921 Sushma Ramachandran Senior Financial Journalist Online delivery of goods and services has become an essential part of our daily life. The desire to avoid getting infected by Covid through personally visiting shopping areas has vastly added to the lure of the online marketplace. Since we are now relying on e-commerce for the entire gamut of essential supplies, the government’s proposed new guidelines to regulate online marketing platforms should be of concern for all of us. The new draft e-commerce rules must be viewed in light of the fact that India is not the only country taking a close look at the activities of the global e-commerce giants. Both the US and the European Union have launched anti-trust probes against Amazon and other Big Tech companies. One of the key fears is that the tech giants are playing a dual role as a marketplace operator and a seller, thus laying them open to the charge of being anti-competitive.