Meesho, the e-commerce platform backed by Softbank, has announced that it has delisted nearly 2 lakh products from its website in the last quarter of 2023 after conducting a quality evaluation based on customer reviews, ratings and feedback. The company has also invested in artificial intelligence to fortify quality checks and reduce the visibility of low-rated products by 20 per cent within six months.
Quality Evaluation
Meesho said that it conducted a quality evaluation through a comprehensive analysis of customer reviews, ratings and feedback as well as through any reported issues or returns related to the product’s condition, functionality, or overall satisfaction. The company said that products consistently rated below 3 (out of 5) are removed from the feed. In the past six months, there has been a 15 per cent decrease in the visibility for lower-rated products. The company’s goal is to further reduce it by 20 per cent within the next six months, ensuring ongoing enhancement in product quality and customer satisfaction.
Counterfeit and Restricted Products
Meesho also said that it has delisted nearly 42 lakh counterfeit and infringing product listings and 10 lakh restricted products in the past six months under its Project Suraksha initiative. The total deactivated products account for less than 5 per cent of the total products listed on Meesho’s platform. The company has also created a ‘Suraksha List’ comprising around 1,800 brands which have been identified as high-risk for infringement and counterfeiting. Meesho has also detected and blocked over 12,000 bad actor accounts from accessing the platform.
Technology and Brand Partnerships
Meesho said that it leveraged advanced techniques in computer vision and natural language understanding to continuously fortify quality checks and effectively identify counterfeit products and bad actor sellers. The company also has a dedicated quality and compliance team that proactively cross verifies automated signals and enables it to combat fraudulent practices which builds trust with its users. Meesho has also formed strategic brand partnerships with over 100 brands across categories such as fashion, beauty, home and kitchen, electronics, etc. to offer authentic and high-quality products to its customers.
Meesho is an online marketplace that connects small sellers with customers through social media platforms such as WhatsApp, Facebook and Instagram. The company claims to have over 13 million entrepreneurs on its platform, mostly women from Tier II and III cities, who sell unbranded products across categories such as apparel, accessories, home decor, etc.