To ensure a level-playing field for smaller e-commerce players in India, the government can consider implementing the following measures:

• Strengthening competition laws: Enforce existing competition laws strictly to prevent dominant players from engaging in anti-competitive practices, such as predatory pricing and exclusive tie-ups.
• Fair marketplace regulations: Introduce regulations to ensure that e-commerce platforms act as fair marketplaces, where all sellers have equal opportunities to compete and grow.
• Transparency in algorithms: Require e-commerce platforms to disclose their algorithms that determine search rankings, product recommendations, and visibility to ensure fairness in promoting products from both large and small sellers.
• Reducing entry barriers: Simplify registration processes and ease compliance requirements for small e-commerce players to encourage their participation and growth.
• Financial support: Provide financial assistance, loans, or incentives to smaller e-commerce players to help them compete with bigger players in terms of infrastructure, logistics, technology, and marketing.
• Encouraging collaborations: Promote partnerships between smaller e-commerce players and traditional retail stores, enabling them to leverage their strengths and expand their reach.
• Consumer awareness: Educate consumers about the importance of supporting small businesses and the benefits they bring to the economy, encouraging them to make conscious choices while shopping online.
• Regular monitoring: Establish a dedicated regulatory body or mechanism to continuously monitor the e-commerce sector, ensuring compliance with fair trade practices and addressing any grievances or complaints.

Implementing these measures can help create a level-playing field for smaller e-commerce players in India and foster a competitive marketplace that benefits all stakeholders.