural Frequency of Use:

• Typical Buyer: 2–4 times/month
  (depends on season, need-based—like festivals, home decor, gifts)

Engagement Framework for Buyers:

User Type 3: Supplier/Vendor

Rajesh, 40, manufacturer of cotton Kurtis in Surat.

CVP for Suppliers:

“List your products and reach 100,000+ resellers across India without spending on ads or delivery.”

What They Value Most:

• Easy access to a nationwide sales force
• Fast inventory turnover
• Reliable logistics and returns
• Low platform commission
• Seller dashboard and payment visibility\

User Experience:

• Upload product catalog with SKUs and prices via Meesho Supplier Hub
• Track product performance (views, shares, orders)
• Receive order alerts, pack items, and hand over to Meesho logistics
• Set margins and adjust pricing dynamically

Natural Frequency of Use:

• Active Supplier: Daily login
  (for order fulfillment, inventory checks, catalog updates)

Engagement Framework for Suppliers:

Who is an Active Reseller?

An active reseller is someone who:

• Logs into the Meesho app at least 3 times a week
• Shares products to social channels (WhatsApp, Instagram, Facebook)
• Places ≥ 2 orders/month
• Tracks earnings and engages with catalog updates
• Responds to Meesho’s nudges (new arrivals, discounts, back-in-stock alerts)\

Who is an Active Buyer?

An active buyer is someone who:

• Makes ≥ 1 purchase/month
• Buys from the same reseller repeatedly
• Frequently responds to shared products on WhatsApp
• Seeks updates on new arrivals, discounts, and festive offers

Who is an Active Supplier?

An active supplier is someone who:

• Logs in daily or several times a week
• Uploads or updates catalogs regularly
• Gets ≥ 50 orders/month
• Monitors analytics and adjusts pricing
• Responds promptly to logistics & stock requirements

Meesho’s product hook is:

“Start your own online business with ₹0 investment.”

This hook is powerful because it taps into:
✅ Aspirations – of financial independence, especially among Tier II/III users, women, and homemakers
✅ Barriers removed – no capital needed, no logistics, no product sourcing hassle
✅ Familiar channels – users can resell via WhatsApp, Facebook, and Instagram
✅ Instant gratification – users can start today and earn with every order

Creative Ads -

“Saas-Bahu Start-up” — Mini Web Series (comedy)

Concept:
A daily soap parody where the Saas and Bahu are rivals… in business.
They fight not over jewelry, but over who’s selling more on Meesho.
Episode titles like:

• “Return ka Return – Bahu ne refund kaise handle kiya?”
• “Saas ne Seller Badge ka sach chhupaaya!”

Hook Line:
"Ghar ki politics ab business ban gayi. Meesho pe."

Emotion: Humor, relatability, woman empowerment
Platform: YouTube Mini-Series, Instagram Reels

“Start-Up Selfie Challenge” — User-Generated Viral Campaign

Concept:
Encourage users to share a selfie with their first Meesho product sold or first profit screenshot.

Hashtag: #ZeroSeHero
Reward: Weekly “₹0 to ₹10K” club shoutouts, badges, regional star awards

Hook Line:
“Start-up ke liye funding chahiye hoti hai. Ya Meesho.”

Emotion: User pride, FOMO
Platform: Instagram Reels, Meesho app banner, local influencers

Meme Concept: “I’m Out... of Excuses”

🎬 Visual:

Shark 1: “Kitna funding chahiye?”
Contestant: “Kuch nahi, Meesho se ₹0 investment mein business start kiya.”
Shark 2 (Anupam spoof): “I’m out… of excuses.”
Shark 3 (Namita spoof): “This is the most profitable startup I’ve seen.”

🪝 Caption:

"You don't need Sharks to start a business. Just download Meesho."

ICPs Driving Best Retention

Top Performing Acquisition Channels

Features/Sub-Products That Drive Retention

Top Reasons Users Churn on Meesho

Top Factors by Recurrence in User Feedback:

Core reasons for churn -

The foremost driver of churn is failures in the return/refund process often exacerbated by product quality issues and unresponsive customer support.

This leads to loss of trust and active disengagement especially among resellers, whose earnings and reputation suffer directly.

Why?

• Resellers sign up lured by ₹0 investment and “earn from home” promise.
• If their customers complain, return products, or stop trusting the quality → the reseller loses face + income.
• With no incentive to continue, they churn rapidly—especially in the first 30 days.

Negative User Actions & Signals to Monitor (Churn Predictors)

1. Most Frequent Issues Cited by Users:
2. Poor product quality or inaccurate listings

   “Received a completely different product of very cheap quality… I can’t return the order from my account” Reddit+15Kanoon360+15customerindex.co.uk+15Complaints Board+7Consumer Complaints Court+7SiteJabber+7
   “Fake-looking or used items delivered” customerindex.co.uk

3. Refund & return process failures

   “I waited for 3–4 weeks for a refund… they gave a transaction ID but the bank said it didn’t exist” Trustpilot+1Reddit+1Reddit
   “Return window closed on its own, customer care unhelpful” Reddit+4Complaints Board+4Reddit+4

4. Unresponsive or poor customer support

   “Support queues long, replies generic, calls disconnected” Reddit+10Chrome Stats+10Consumer Complaints Court+10
   “Customer care ignored tickets, staff had no clue” RedditConsumer Complaints India

5. Delivery failures & mis-status updates

   “Marked delivered but never received; had to chase for days” Chrome Stats+4Reddit+4ie.trustpilot.com+4
   “Orders automatically canceled, payment deducted, no follow-up”

Show Off to Shop” Campaign (UGC-led social currency for discounts)

Segmentation: Budget-conscious shoppers who have shared product reviews in the past
Pitch: “Upload a pic wearing your fav Meesho fit = Unlock ₹75 for your next buy”
Offer: ₹75 wallet credit for users uploading a picture or reel using a past Meesho product
Frequency & Timing: Rolling campaign, tied to weekends with push on Saturday 5 PM
Success Metrics to Target:

• User-generated content growth
• Reactivation rate from previously disengaged users
• Community virality (social shares, reel engagement)

Why It Works: Taps into India’s love for showing off new buys, builds community, and creates authentic low-cost marketing content for Meesho.

“Design Your Deal” Campaign (Reverse gamification & user-powered discounts)

Segmentation: Dormant users who dropped off after browsing without adding to cart
Pitch: “Make us an offer! Pick your product — decide your own discount 🎯”
Offer: A slider tool lets user pick their preferred discount (5–25%) — they win it if demand is low, or get counter-offers if demand is high (mimics auctions)
Frequency & Timing: 1 email + app push when user hasn't visited in 45+ days
Success Metrics to Target:

• Click-through on offer configurator
• Conversion rate from price negotiation
• Customer sentiment: “fun” and “empowering” scores in feedback loop

Why It Works: Gives users control, triggers “loss aversion” psychology (if they don’t claim it, it’s gone), builds novelty