| Abstract | 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.
This paper will provide analysis of e-commerce platforms' and D2C businesses' opportunities and risks
in the Indian context, using a conceptual and policy-analysis method that relies on secondary data. 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.
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