Why in news?
The Internet and Mobile Association of India launched a new e-commerce council. It is called the E-Commerce Council of India. The platform brings together companies from several parts of digital commerce. It will support industry cooperation, research and policy discussions.
Background
Electronic commerce covers digital buying and selling; in India, it now reaches far beyond retail websites.
It includes travel, delivery, mobility, logistics and payments; small sellers also reach distant customers through these services.
This expansion created common questions about consumer trust, logistics, taxation, data and fair competition.
Different businesses often faced these questions separately; the new council offers them a shared forum.
What is the E-Commerce Council of India?
The E-Commerce Council of India is shortened to ECCI.
It is a nationwide, industry-led platform under the Internet and Mobile Association of India.
The association is shortened to IAMAI; IAMAI launched the council on 17 July 2026.
The council represents businesses across the wider digital commerce system.
Its coverage includes products, services, travel, mobility, logistics, payments and online market access.
Institutional status: ECCI is an industry forum; it is not a ministry, regulator or statutory authority.
Therefore, it cannot issue binding regulations or impose legal penalties.
It can study problems, suggest standards and present industry views to governments.
What is IAMAI?
IAMAI is a not-for-profit industry association for India’s digital services sector.
It was established in 2004 and registered under the Societies Registration Act, 1860.
Its members include digital platforms, financial technology firms, advertisers and other internet businesses.
The association conducts research, develops voluntary practices and engages with policymakers.
Its role is representative; it does not replace public regulators or courts.
How did the need for the council develop?
- India’s internet economy expanded after cheaper smartphones and data became widely available.
- Digital payments eased remote transactions, while large marketplaces connected sellers with customers across several states.
- Specialised platforms then grew in travel, food, medicine, mobility and business trade.
- Logistics networks became essential, while new opportunities also created regulatory and consumer-protection concerns.
- IAMAI created ECCI in 2026 to provide a coordinated industry platform.
IAMAI described ECCI as a first-of-its-kind platform for India’s complete e-commerce ecosystem.
This description is the launching association’s claim; it should be attributed to IAMAI.
Who joined the new platform?
Reports placed the initial membership at roughly 70 to 80 companies.
Members came from retail, delivery, travel, mobility, healthcare and business commerce.
Named participants included Amazon, Flipkart, Meesho, eBay, IndiaMART and Tata 1mg.
Swiggy, Eternal, Zepto, Uber, Rapido, MakeMyTrip and Ixigo also joined.
Shiprocket and the Transport Corporation of India represented important logistics interests.
These examples show that the council is broader than an online retail grouping.
What will the council do?
- Policy dialogue: It will present evidence and industry views during public consultations.
- Research: It plans studies on markets, consumer behaviour and new technologies.
- Best practices: Members can develop voluntary approaches for common operational problems.
- Consumer trust: Work can cover transparency, grievance handling and safe transactions.
- Small-business access: The council can identify barriers facing smaller sellers.
- Technology: Members can discuss responsible uses of artificial intelligence and digital tools.
- Annual summit: IAMAI plans an Indian E-Commerce Summit through the council.
Micro, Small and Medium Enterprises are often shortened to MSMEs.
Digital marketplaces can give such businesses wider reach without many physical stores.
However, sellers may still face high compliance costs, returns and limited bargaining power.
A useful council should therefore include smaller firms, not only large platforms.
How large is India’s digital commerce market?
IAMAI used an industry estimate of about 14 billion dollars for 2014.
The same estimate placed the market above 120 billion dollars in 2024.
These figures describe different years; the second number is not a 2026 estimate.
The comparison shows rapid decade-long expansion; market estimates differ because organisations count sectors and transactions differently.
Prelims caution: Always attach 14 billion dollars to 2014 and 120 billion dollars to 2024.
Is ECCI the same as the Open Network for Digital Commerce?
Their purposes and institutional forms differ; the Open Network for Digital Commerce is shortened to ONDC.
ONDC provides open technical protocols for buyers, sellers and service providers to transact.
It was institutionalised as a Section 8 company under the Companies Act, 2013.
The Department for Promotion of Industry and Internal Trade supported its creation.
ECCI is instead a membership forum for discussion, research and representation.
| Feature | ECCI | ONDC |
|---|---|---|
| Basic nature | Industry council under IAMAI | Open digital commerce network |
| Main role | Research, dialogue and voluntary practices | Enabling transactions across connected applications |
| Regulatory power | No statutory regulatory power | No general e-commerce regulatory power |
Why does ECCI matter?
- Digital commerce affects consumers, workers, sellers and delivery networks across India.
- A broad forum can identify problems affecting several sectors together.
- Better evidence can improve public policy, while transparent voluntary standards can support consumer trust.
- Small businesses may gain a stronger voice through coordinated representation.
Industry recommendations reflect business interests; government agencies must still protect competition, labour rights, privacy and consumers.
Conclusion
ECCI reflects India’s broadening digital commerce economy; its value will depend upon inclusive and evidence-based work.