IAMAI Launches E-Commerce Council of India to Unify Digital Market

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 create a collaborative framework that bridges the gap between industry stakeholders and policymakers to address the evolving needs of India’s digital economy.

The ECCI serves as an umbrella organization, bringing together more than 70 leading companies across the digital commerce value chain, including Amazon, Flipkart, Swiggy, Zepto, Uber, Rapido, Meesho, Tata 1mg, and the Transport Corporation of India Limited (TCIL). By consolidating diverse segments—ranging from online retail and logistics to travel technology and digital payments—the council seeks to facilitate a "common voice" on critical regulatory and policy issues.

Addressing a Fragmented Ecosystem

As India’s digital commerce sector matures, it has expanded far beyond traditional online retail to encompass mobility, quick commerce, cross-border trade, and artificial intelligence. IAMAI President Subho Ray emphasized that the fragmented nature of these sub-sectors previously hindered cohesive industry engagement with the government.

"Digital commerce has become one of the defining pillars of India's digital economy," Ray said during the launch. "The next phase of growth will depend on sustained collaboration between industry and government to build an ecosystem that is innovative, trusted, and globally competitive."

The council has established five core committees—focusing on services, products, warehousing and logistics, mobility, and travel—to tackle sector-specific challenges and develop voluntary best practices. Rather than advocating for rigid new regulations, the ECCI intends to encourage standards that bolster consumer trust and operational efficiency, aiming to increase the share of online sellers in the total retail market to over 50%.

Strategic Focus and Long-Term Goals

The initiative is structured around several strategic pillars, including:

• Policy Advocacy: Serving as a dedicated forum for dialogue with regulators and government officials.

• MSME Enablement: Expanding digital market access for micro, small, and medium enterprises.

• Consumer Trust: Developing frameworks for data privacy, payment security, and responsible commerce.

• Workforce Development: A stated roadmap to help create five million jobs across the digital commerce value chain over the next two years.

Economist Laveesh Bhandari, who spoke at the launch, highlighted that future growth hinges on collaboration. "The industry must come together and speak in a common voice on key policy issues. Such a move will enable more informed policymaking, greater regulatory certainty, and a conducive business environment," Bhandari noted.

Why It Matters

For businesses and investors, the ECCI represents a shift toward structured, evidence-based policy engagement. By fostering a unified approach to challenges like logistics costs and digital payments, the council aims to stabilize the operating environment for both global incumbents and emerging startups. For consumers, the council’s focus on "responsible commerce" and enhanced trust mechanisms is expected to improve the safety and reliability of digital transactions, which currently account for only a small percentage of India’s total retail spending but hold significant untapped potential.

Key Facts at a Glance

• Ecosystem Value: The council governs a segment of India’s digital commerce market estimated at over $120 billion.

• Membership: Over 70 leading companies, including major players like Amazon, Flipkart, Uber, and Swiggy.

• Primary Objective: To increase the share of online sellers in India’s total retail market to over 50%.

• Future Initiatives: The ECCI plans to host an annual Indian E-Commerce Summit (IECS) to foster global and local dialogue.

FAQ

What is the E-Commerce Council of India (ECCI)? The ECCI is a national industry platform launched by IAMAI to unify stakeholders in India's digital commerce sector for better policy advocacy, research, and collaboration.

Which companies are part of the council? Initial members include Amazon, Flipkart, Swiggy, Zepto, Uber, Rapido, Meesho, Tata 1mg, eBay, Ixigo, and the Transport Corporation of India Limited (TCIL), among others.

What is the council’s goal regarding employment? The council has outlined a roadmap to facilitate the creation of five million jobs across the digital commerce ecosystem in the next two years.

Does the ECCI advocate for new regulations? The council focuses primarily on encouraging voluntary standards, responsible business practices, and structured dialogue with the government to promote innovation and ease of doing business.

Source: The Hindu, Business Standard, BestMediaInfo, Fortune India