Meesho Mall says 89% of FY26 new-to-brand shoppers came from smaller cities
Meesho Mall said tier-2 and smaller cities drove nearly nine in 10 new-to-brand shoppers in FY26. Mamaearth and Plix each added more than 1 million first-time buyers on the platform, while Joy added 5.5 lakh.
The channel move
Meesho Mall reported that 89 per cent of its new-to-brand shoppers in FY26 came from smaller cities. Mamaearth and Plix each acquired more than 1 million first-time buyers, while Joy added 5.5 lakh new-to-brand shoppers in 2026.
Channel facts
- 89 per cent
- FY26
- more than 1 million
- 5.5 lakh
- 2026
What it means for online and offline
Prioritize Meesho Mall assortment, vernacular merchandising and tier-2/3 fulfillment for customer acquisition, as the platform says 89% of FY26 new-to-brand shoppers came from smaller cities.
Signals to track
- Repeat-purchase rates for Mamaearth, Plix, Joy, and comparable brands among first-time Meesho Mall buyers.
- Changes in average order value, pack-size mix, and premium SKU penetration outside metros.
- COD share, RTO/return rates, delivery SLA performance, and customer-support contacts in smaller-city cohorts.
- Brand advertising spend and exclusive-SKU launches on Meesho Mall.
- Competitive responses from Amazon, Flipkart, Nykaa, quick-commerce platforms, and regional sellers targeting non-metro brand discovery.
The counter-case
The 89% figure may reflect Meesho Mall’s existing user mix rather than a broad shift in consumer behavior. A high share of smaller-city new-to-brand shoppers does not establish durable demand, profitable acquisition, repeat purchase, or brand loyalty; it may instead be driven by discounting, low-ticket trial purchases, COD-led transactions, and marketplace promotions.