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Five of India’s largest digital commerce companies — Eternal (parent of Zomato), Amazon India, Meesho, Swiggy and Zepto — have jointly launched an industry body called the Digital Commerce Coalition (DCC). Formally announced on June 1, 2026, the body aims to build a unified industry voice on policy, consumer trust and sustainable growth in India’s fast-expanding digital economy.
What Is the Digital Commerce Coalition and Who Founded It
The Digital Commerce Coalition is an industry-led platform focused on the digital commerce sector in India. Its founding members are Eternal, Amazon India, Meesho, Swiggy and Zepto — five companies that collectively reach hundreds of millions of consumers and sellers across the country.
Notably absent from the founding lineup is Flipkart, India’s largest homegrown e-commerce player, whose non-participation has drawn attention within the industry.
New Delhi-based public policy consulting firm Koan Advisory Group will serve as the secretariat for the DCC, managing its research, regulatory engagement and day-to-day operations.
Key Priorities of the Digital Commerce Coalition
The DCC’s agenda spans several areas where the founding members believe collective industry action can drive meaningful outcomes.
Its stated priorities include strengthening consumer trust and safety, supporting delivery partners, enabling entrepreneurs and small businesses to participate in digital supply chains, improving supply chain resilience, and driving responsible innovation.
The coalition also intends to focus on sustainable growth — including green logistics, responsible packaging and long-term welfare standards for gig workers and delivery partners who power India’s on-demand economy.
Industry Leaders on Why the Coalition Matters Now
Jaskiran Bedi, Head of Public Policy at Eternal, said digital commerce is unlocking 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,” she said.
Rachit Ranjan, Chief Policy Officer at Zepto, described the sector as being 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,” he said.
Prachi Bhuchar, Head of Public Policy at Meesho, highlighted the platform’s potential to support underserved markets. “As ecommerce adoption deepens across Bharat, collaborative industry initiatives can help shape inclusive growth,” she said.
Why the DCC Launch Comes at a Critical Moment for India E-Commerce
The coalition’s formation comes as India’s digital commerce sector faces heightened regulatory scrutiny. Policymakers are actively reviewing frameworks around dark patterns, marketplace competition rules, consumer protection and social security for gig workers. Proposed reforms under the Digital India Act are expected to have significant implications for online platforms.
At the same time, the sector is witnessing rapid expansion. India’s e-commerce market is projected to nearly triple to $174–214 billion by FY30, from approximately $70 billion in FY25, according to an ICICI Securities report. E-commerce penetration in overall retail is expected to rise from 7 percent to 13 percent during the same period.
Growth is particularly strong in Tier-2 and Tier-3 cities, where rising smartphone penetration, affordable internet access and evolving consumer behaviour are bringing millions of new shoppers and sellers online.
For a deeper look at how India’s startup ecosystem is evolving, follow our coverage on KnowStartup.
What the Digital Commerce Coalition Means for MSMEs and Delivery Partners
Small businesses, kirana stores and regional brands are central to the DCC’s vision. The coalition plans to develop industry best practices around merchant onboarding, transaction transparency and data privacy — areas that directly affect how MSMEs access and benefit from digital marketplaces.
Delivery partners, who form the operational backbone of quick commerce and hyper-local logistics, are also a key focus. The DCC aims to work on standards around fair compensation, safety and working conditions for gig workers across its member platforms.
If the coalition succeeds in aligning its members around common standards and engaging effectively with regulators, it could play a significant role in shaping the policy architecture of one of the world’s fastest-growing digital economies.
