Structural Exclusion in Digital Markets: Rethinking the Scope of Section 3(3)(c)
[by Vashmath Potluri and Shubhranshu] The authors are students of NALSAR Hyderabad. Introduction India’s e-commerce market has rapidly consolidated, with Amazon and Flipkart controlling over 67 percent of the market. While this dominance is often attributed to scale and logistics, the Director General’s (“DG”) 2024 investigation report reveals deeper structural concerns. Both platforms exercise infrastructural control over warehousing, logistics and algorithmic discoverability in ways that consistently privilege select sellers and marginalise unaffiliated rivals. Practices such as exclusive launches, fulfilment-linked visibility boosts and restricted consumer access reflect a broader pattern of selective gatekeeping. However, the Competition Commission of India (“CCI”) continues to assess such conduct under Section 3(4)(c) of the Competition Act, 2002 (“the Act”), treating the platforms as vertically aligned intermediaries. With August 2025 marking one year of the DG report and the CCI’s final order still pending, similar concerns have emerged against quick commerce platforms like Zepto and Blinkit. Therefore, the Amazon–Flipkart case marks a turning point for Indian competition law as it could shape regulatory responses to infrastructural exclusion across platform markets. This article proceeds in two parts. Part I argues for an ex post reclassification of the conduct under Section 3(3)(c), treating selective infrastructural access as a form of horizontal market allocation. This would invoke a per se presumption of appreciable adverse effect on competition (“AAEC”) once coordination is shown. Part II offers a forward-looking, ex ante regulatory framework by drawing from global models such as the EU’s Digital Markets Act (“DMA”) and the UK’s Strategic Market Status regime (“SMS”), it proposes structural and behavioural tools to prevent infrastructural foreclosure at the design stage. Together, these approaches aim to restore open competition in India’s platform market economy. Ex-Post: Establishing Horizontal Market Allocation The DG’s 2024 investigation revealed that the exclusion on Amazon and Flipkart was not incidental; it was embedded in platform design. Both companies consistently privileged a small cohort of sellers, six on Amazon and thirty-three on Flipkart to be precise by providing them early inventory access, algorithmic prioritisation and subsidised warehousing. These advantages were especially visible during exclusive launches, where unaffiliated sellers were systematically denied access to high-demand stock keeping units, despite having similar operational capabilities. The DG’s conclusion that “no seller other than its preferred seller can survive” highlights that this was not sporadic favouritism but a deliberate exclusionary structure. This exclusionary design is best understood as a form of “Hub-and-Spoke coordination,” with platforms acting as hubs and preferred sellers as spokes. While the sellers may not directly communicate, the platform facilitates alignment through observable and repeatable incentives. In CCI v. Coordination Committee of Artists, the Supreme Court held that tacit arrangements may constitute agreements when reflected in sustained, parallel conduct facilitated by a central structure. Here, algorithmic favouritism and real-time visibility generate constructive knowledge. Sellers observe which behaviours are rewarded, such as integrating with platform logistics or participating in exclusivity, and calibrate their conduct accordingly. This form of indirect alignment, stabilised by the platform and repeated across cycles, supports an inference of agreement under Section 2(b) of the Act. At the centre of this arrangement is infrastructural segmentation. In digital marketplaces, search visibility, fulfilment logistics and promotional tools are not neutral; they are levers that shape competition. While Indian jurisprudence has not yet defined these as standalone markets, international regulators increasingly treat them as critical gatekeeping mechanisms. The European Commission, in its enforcement under the DMA, flagged Apple’s restrictions on interface functionalities, such as preventing developers from linking users to external purchase options, as materially distorting market access even in the absence of total foreclosure. Similarly, the OECD has recognised that platform-controlled tools such as ranking systems, algorithmic design, and fulfilment infrastructure can act as structural barriers by controlling visibility and consumer access. When allocated selectively, particularly during launch cycles, these tools replicate the exclusionary impact of classic market-sharing. Recognising this infrastructural segmentation as a form of horizontal coordination is therefore a doctrinal interpretation grounded in functional realities. In FHRAI v. MakeMyTrip, the CCI held that algorithmic prioritisation of OYO, combined with suppression of competitors, amounted to an exclusionary agreement. The same logic applies here because algorithmic and logistical design choices made by Amazon and Flipkart repeatedly favour the same seller cohort. This enables parallel outcomes among competing sellers, driven not by direct collusion but by their mutual orientation to platform-curated incentives. Such structurally induced alignment occurs “in any other similar way” as contemplated under Section 3(3)(c), fulfilling the evidentiary threshold for coordination even in the absence of a traditional horizontal agreement. Importantly, this interpretation also aligns with the second proviso to Section 3(3), which extends liability to entities that act “in furtherance of” anti-competitive agreements,” even if they are not engaged in “identical or similar trade.” By designing and enforcing exclusionary infrastructures, Amazon and Flipkart move beyond the role of passive intermediaries and become active participants in market segmentation. Classifying their conduct as horizontal market allocation ensures that Indian law can respond effectively to structural exclusion embedded in platform design. Shifting the standard from the rule of reason to Per Se Once Amazon and Flipkart’s conduct is reclassified under Section 3(3)(c) of the Act, the standard of liability undergoes a fundamental shift. Currently assessed under Section 3(4), such conduct requires a “rule-of-reason analysis,” where the CCI must affirmatively demonstrate that an agreement causes or is likely to cause an AAEC. This approach places the evidentiary burden on the regulator. In contrast, Section 3(3) adopts a “per se rule” because once a horizontal agreement with an exclusionary object is established, AAEC is presumed, and the burden shifts to the parties to provide compelling evidence of overriding pro-competitive justifications. This presumption is more than a procedural shortcut; it reflects a structural understanding of platform markets. In these markets, tools like fulfilment access, algorithmic ranking and promotional placement are not ancillary. They define the terms of competition itself because when such tools are selectively allocated to a few preferred sellers, the result is not mere inequality but systemic distortion of competition. The per
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