The digital commerce game is wide open in India Amid the domination of ecommerce heavyweights Flipkart and Amazon, new companies and business models are emerging in social commerce and D2C segments, indicating the scope of digital commerce. 0 claps Share on India’s digital commerce story is poised at an exciting juncture, with huge growth potential amid the emergence of new categories, business models, and companies, even as established firms consolidate their market share. Domination of Walmart-owned Flipkart and Amazon in horizontal ecommerce has not saturated, rather expanded the scope of digital commerce in the country, with direct-to-consumer (D2C) brands and social commerce finding favour with consumers. This leaves the door open for more experiments in the sector and allow the entry of even newer participants.