Meesho Reseller Program

Problem: Meesho resellers see a stagnant profit margin in their recent efforts, and cannot resell much. This will likely lead them to engage less with the platform which may lead to a loss in Meesho’s upcoming revenue quarter.

Objective: To create a strategy to increase the average number of orders each reseller makes per month by 10 times.

The North Star: Boost “Orders Per Reseller Per Month” by 10x

Who is the Meesho Reseller Program for? 

• Tier-2/3 married women who want to support their family and contribute to making money for the family

• Belong to the middle-class earning category

• Not very educated but ambitious to make a dent in their family's lives more than just being a homemaker

The Resellers Have Been Facing a Few Roadblocks:

• Their potential customers forget where the product images were shared, and what products were shared on chat. Often, the mistake of deleting chats leads to deleting the product catalog

• Going back to chat history to see the product images shared is an added hassle to the process and the consumers end up procrastinating

• Resellers’ contacts are doubtful about the quality of products

• The contacts forget about ordering or order products themselves

• Resellers at times don’t understand customers’ taste preferences

• Resellers only have a limited number of contacts

Delving Deep into How Far A Reseller Can Go Just with Their Contacts: 

Rani was born and brought up in Palampur, Himachal Pradesh. She got married in 2017 to a Local Shop Owner, Ram. Since Covid and high inflation, they make an average of 20,000 INR per month. She has two little kids. They’re ambitious and want the best for their kids so they have admitted them to an English Medium School. 

After Paying Rent, School Fees and Monthly Grocery and a few investments, they save about 4000 INR per month. So, to support her family, she has joined the Meesho Reseller Program. 

Her Target Group: Friends, Relatives and Neighbours. Most of them lie in the same earning bracket and are not that well versed with technology. 

Now the problem is, how often will they shop clothes and accessories? 

A few solutions that Rani can think of is:

• to broaden her target group and attract more consumers

• to target her consumers with relevant items

How Will Meesho Contribute to Increasing Orders 10x Per Reseller Per Month? 

Solution 1: 

• Meesho to train and onboard Resellers to Advertising (WhatsApp and Facebook Marketplace) every two months. 

• Meesho to also conduct biweekly webinars on social media marketing so the resellers can freely post on Facebook and add CTAs that help their audience to land on the resellers’ WhatsApp. 

Solution 2:

• Meesho to create an intuitive form or have AI assistant in place with simple questions to understand each reseller’s target audience. After understanding the audiences Meesho to send resellers personalized recommendations of items their customers are likely to purchase.

Solution 3: 

• Meesho to create a feature where the resellers while putting a profit margin on a product can see the average price of that product in other platforms to help them decide what margin to give while having a competitive price of the product. 

• Example: “This product in Myntra/Nykaa Fashion/Amazon/Tata Cliq - costs INR 1000. You can get a profit margin of X%”.

• Meesho can also put a cap on the profit margins to keep the prices competitive and are likely to sell more.

Solution 4: 

• Meesho to promote the use of WhatsApp Business so the resellers can directly add items to the WhatsApp Business Catalog and forget the old ways of sharing items as images on chat only to forget/delete them later.

• Meesho to have the functionality wherein the items can be directly added to the WhatsApp business account’s catalog for a hassle free experience. The catalog can be then shared on different social media platforms to increase reach.

Solution 5:

• Meesho to take advantage of festivals to increase the frequency of users’ purchases by giving them deals, and discounts.

• Example: Dussehra Sale: 70% Clearance Sale: Where Offline Players Increase Prices of Items, Resellers Sell Products in Half Their Price.