Published Paper Details:

Many e-commerce sellers are small and medium-sized enterprises (SMEs) that depend on these platforms to expand their customer base and broaden their market reach. Highlighting the competitive advantage of e-commerce firms is advantageous for these small players as it enhances their income possibilities and boosts their competitiveness in the export market. Limiting discounts may hinder the government's endeavours to support local vendors and micro, small, and medium enterprises (MSMEs), impeding their digital accessibility and expansion. According to a survey by Deloitte India this year, it is a fallacy that e-commerce discounts are causing the decline of retail in India. In reality, only approximately 15 per cent of the population in India purchases items through digital markets. Instead of implementing stringent policies, advocating for equitable pricing structures and strict quality requirements would be beneficial. Furthermore, matters about competition should undergo a comprehensive discussion with market regulators such as the CCI to guarantee the implementation of fair and equitable regulations. One can also include international legislation on deep discounting, such as those in the EU and Australia. These rules apply to any need, not only e-commerce or digital markets. Promoting worker and supplier fairness in negotiations with large firms or internet platforms may benefit. When network effects are present, and it is difficult to disassemble large corporations, antitrust rules that protect significant technological companies' intellectual property rights can help combat market dominance. Competition drives market outcomes and affects inclusion in many ways. More than economic growth is at stake. It also affects how corporations allocate profits and how employees receive wages. It can also affect workers' labour market negotiations and firms' supply chain negotiations. It also affects the comparative costs of certain things, disproportionately affecting people experiencing poverty, such as food and communication. Competition can affect income and productivity growth by shaping the economy and incentivizing or discouraging investment and innovation, such as in intellectual property. Competition is essential for long-term, widespread economic growth, which is necessary for inclusive growth. The government must protect consumers, and the industry will put any effort into cooperation. However, worries are growing that specific planned e-commerce law reforms could constrain corporate operations too much and not safeguard consumers sufficiently. In this paper, we will look at the evolving legal landscape of e-commerce via the lenses of consumer protection, data privacy, intellectual property, and jurisdictional concerns w.r.t fair competition and technological advancement.