According to CAIT, as per the FDI policy guidelines, ecommerce portals receiving foreign direct investment can conduct business activities for B2B (business-to-business) business and will not be allowed to undertake B2C (business- to-consumer) business activities.
Flipkart | Amazon Sale: Discounts on Amazon, Flipkart & Snapdeal illegal, in violation of FDI rules: Traders' body - The Economic Times
I am very confused.