India’s New E-Commerce Policy: Leveling the Playing Field for Online Retailers
[ Himanshu Shembekar ] The author is a 2nd year student of NLU, Odisha Introduction The Department of Industrial Promotion & Policy (DIPP) on 26thDecember, 2018 released a notification revising the policy on the Foreign Direct Investment in e-commerce. The new notification has shocked the big e-retailers like Amazon, Flipkart, etc. This notification has affected the way B2B business activities take place in the e-commerce industry. The new notification has taken effect from 1stFebruary, 2019. Through this post, the author intends to analyze the impact of the new notification of DIPP on the e- commerce industry in India. Provisions of the notification The DIPP has retained the policy of allowing 100% FDI in the E-commerce sector but it imposed new conditions on foreign-owned market places. The following are certain new and important set of rules: “An e-commerce entity cannot have complete control or exercise over the ownership or the control over the inventory. A vendor’s inventory shall be treated to be controlled by an e-commerce marketplace if more than 25% of its purchases are from the marketplace entity or its related companies.” “An entity having equity participation by any e-commerce entity or any of its related company or having control over its inventory by e-commerce market entity or related company, then it shall be not permitted to sell its product on platform run by such marketplace entity.” “E-commerce entity providing marketplace will not be allowed to directly or indirectly influence the sale price of goods and services. Provision of any service to any vendor on certain terms which are not available to other vendors in certain circumstances will be deemed to be unfair and discriminatory.” “E-commerce marketplace entity shall not mandate any seller to sell any product to sell any product exclusively on its platform only.” “The e-commerce companies have to furnish a certificate along with the report of a statutory auditor to the Reserve Bank of India to confirm the compliance of guidelines, by 30thSeptember, every year for the preceding fiscal year.”[i] Necessity for the changes These regulations have come up after the complaints which have been made by the small and medium Indian retailers, accusing the giant e-commerce companies for creating unfair marketplace, as these companies keep control over the inventory through affiliates and exclusive agreements.[ii] In addition to these complaints, the All India Online Vendors Association (AIOVA) had filed a petition to the Competition Commission of India (CCI), accusing that Amazon favored merchants it partially owns such as the Cloudtail and Appario.[iii] It is a fact that Cloudtail India Pvt Ltd is the biggest retailer of Amazon. Prione Business, which is a joint venture between Amazon Inc. (48% stake) and Infosys co-founder N R Narayana Murthy’s Catamaran Advisors (51% stake), holds 99.99% of the shares of Cloudtail India.[iv] The other retailer is Appario Retail, which is a subsidiary of the Frontizo Business Services. Frontizo Business Services is a joint venture between Amazon India Ltd and Ashok Patni, the co-founder of Patni Computer Systems.Thus, it can be seen that how the big e-commerce companies through their subsidiary companies enter into such agreements which results in their capturing majority of the market share and adversely affecting other businesses. How new rule has impacted the big E-commerce companies? It is not surprising that the new regulations have brought all the big rivals in the e-commerce industry like Flipkart and Amazon together to fight against these new regulations which have threatened their business strategies. Due to the new rules, the e-commerce companies can get impacted in the following way- The affiliate sellers of the big e-commerce companies have to shift 75% of their business to other retailers, to ensure that affiliate sellers are able to continue with their business activity to provide goods and services. The big e-commerce companies have to bring in major changes in their equity structure so as to ensure that they are able to continue business with the sellers. As the big e-commerce companies cannot get the benefit of bulk purchases and selling their goods and services at low prices, this shall result in an end of big discount sales. The new rules also put an end to the flash sales in which the e- commerce companies can exclusively promote or sell their products on their platform. As the e-commerce companies are no longer able to buy majority of inventory through their affiliates, their costs shall increase. History of cases challenging E-commerce companies There have been many cases in which e-commerce companies have been accused of practicing non-competitive market practices. Few of the cases are as follows: Ashish Ahuja v. Snapdeal.com In this case, the complainant had accused Snapdeal and SanDisk of colluding with each other. Snapdeal had imposed a condition that to sell SanDisk products through online platform one must be authorized dealers i.e. must be recognized as an authorized dealer by Snapdeal as well as SanDisk, thus violating section 3 and 4 of the Competition Act, 2002 which provide for anti-competitive agreements and abuse of dominant position.[v] The Commission after enquiry held that the condition that SanDisk products sold through online portals must be bought through authorized dealers is no way an abusive conduct. This decision was within the scope of the company to protect its sanctity of its distributive channel.[vi]It was considered as a normal practice of business. M/s Mohit Manglani & Others Versus M/S Flipkart Pvt Ltd In this case, the publisher of Chetan Bhagat’s new book ‘Half Girlfriend’, Rupa publication had entered into an exclusive sale agreement with Flipkart, thus granting Flipkart exclusive right to sell the book. It was claimed by the competitors that this led to unfair trade practices as the consumer is given no choice. Flipkart had the 100% market share for the product for which it had exclusive dealing rights, therefore leading to dominance. In this matter CCI stated that an arrangement between manufacturer and an e-portal did not create any barrier for the new entries. Rather, it stated that with the emergence of the new e- commerce companies,
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