E-Commerce Council of India Launched to Unify $120B Digital Ecosystem

The Internet and Mobile Association of India has established the E-Commerce Council of India (ECCI) to foster industry collaboration and drive the next phase of growth in the nation’s digital economy.

NEW DELHI — The Internet and Mobile Association of India (IAMAI) has officially launched the E-Commerce Council of India (ECCI), a first-of-its-kind national platform designed to unify the country’s expansive $120 billion digital commerce ecosystem. Announced on July 17, 2026, the council aims to bring together policymakers, industry leaders, and stakeholders to address the evolving challenges of a sector that now stretches far beyond traditional online retail.

The ECCI seeks to consolidate fragmented approaches within the industry, ensuring that businesses across various segments speak with a "common voice" on policy issues. By creating a collaborative environment, the council intends to foster regulatory certainty, promote voluntary standards, and boost consumer trust.

Strengthening the Digital Commerce Ecosystem

India’s digital commerce sector has evolved into a key driver of economic growth, encompassing diverse areas such as product and service marketplaces, mobility, travel technology, logistics, digital payments, direct-to-consumer (D2C) brands, cross-border trade, and AI-powered commerce.

"The next phase of growth will depend not just on innovation, but also on collaboration," noted economist Dr. Laveesh Bhandari during the launch event. He emphasized that for the sector to thrive, industry players must engage in structured dialogue with the government to build an ecosystem that is globally competitive, innovative, and trusted.

To facilitate this, the ECCI has established five initial committees focused on specific strategic areas:

• Service E-commerce

• Product E-commerce

• Warehousing and Logistics

• Mobility

• Travel Technology

A Roadmap for Growth and Employment

Beyond policy advocacy, the council has set ambitious long-term goals. IAMAI President Dr. Subho Ray highlighted the ECCI’s commitment to significant job creation, with a target to facilitate the pathway for creating 5 million jobs across the digital commerce ecosystem within the next two years. Additionally, the council aims to double business services and foreign trade participation, further integrating Indian enterprises into the global market.

The ECCI initiative has already onboarded 70 to 80 leading companies, including Amazon, Flipkart, Swiggy, Uber, Meesho, eBay, IndiaMART, Ixigo, Rapido, Shiprocket, and Tata 1Mg. These members will work together to develop best practices that promote "responsible commerce" and ensure that the industry grows sustainably while delivering value to consumers and sellers alike.

Future Outlook

As part of its long-term roadmap, the council plans to host an annual Indian E-Commerce Summit (IECS). This event will serve as a permanent forum for government representatives, industry executives, academia, and global experts to deliberate on the future of digital trade and technology. By focusing on voluntary standards and informed policymaking, the ECCI hopes to create a business environment that is both conducive to growth and protective of the digital consumer.

Quote Section

"Our idea was to get all the constituents under one roof because this industry is the future of retailing. If we don’t get all the constituents to speak the same language, follow the same standards and the same principles of running their businesses, this is not going to work," stated IAMAI President Dr. Subho Ray.

Why It Matters

For consumers and businesses, the formation of the ECCI represents a shift toward more structured and transparent digital commerce. By aligning industry practices with national policy goals, the council aims to reduce regulatory friction, enhance consumer protection, and accelerate the digital transformation of India's retail and service sectors.

Key Facts at a Glance

• Council Name: E-Commerce Council of India (ECCI)

• Market Scale: Unifies a digital commerce ecosystem estimated at over $120 billion.

• Initial Membership: 70–80 companies, including major players like Amazon, Flipkart, Swiggy, and Uber.

• Strategic Goals: Increase online retail share, create 5 million jobs, and double business services/foreign trade.

• Annual Event: Plans to host the Indian E-Commerce Summit (IECS).

FAQ

Q: What is the primary purpose of the ECCI? A: To provide a unified platform for industry players to collaborate with policymakers, generate research, and develop voluntary standards to strengthen India's digital commerce ecosystem.

Q: Who can join the ECCI? A: The council brings together a wide range of stakeholders, including e-commerce marketplaces, logistics providers, D2C brands, fintech firms, and travel tech companies.

Q: Does the council intend to push for new government regulations? A: Rather than focusing solely on new regulations, the ECCI emphasizes voluntary standards, responsible business practices, and "co-regulation" to build consumer trust.

Source: The Hindu, MediaNews4U, Fortune India, Business Standard, Rediff Money