The Internet and Mobile Association of India (IAMAI) on Friday launched the E-Commerce Council of India (ECCI), a first-of-its-kind national platform dedicated to unify India’s $120 billion digital commerce ecosystem.

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 that shape the future of digital commerce in India, said Subho Ray, President, IAMAI.

“Digital commerce has become one of the defining pillars of India’s digital economy. 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,’’ he said adding, digital commence was also transforming how businesses operate, how consumers access products and services, and how Indian enterprises participate in domestic and global markets.

.Delivering a keynote address at the launch, Laveesh Bhandari, an economist said, “the next phase of growth for India’s e-commerce sector will depend not just on innovation, but also on collaboration.’’

Common voice

IAMAI suggested that the industry must come together and speak in a common voice on key policy issues and such a move would enable more informed policymaking, greater regulatory certainty, and a conducive business environment that supports sustainable growth while delivering greater value to consumers, sellers and the broader economy.

The ECCI aims to bring together policymakers, e-commerce marketplaces, brands, retailers, logistics providers, technology companies, payment solution providers, startups, exporters, micro, small and medium enterprises (MSMEs), industry experts, and academic institutions to strengthen India’s digital commerce ecosystem through policy advocacy, research and ecosystem collaboration.

The ECCI initiative is expected to bring together leading digital commerce companies like Amazon, Flipkart, Swiggy, Eternal, Indiamart, MakeMyTrip, Ixigo, Uber, Rapido, Shiprocket, Transport Corporation of India Limited (TCIL), eBay, Meesho, and Tata 1Mg.

India’s digital commerce economy has evolved far beyond online retail and has become a key driver of economic growth. Today, it encompasses marketplaces, service platforms, mobility, travel technology, logistics, supply chains, digital payments, direct-to-consumer (D2C) brands, exporters, cross-border commerce and AI-powered commerce, an IAMAI communique said.

As digital commerce continues to evolve, there is an increasing need for structured dialogue, evidence-based policymaking and collaborative initiatives that enable innovation while fostering consumer trust and ease of doing business, it added,

Indian quick commerce firms Swiggy and ‍IPO-bound Zepto have changed the branding of their quick commerce operations to stop promoting it as ‌a “10-minute” service following a government order, according to the companies’ apps on Wednesday (January 14, 2026).

Reuters reported on Tuesday (January 13) that the government ordered Eternal’s Blinkit, Zepto and Swiggy to stop promoting their grocery deliveries as a “10-minute” service.

Fears of rash driving by riders and low pay for not completing orders within 10 minutes have dogged the so-called “quick commerce” sector ⁠that is currently worth about $11.5 billion, data from Datum Intelligence shows.

“The removal of the 10-minute delivery catchline is largely optics-driven rather than business-altering,” said ⁠Karan Taurani, executive Vice President at Elara Capital.

“The proposition of quick commerce continues to be anchored in speed, convenience, and proximity-led fulfilment, which remains structurally ‌superior to horizontal e-commerce timelines,” Mr. Taurani added.

Eternal later clarified on Tuesday (January 13) that there was no change in the business model for its quick commerce platform, Blinkit.

Zepto declined to comment and Swiggy did not immediately respond to a Reuters’ ‍request for comment.

The Labour Ministry raised the issue during a closed-door meeting on Saturday (January 10) with representatives from the three companies, asking them to stop promoting the business as a 10-minute service, the sources told Reuters.

Quick-commerce firms in India are locked in an intense battle for market share, pouring in billions ⁠to open more stores as India’s growing urban consumer base increasingly opts for 10-minute deliveries for everything from groceries to electronics.

Swiggy’s shares pared losses ⁠after falling as much as 2.6% earlier in the session and were last down 1.23%, while Eternal climbed about 1%.