Eternal, Meesho, Amazon, Swiggy, Zepto Form Digital Commerce Coalition

Multiple ecommerce and quick commerce startups have come together to form the Digital Commerce Coalition, an industry-led body aimed at advancing the sustainable growth of the digital commerce ecosystem. The coalition’s founding members include Eternal, Meesho, Amazon, Swiggy and Zepto.

The industry body has been formed to advance the digital commerce ecosystem’s priorities, including consumer trust, responsible innovation, and equitable economic participation along with creating sustainability-focused outcomes across the digital economy.

As per the coalition’s statement, it will serve as a platform for stakeholder engagement, knowledge sharing and thought leadership, enabling responsible growth and future-ready development.

“India’s digital commerce sector is at an inflection point. The choices the industry makes now will shape how MSMEs access markets, how supply chains become more resilient, and how consumer trust is protected. The Digital Commerce Coalition is important because no single company can solve for these key priorities alone,” said Rachit Ranjan, Zepto’s chief policy officer.

The Coalition’s focus areas for collective industry action will include improving customer experiences, expanding opportunities for entrepreneurs and small businesses, strengthening supply chains, supporting delivery partners, and contributing to broader economic development.

New-Delhi based public policy consulting firm Koan Advisory Group will serve as the coalition’s secretariat.

“Digital commerce is making everyday consumption more convenient while also enabling new avenues of livelihood and entrepreneurship for millions. We believe the Coalition creates a strong case for collaboration across industry, and we look forward to contributing meaningfully to its shared vision,” said Dr Jaskaran Bedi, Eternal’s head of public policy.

Notably, Walmart-backed Flipkart, which is also one of the biggest digital commerce conglomerates in the country, is not part of the industry body. Platforms owned by Reliance don’t feature in the member roster either.

Nevertheless, the coalition has been formed at a time when the digital commerce ecosystem is projected to continue increasing its share in the country’s retail economy. The digital commerce market is expected to grow to $450 Bn over the next five years from $165 Bn currently, capturing 22% of overall retail gross merchandise value (GMV) on the way, according to Inc42 Datalabs’ ‘D2C 3.0: The Next Big Wave in Indian Ecommerce Report 2026’.

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