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<p>E-commerce retailing became a part of people’s everyday lives rapidly, but how such ventures attained legitimacy is rarely explored in the literature. Utilising the theoretical lenses of regulatory entrepreneurship, legitimacy, and platform power, we analyse how leading e-commerce firm Amazon paved their way towards legitimation and business expansion in India, an emerging economy, amidst a shifting regulatory landscape. Our in-depth case study of Amazon India from 2013 to 2023 culminates into a process model depicting organisational strategy and agility through three phases we named as <i>exploration</i>, <i>construction</i>, and <i>tunnelling</i>. The supply chain acts as a lever to utilise regulatory entrepreneurship strategies which can aid in rapid market expansion reinforced by the firm’s platform power. Firms need to utilise first mover advantages, collaborate with government, set industry standards, incorporate subtle cultural hints, and cast a positive influence by providing socio-economic empowerment alongside superior customer experience to attain pragmatic, cognitive, and sociopolitical legitimacy.</p>

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Navigating the legitimacy landscape of the e-commerce ecosystem: A case study from India

  • 期刊论文

  • 发表日期：

    2026年4月30日

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  • Asmita Mukherjee,
  • Arkomita Mukherjee,
  • Arqum Mateen,
  • Deva Prasad M.

摘要

E-commerce retailing became a part of people’s everyday lives rapidly, but how such ventures attained legitimacy is rarely explored in the literature. Utilising the theoretical lenses of regulatory entrepreneurship, legitimacy, and platform power, we analyse how leading e-commerce firm Amazon paved their way towards legitimation and business expansion in India, an emerging economy, amidst a shifting regulatory landscape. Our in-depth case study of Amazon India from 2013 to 2023 culminates into a process model depicting organisational strategy and agility through three phases we named as exploration, construction, and tunnelling. The supply chain acts as a lever to utilise regulatory entrepreneurship strategies which can aid in rapid market expansion reinforced by the firm’s platform power. Firms need to utilise first mover advantages, collaborate with government, set industry standards, incorporate subtle cultural hints, and cast a positive influence by providing socio-economic empowerment alongside superior customer experience to attain pragmatic, cognitive, and sociopolitical legitimacy.