India’s digital commerce industry has gained a new collective voice with the formation of the Digital Commerce Coalition (DCC), an industry body established by Amazon India, Eternal (formerly Zomato), Meesho, Swiggy and Zepto.
The coalition arrives at a time when digital commerce is expanding rapidly beyond metropolitan markets, driven by rising smartphone adoption, affordable internet access, digital payments, and the growing participation of consumers and businesses from Tier-II and Tier-III cities. As the sector grows in scale and complexity, companies are increasingly confronting common challenges around regulation, logistics, consumer trust, sustainability, and workforce welfare.
What is the Digital Commerce Coalition?
The Digital Commerce Coalition is a platform designed to bring together stakeholders across India’s digital commerce ecosystem. It aims to facilitate industry discussions, research, and engagement on issues affecting online commerce, including e-commerce marketplaces, food delivery, quick commerce, logistics, and digital entrepreneurship.
The coalition’s secretariat will be managed by Koan Advisory Group, which will oversee research, stakeholder engagement, and policy-related activities.
Notably, Flipkart is not among the founding members.
Why has the coalition been formed?
The launch reflects the growing economic significance of digital commerce in India. Online platforms are no longer limited to retail transactions; they increasingly support entrepreneurship, employment generation, logistics networks, and consumer access to goods and services.
At the same time, the sector is navigating a rapidly evolving policy environment. Issues such as consumer protection, platform accountability, competition, data governance, sustainability, and gig-worker welfare are becoming more prominent. The coalition provides a structured forum through which companies can collectively engage on these challenges.
Key focus areas
The DCC has identified several priorities for collaboration and research.
Consumer trust and customer experience
Building consumer confidence remains critical as online commerce expands into new markets and user segments. The coalition intends to focus on initiatives that strengthen trust, improve service quality, and enhance customer experiences.
MSMEs and entrepreneurship
Digital platforms have become an important growth channel for small businesses and individual entrepreneurs. The coalition aims to explore ways to expand market access, improve participation, and support business growth, particularly for smaller enterprises.
Delivery partners and the platform workforce
The coalition has identified delivery partners as a key stakeholder group. As platform-based work becomes a larger part of India’s economy, discussions around worker welfare, social security, grievance redressal mechanisms, and income stability are expected to gain greater attention.
Supply-chain efficiency
Reliable logistics networks underpin the success of digital commerce. The coalition is expected to examine ways to strengthen supply chains, improve operational efficiency, and enhance resilience across the ecosystem.
Responsible innovation and sustainability
Environmental sustainability and responsible growth are also part of the coalition’s agenda, reflecting increasing scrutiny of delivery networks, packaging practices, and resource use within the sector.
How does it fit into India’s policy landscape?
The DCC joins a growing ecosystem of industry bodies representing technology and internet businesses, including the Internet and Mobile Association of India (IAMAI), the Alliance of Digital India Foundation (ADIF), and the Startup Policy Forum (SPF).
Its distinguishing feature is its exclusive focus on digital commerce. While existing organisations address broader technology and startup issues, the DCC is expected to concentrate on challenges specific to online marketplaces, food delivery, quick commerce, logistics, and platform-based services.
The labour challenge
One of the most significant issues facing the sector is the status and welfare of gig and platform workers. Policymakers, labour experts, and industry participants have increasingly debated whether existing labour laws adequately address the realities of platform-based work.
Concerns include social security coverage, worker protections, benefits, and grievance-resolution mechanisms. As digital commerce continues to expand, these issues are likely to become a central part of industry and regulatory discussions.
Why the coalition matters
The creation of the Digital Commerce Coalition signals the growing maturity of India’s digital commerce sector. Companies that once operated largely within their individual business categories are now recognising shared interests across policy, infrastructure, consumer protection, workforce development, and sustainability.
The coalition’s long-term influence will depend on its ability to build consensus among industry participants and contribute constructively to policy discussions. Its formation, however, highlights a broader shift: digital commerce has evolved into a critical pillar of India’s economy, connecting consumers, businesses, logistics networks, and millions of workers through an increasingly integrated digital ecosystem.
