E-commerce and digital marketplaces: Value chain, from upstream to the customer
Online marketplaces and apps linking sellers, payments, warehouses and delivery fleets
Value chain, from upstream to the customer
Criticality to the chain: 5 · Chokepoint 4 · Critical 3 · Important 2 · Supporting 1 · Commodity service Stage 1 Digital infrastructureRent compute, storage, content delivery and databases to marketplaces and online shops, scaling capacity for sale peaks.4
Why critical: Three hyperscalers (AWS 28%, Microsoft 21%, Google 14%) held about 63% of the world cloud infrastructure market in early 2026, so one outage can take down many storefronts at once and migrations take months. Technologies Elastic cloud compute Content delivery networks Managed databases Edge caching DDoS protection Depends on Commodities Cu CopperH₂O Water Energy DC Data centresDist Distribution grids, mini-grids and interconnectors Industries Data centres and cloudTelecommunicationsExamples: Amazon Web Services, Microsoft Azure, Google Cloud, Yotta Data ServicesSell storefront builders, order and inventory management, multi-channel listing and analytics tools to brands and sellers.
Why supporting: Many competing vendors exist and sellers can migrate a storefront within weeks. Technologies Hosted storefronts Order management systems Marketplace integration APIs Recommendation and search engines Depends on Energy DC Data centres Industries Software and IT servicesData centres and cloudExamples: Shopify, Salesforce Commerce Cloud, UnicommerceMake or source the goods, list them on marketplaces or their own sites, and set prices, stock and promotions.
Why commodity service: Millions of sellers compete on large platforms, so any one seller is easily replaced. Technologies Catalogue and image tools Dynamic pricing Direct-to-consumer websites Seller analytics Depends on Commodities Ct Cotton Chemicals PP PolypropylenePET PET resinPSF Polyester fibre Energy EmE Embodied energy trade Industries Apparel and footwearComputers and electronicsHousehold and personal careFood and beverage processingExamples: Hindustan Unilever, boAt, Xiaomi, NikeBuy in bulk from brands and resell to online sellers, kiranas and dark stores, often with trade credit.
Why supporting: Distribution is fragmented with many regional players, so supply can be re-routed within weeks. Technologies B2B ordering apps Warehouse management systems Trade credit scoring Depends on Energy ICV Combustion road vehicles Industries Wholesale and retail tradeTransport and logisticsExamples: Udaan, Jumbotail, Metro Cash and Carry, SyscoSell ads and sponsored listings that bring shoppers to products, and measure which spend leads to sales.
Why critical: A few global platforms control most digital ad inventory, so changes in their pricing or privacy rules shift customer acquisition costs for every seller. Technologies Search and social ad auctions Retail media on marketplaces Attribution analytics AI-generated ad creative Depends on Energy DC Data centres Industries Software and IT servicesAI and digital platformsMedia and entertainmentExamples: Google, Meta, Amazon Ads, InMobiMove money from buyer to seller through cards, wallets and UPI, settle with merchants, handle refunds, and lend through EMI and buy-now-pay-later.3
Why critical: In India one rail, UPI, carries most online payments (24.07 billion transactions in September 2026), so an outage stalls checkout everywhere. Technologies Real-time payment rails (UPI) Card networks and tokenisation Payment gateways Fraud scoring Buy-now-pay-later underwriting Depends on Energy DC Data centres Industries Finance: banking, insurance, marketsSoftware and IT servicesData centres and cloudExamples: NPCI (UPI), Visa, Mastercard, Razorpay, PayPalStore inventory close to buyers, pick and pack orders, and in quick commerce run small urban dark stores that turn orders in minutes.2
Why important: Several 3PLs and platform-owned networks exist, but building a new fulfilment network takes many months and suitable urban sites are scarce. Technologies Warehouse management systems Conveyor and sortation systems Goods-to-person robots Demand forecasting Dark-store slotting Depends on Commodities St Steel Chemicals LLDPE Polyethylene (LDPE, LLDPE) Energy Dist Distribution grids, mini-grids and interconnectorsPCM Latent heat and cold storageLFP Lithium iron phosphate batteries Industries Real estateMachinery and equipmentTransport and logisticsExamples: Amazon Fulfillment, Flipkart (Ekart warehousing), Blinkit, Zepto · Quick commerce was 16-17% of India e-retail GMV in 20252Supply corrugated boxes, mailers, tape and void fill that protect orders in transit.
Why commodity service: Packaging is widely available from many converters and can be resourced within days. Technologies Corrugated board converting Right-sized box automation Recyclable paper mailers Depends on Commodities Tm Timber Chemicals Str Starch and cellulose derivativesAdh Adhesives and sealantsLLDPE Polyethylene (LDPE, LLDPE) Energy Blr Boilers, furnaces and stoves Industries Paper and packagingExamples: Smurfit Westrock, International Paper, TCPL PackagingMove parcels between hubs and deliver them to homes, collect cash on delivery and handle returns, often with gig riders.
Why important: Several national carriers and platform fleets compete, but moving volume between them takes months of integration and capacity planning. Technologies Hub sortation Route optimisation Rider apps and proof of delivery Electric two- and three-wheelers Depends on Commodities Oil Crude oilLi Lithium Energy ICV Combustion road vehiclesEV Electric and hybrid vehiclesJet Aviation propulsion Industries Transport and logisticsVehicles, ships, rail, aircraftExamples: Delhivery, Ekart, Shadowfax, UPSRun the app or site where shoppers search, compare and buy, take a commission and ad fees from sellers, and coordinate fulfilment and delivery.2
Why critical: In most large markets two or three platforms carry most online orders, so a delisted seller loses most of its online sales overnight, though own websites, social commerce and quick-commerce apps give partial alternatives. Technologies Search and recommendation engines Conversational shopping assistants Seller marketplaces and ratings Fraud and returns management Logistics orchestration Depends on Energy DC Data centres Industries Software and IT servicesData centres and cloudFinance: banking, insurance, marketsWholesale and retail tradeExamples: Amazon, Alibaba, Flipkart, Meesho, Blinkit