India, Aug. 18 -- For much of the past two years, the AI race in Indian ecommerce revolved around the consumer.

That meant the likes of Amazon, Meesho, Flipkart invested heavily in AI-powered search, personalised recommendations, conversational shopping assistants and customer support aimed at making product discovery easier and improving conversion rates.

As generative AI matured, companies increasingly positioned these tools as the next evolution of online shopping.

These ecommerce giants are now racing to build AI for the seller side instead, in the hope that locking in sellers to their platforms and creating deeper relationships can become a competitive advantage.

From marketplace algorithms gradually replacing keyword search opti...