The Internet and Mobile Association of India (IAMAI) launched the E-Commerce Council of India (ECCI) in Bengaluru, creating the first dedicated national platform to unify the country’s $120 billion digital commerce ecosystem. The council, which has already onboarded 70 to 80 members, brings together leading e-commerce marketplaces, logistics providers, payment firms, and technology companies to present a single industry voice on policy matters. With India’s digital commerce sector growing at over 15% annually, the ECCI aims to shape regulations, boost MSME participation in global trade, and build consumer trust in online transactions.
What Is the E-Commerce Council of India?
The E-Commerce Council of India (ECCI) is a nationwide industry platform established under the aegis of IAMAI. It is a first-of-its-kind council that serves as a unified representative body for India’s digital commerce industry. The ECCI functions as a bridge between private digital platforms, logistics companies, payment providers, and government regulators, enabling structured dialogue on policy and regulatory issues.
The council brings together a broad cross-section of the digital commerce sector. Its founding members include major companies such as Amazon, Flipkart, Swiggy, Meesho, IndiaMART, MakeMyTrip, ixigo, Uber, Rapido, Shiprocket, eBay, Urban Company, and Tata 1Mg. This diverse membership spans product e-commerce, service platforms, mobility, travel technology, logistics, and direct-to-consumer brands.
Subho Ray, President of IAMAI, stated that the ECCI would serve as a collaborative platform for industry stakeholders to engage with policymakers, generate research, develop best practices, and contribute to policy discussions shaping the future of digital commerce in India.
Understanding IAMAI: The Parent Body
The Internet and Mobile Association of India (IAMAI) is a not-for-profit industry body registered under The Societies Registration Act, 1860. It was established in 2004 and is headquartered in Mumbai. IAMAI represents the interests of the online and mobile value-added services industry in India. It currently has over 540 members, including Indian and multinational corporations as well as startups.
The association’s mandate is to expand and enhance the online and mobile value-added services sectors. It works across four major areas: public policy and advocacy, business-to-business conferences, research, and promotion of startups. Over the years, IAMAI has been instrumental in shaping India’s digital economy by advocating for free and fair competition and progressive laws for the sector.
IAMAI has previously established sector-specific self-regulatory bodies, including the India EdTech Consortium (IEC) in January 2022, which brought together major edtech platforms to manage ethical guidelines for online education. The launch of the ECCI follows a similar model of creating dedicated councils for specific industry verticals under the IAMAI umbrella.
Why a Dedicated Council for Digital Commerce Now?
India’s digital commerce ecosystem has undergone a dramatic transformation over the past decade. The sector grew from approximately $14 billion in 2014 to more than $120 billion in 2024, a nearly nine-fold increase in ten years. The market is projected to reach $160 billion in 2026 and is expected to cross $330 billion by 2031, growing at a compound annual growth rate of over 15%.
However, this rapid growth has also brought complex regulatory challenges. Digital commerce today is not just about online retail. It encompasses service platforms, mobility apps, travel technology, logistics networks, digital payments, cross-border trade, quick-commerce, and AI-powered commerce. Each of these sub-sectors faces its own policy issues related to consumer protection, data privacy, foreign direct investment, taxation, and digital trade rules.
The need for a single, cohesive industry voice became urgent as multiple government ministries including the Ministry of Commerce, the Ministry of Electronics and IT, the Department for Promotion of Industry and Internal Trade, and the Competition Commission of India began formulating policies touching different aspects of digital commerce. Fragmented representations from individual companies were no longer effective in shaping coherent regulatory frameworks.
India’s Digital Commerce Ecosystem: Beyond Online Retail
Digital commerce in India has evolved far beyond the traditional model of buying and selling goods online. The ECCI’s mandate reflects this broader reality by covering multiple interconnected verticals:
| Vertical | Description | Examples |
|---|---|---|
| Product E-Commerce | Online sale of physical goods | Amazon, Flipkart, Meesho |
| Service E-Commerce | Platform-based service delivery | Urban Company, Swiggy |
| Travel Technology | Online travel bookings | MakeMyTrip, ixigo |
| Mobility | Ride-hailing and transport platforms | Uber, Rapido |
| Logistics and Supply Chain | Shipping and delivery networks | Shiprocket, TCIL |
| Cross-Border Trade | Export and import through digital channels | eBay |
| D2C Brands | Direct-to-consumer brand commerce | Tata 1Mg |
India’s e-commerce ecosystem is supported by a strong digital payments infrastructure, including UPI, which processed over ₹200 lakh crore in transactions in 2025. The sector is also a major driver of employment. According to industry estimates, the e-commerce and digital commerce ecosystem supports lakhs of direct and indirect jobs across warehousing, logistics, customer service, and technology.
The rapid adoption of quick-commerce services, where groceries and essentials are delivered within minutes, and the rise of social commerce platforms that leverage social media for sales, are further expanding the boundaries of digital commerce in India.
Key Focus Areas and Roadmap
The ECCI has identified several strategic pillars for its work:
| Strategic Pillar | Objective |
|---|---|
| Policy Advocacy | Serve as a structured interface with policymakers, offering research and industry data to shape regulations on digital payments, consumer protection, and online commerce |
| MSME Enablement | Develop frameworks to help micro, small, and medium enterprises transition to digital models and access national and global supply chains |
| Cross-Border Trade Expansion | Simplify cross-border e-commerce for Indian brands, exporters, and MSMEs to reach international markets |
| Technology Integration | Set guidelines for adopting AI-powered commerce, quick-commerce logistics, and digital payment infrastructure |
| Consumer Trust and Safety | Promote standards that build consumer confidence in online transactions |
As part of its long-term roadmap, the ECCI plans to organise an annual Indian E-Commerce Summit (IECS). This summit will bring together leaders from government, industry, academia, and the global digital commerce community to deliberate on the future of digital trade.
Speaking at the launch event, economist Laveesh Bhandari noted that the next phase of growth for India’s e-commerce sector will depend not just on innovation but also on collaboration. He emphasised that speaking in a common voice on key policy issues would enable more informed policymaking, greater regulatory certainty, and a business environment that supports sustainable growth.
Key Takeaways
- The E-Commerce Council of India (ECCI) was launched by IAMAI as a first-of-its-kind national platform to unify India’s $120 billion digital commerce ecosystem.
- The ECCI has onboarded 70 to 80 members, including Amazon, Flipkart, Swiggy, Meesho, IndiaMART, MakeMyTrip, Uber, and Rapido.
- IAMAI is a not-for-profit industry body established in 2004, headquartered in Mumbai, registered under The Societies Registration Act, 1860.
- India’s digital commerce sector grew from $14 billion in 2014 to over $120 billion in 2024, a nearly nine-fold increase in a decade.
- The ECCI plans to organise an annual Indian E-Commerce Summit (IECS) as part of its long-term roadmap.
