E-comm giants widen zero-fee strategy

As e-commerce growth moderates in India’s biggest cities, major platforms are turning to zero-commission models for sub-Rs 1,000 products to widen their reach and deepen penetration in smaller towns. India’s top e-commerce players Amazon and Flipkart now charge zero referral fee on a vast range of products, hoping to bring more sellers online who cater to price-conscious consumers.

Analysts say the reduced commission could expand the pool of sellers offering affordable products, which in turn may deepen the value proposition of online marketplaces and attract new cohorts of buyers.