Digital technology’s expansion has drastically altered consumer markets globally. E-commerce and
Direct-to-Consumer (D2C) are now major disruptors in how goods are made, sold, marketed, and engaged with consumers. In India, rapid growth in digital infrastructure, government initiatives like Digital India, greater numbers of smartphones and fintech advancements have all sped up the change to digital commerce. All of the new opportunities created by D2C and e-commerce occur at the same time as new risks related to an increase in the amount of data collected, market concentration, algorithmic bias, consumer protection, and other regulatory issues. The paper will demonstrate how e-commerce is structurally transforming consumer markets and present recommendations for a governance framework to promote inclusive, competitive, and sustainable digital commerce.