Amazon, Meesho, Swiggy, Zepto, and Meituan's Backed Eternal Join Forces to Launch Digital Commerce Coalition

Digital Commerce Coalition Launched in India

A new industry body, the Digital Commerce Coalition, has been formed by e-commerce platforms Amazon, Eternal (Zomato), Meesho, Swiggy, and Zepto to focus on the digital commerce sector in India. According to a report by Entrackr, Flipkart does not appear on the list of coalition partners.

The Digital Commerce Coalition aims to serve as a platform for discussions, research, and participation by stakeholders on sector-specific priorities. A joint statement issued on June 1 stated that the body's objectives include addressing issues such as customer experience and trust, delivery partners, entrepreneurship, economic participation, small businesses, supply chain, sustainable growth, and responsible innovation.

The decision to form the coalition comes amid the growth of India's digital commerce sector in Tier II towns, new entrants, evolving business models, growing smartphone and internet usage. The report noted that the coalition will be overseen by Koan Advisory Group, a public policy consulting firm, which will also handle its research and engagement activities.

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The Digital Commerce Coalition is part of a growing trend of industry bodies advocating for issues impacting tech and internet companies in India. Other notable industry bodies include the Alliance of Digital India Foundation (ADIF), the Internet and Mobile Association of India (IAMAI), and the Startup Policy Forum (SPF).

The launch of the Digital Commerce Coalition has also raised concerns about the need for India's existing legal frameworks to be aligned with the rapidly growing platform economy. Virjesh Upadhyay, Chairperson of the Dattopant Thengadi National Board for Workers Education and Development, has expressed his concerns about the welfare and social security of gig and delivery workers.

Upadhyay believes that India needs to undertake urgent structural redesign to guarantee proper welfare and social security for gig and delivery workers. He also emphasized the need for continued dialogue to customize solutions for worker-centric outcomes. Upadhyay suggested that delivery partners working with aggregators such as Uber, Swiggy, Zomato, and others should be treated at par with other workers in terms of welfare and rights.

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In terms of minimum wages, Upadhyay noted that a uniform national benchmark may not be practical due to differences across industries, states, and localities. However, he emphasized that earnings must still meet basic living needs and that there is a need to address the gap in compensating workers.