E-commerce firms launch Digital Commerce Coalition to jointly address industry challenges

Leading e-commerce and digital commerce companies have come together to launch the Digital Commerce Coalition (DCC), an industry-led platform aimed at addressing common challenges and advancing the sustainable growth of India's fast-expanding digital commerce ecosystem.

The coalition, formally announced on Tuesday, brings together founding members Eternal, Meesho, Amazon, Swiggy and Zepto.

"Digital commerce is making everyday consumption more convenient while also enabling new avenues of livelihood and entrepreneurship for millions. We believe the Coalition creates a strong case for collaboration across industry, and we look forward to contributing meaningfully to its shared vision," said Jaskiran Bedi, Head of Public Policy at Eternal.

Focus on ecosystem-wide challenges

The platform will focus on key industry priorities such as strengthening consumer trust, promoting responsible innovation, improving supply chains, supporting delivery partners and enabling broader participation of entrepreneurs and small businesses in the digital economy.

The launch comes at a time when India's digital commerce sector is witnessing rapid growth driven by increasing internet penetration, rising adoption in Tier-2 and Tier-3 cities, evolving business models and growing participation from businesses of all sizes.

The coalition said it aims to serve as a forum for stakeholder engagement, knowledge sharing and thought leadership to help ensure the sector's growth remains responsible and future-ready.

Policy engagement and research support

The coalition will be supported by New Delhi-based public policy consulting firm Koan Advisory Group, which will act as its secretariat and oversee research, stakeholder engagement and convening activities.

Industry executives said collaboration among major digital commerce players has become increasingly important as the sector matures and faces policy, consumer protection and market development challenges.

Prachi Bhuchar, Head of Public Policy at Meesho, said the company had witnessed how digital commerce can unlock entrepreneurship opportunities at scale, particularly among small businesses and underserved markets.

"At Meesho, we have seen firsthand how digital commerce can unlock entrepreneurship and economic opportunity at scale, particularly across small businesses and underserved markets. As ecommerce adoption deepens across Bharat, collaborative industry initiatives can help shape inclusive growth," Bhuchar said.

Sector at an inflection point

According to Rachit Ranjan, Chief Policy Officer at Zepto, the sector has reached an inflection point where collective action is needed to address issues related to market access, supply chain resilience and consumer confidence.

"India's digital commerce sector is at an inflection point. The choices the industry makes now will shape how MSMEs access markets, how supply chains become more resilient, and how consumer trust is protected. The Digital Commerce Coalition is important because no single company can solve for these key priorities alone," Ranjan said.