The Internet and Mobile Association of India has formed the E-Commerce Council of India to unify the $120 billion digital commerce sector. The initiative aims to standardize industry practices, build consumer trust, and support job creation, with a target of transitioning 80% of Indian retail to digital platforms.
The Internet and Mobile Association of India (IAMAI) has launched the E-Commerce Council of India (ECCI), a specialized body aimed at organizing and accelerating the growth of the nation's digital commerce landscape. With the digital commerce sector currently estimated at $120 billion, this council intends to provide a centralized platform for industry players to coordinate on policy engagement, digital payment reliability, and logistical efficiency.
Targeting 80% Retail Digitization
Dr. Subho Ray, President of the IAMAI, emphasized that the council's long-term vision is to bring 80% of India's retail market onto digital platforms. The organization aims to achieve this by fostering industry-wide collaboration similar to the successful digitization of the Indian advertising sector. By creating a unified voice, the ECCI hopes to simplify challenges related to cross-border trade, the adoption of artificial intelligence in retail, and providing market access to Micro, Small, and Medium Enterprises (MSMEs).
Employment and Export Goals
A significant focus of the new council is the expansion of India’s digital services exports and domestic employment. IAMAI plans to develop a roadmap to generate 5 million new jobs within the digital commerce value chain, including logistics, marketing, finance, and specialized retail operations. Furthermore, the council is prioritizing the collection of accurate data regarding current digital service exports. By better quantifying this segment, the industry expects to create targeted strategies to increase trade volumes and improve India's overall trade balance.
Emphasis on Voluntary Standards
Instead of seeking immediate government regulation, the ECCI is focusing on establishing voluntary standards for responsible business conduct. The council believes that building consumer trust is essential for the long-term viability of digital retail. By promoting transparency and fair practices, the organization aims to reduce the need for rigid government oversight. Members are expected to adhere to these self-regulated standards, which the council views as a necessity for competing in an increasingly digital-first economy. The council’s scope includes travel technology, digital payments, logistics, and emerging tech, all intended to support a sustainable growth trajectory for India's digital retail infrastructure. Investors and industry participants will likely watch for the council's progress on its two-year timeline for job creation targets and its success in establishing standardized practices across diverse e-commerce players.