Meesho’s Pivot: From Social Commerce to E-Commerce This case delves into Meesho's pivotal decision to transition from a social commerce to a Business-to-Everyone (B2E) model in the Indian e-commerce sector, In 2021, Meesho, a social commerce company, established in 2015 by Vidit Aatrey and Sanjeev Barnwal, faced a pivotal strategic decision. Initially designed to empower …
