Amazon, Eternal, Meesho, Swiggy and Zepto join hands to launch Digital Commerce Coalition

The newly formed industry body aims to represent the interests of India’s fast-growing digital commerce sector, focusing on issues ranging from consumer trust and entrepreneurship to supply chains, innovation and sustainable growth.

Several of India’s leading digital commerce companies, including Amazon, Eternal, Meesho, Swiggy and Zepto, have come together to establish a new industry body, the Digital Commerce Coalition (DCC), aimed at addressing policy priorities and supporting the continued growth of the country’s online commerce ecosystem.

The coalition is expected to function as a collaborative platform for industry stakeholders, enabling discussions, research and engagement on issues affecting the digital commerce sector. According to reports, Flipkart is not among the founding members of the new organisation.

The formation of the DCC comes at a time when India’s digital commerce landscape is witnessing rapid expansion, driven by growing internet penetration, rising smartphone adoption, evolving business models and increasing demand from consumers in Tier II and smaller cities.

Coalition to focus on growth, innovation and consumer trust

In a joint statement issued by the member companies, the coalition outlined several key focus areas, including enhancing customer experience, strengthening consumer trust, supporting delivery partners, promoting entrepreneurship, enabling economic participation and improving supply chain efficiency.

The body also intends to engage on issues related to sustainable growth and responsible innovation as digital commerce continues to become a significant contributor to India's economy.

Public policy consulting firm Koan Advisory Group has been appointed as the coalition’s secretariat and will oversee research initiatives, stakeholder engagement and policy-related activities.

Industry leaders associated with the coalition highlighted the role digital commerce has played in expanding economic opportunities. Representatives from member companies noted that online platforms have improved convenience for consumers while creating new avenues for entrepreneurship, particularly for small businesses and underserved markets. They also emphasised the importance of industry-wide collaboration in addressing challenges related to MSME participation, supply chains and consumer confidence.

Industry growth brings focus on gig worker welfare

The launch of the coalition comes amid broader discussions around the platform economy and the welfare of gig and delivery workers who support the sector’s growth.

Virjesh Upadhyay, Chairperson of the Dattopant Thengadi National Board for Workers Education and Development, recently observed that India's existing labour laws may not fully address the realities of platform-based employment. He called for reforms that would better accommodate gig workers and ensure adequate welfare and social security protections.

Upadhyay also stressed the need for continued dialogue among stakeholders to develop worker-centric solutions suited to India's evolving digital economy. He noted that delivery partners associated with platform companies should receive welfare considerations comparable to those available to workers in other sectors.

The creation of the Digital Commerce Coalition adds another voice to India's growing network of technology and internet industry associations, reflecting the increasing economic significance of digital commerce and its expanding influence on policy discussions.